The holiday season is upon us again, but things are a little different in 2020 with the impacts of COVID-19. Not to mention the rise of remote working and virtual socialising, online sales have skyrocketed globally along with video streaming and social media usage (we’re looking at you, TikTok). Make up the negative impacts of one of the toughest years we’ve ever seen: As a business, it’s time to build a strong, multi-channel marketing campaign to stand out from the crowd. Don’t know what goes into a successful holiday marketing strategy? Or just want some ideas to freshen up existing ones? Get ready to make your registers ring and read on to find out more.
Get an effective, multi-channel strategy that delivers the results you’re looking for in an increasingly digitally-focused world.
When it comes to effective holiday marketing it’s all about identifying which channels generated a good ROI and minimising spend in those that didn’t.
You can’t reach everyone. Before you start your seasonal spend, take some time to consider. Who are the people that are important for your goals & how are they engaging with you now? What time of the day/week do your customers typically convert? Where does your traffic come from?
Whether you’re looking at increasing your holiday spend, or just want to use your existing budget better, focusing in on these questions will help guide effective content & distribution spend for the 2018 holiday season.
Gone are the days of people buying as soon as they see a good ad (if they ever existed in the first place…) With the sheer volume of content available, it’s important to retarget potential customers to make sure your offering stands out from the crowd. Display, search, social media, email & SMS campaigns are just a few opportunities to consider.
Pro tip: once you have enough engagement data to identify high-value customers, use that to build lookalike audiences. This can serve as a really cost-efficient way to find new sales opportunities.
As customer journeys lengthen, it’s not enough to distribute your content and hope for the best. You need to know which channels & creative content are generating sales opportunities.
This is where attribution modeling comes in. First touch, last touch, simple decay… There are a lot of models to choose from! Here’s why it matters. If you use a last touch attribution model, all of the credit for the sale goes to the last piece of content your customer saw before converting. This can be problematic as it ignores the content that got people to a place where they’re ready to convert, potentially leading to underfunding vital parts of your sales funnel.
Want to discuss your options? Feel free to give us a call! We’re always happy to help out.
Once the holiday rush begins, it’s hard to make room for anything else! Make sure you have the basics sorted before you go live.
Brick and mortar? Pure digital? Or perhaps a bit of both? We’ll help you think about different ways to entice new customers & extend existing relationships for a joyous holiday season to make the-year-that-was feel like just a dream.
Stand out from the crowd with seasonal visuals and emotive copy that conveys your key messages & resonates with your audience.
Identify the people you need to reach to achieve your holiday goals.
Find out which metrics will allow you to track your campaign goals (and how to measure them).