Consumers may not be in holiday mode yet, but marketers should be to avoid losing sales! Successful holiday marketing starts with preparation and planning now before Black Friday, Cyber Monday and leading into December. Here are a few key areas your marketing and sales efforts should focus on during the holiday season.
This year people are expected to do more holiday shopping on mobile than ever. In fact, according to Google, 56% of Black Friday website traffic came from mobile and tablet devices in 2014. And holiday shopping queries from mobile were up 59% in 2014. Mobile was important in the 2014 shopping season and is expected to drive 2015 holiday sales.
Mobile advertising can help to acquire new customers who might shop either in-store or online. The key is reaching your target consumers on their mobile devices at the appropriate time, with relevant information through search engine marketing, video advertising and mobile ads. If your business is “brick-and-mortar” the goal is to engage the consumer via their mobile device to influence their offline sales.
People are also spending more time on Facebook and Instagram than any other digital media, and more than half of people in the U.S. say Facebook is somewhat, or very influential on their holiday shopping.
In 2014 there were over 282 million tweets from around the world about holiday shopping. Conversations spiked at the end of the end of November on some of the most popular shopping days of the year, Black Friday & Cyber Monday. Not only are these conversations happening on Twitter, they lead to action that benefit your business. 37% of consumers are planning on using Twitter for holiday shopping this year, and 52% are likely to Tweet about their holiday purchases.
It is important not to forget about marketing to your current customers during the holiday season. Your customers are already loyal to your brand. Why not reward them for this?
It is also important to note not all customers are created equal. You don’t want to waste your marketing dollars on customers who are just looking for a deal, and then move on. Instead, segment your customers by value. Customers who are brand loyal should receive special treatment. Whether it’s a special discount or a “thank you for being our customer” offer for the holidays, any investment you make to your high value customers will bring you higher returns.
Divide your Budget Strategically
During holiday shopping season, you will want some ad campaigns to run continuously through the month, and some that promote key sales periods, like Black Friday, Cyber Monday, and any limited-time promotions, such as daily deals or coupons. Make sure to plan and allocate your budget accordingly.
Need help planning your holiday marketing campaigns this season? Send us an email, call or drop by our office. We’d be happy to chat with you!
Google: Holiday Insights to Drive Mobile Consumer