Secrets to Holiday Marketing: 4 Things to Consider

by Sean Ogino |

Secrets to Holiday Marketing: 4 Things to Consider

We all know the holiday season is critical and proper planning is key to getting the most out of it. Luckily it’s not too late to get started with some creative holiday marketing strategies to boost your sales this holiday season. We worked with our client success team to put together a list of strategies to help you with your holiday planning.

But first, let’s take a look at some trends from last year.

  • In 2016, consumers collectively spent more online ($103M) than offline during the holiday season
  • Some retailers generate 40% of their annual revenue during the holiday season (NRF).
  • 2016’s Cyber Monday was the single most profitable shopping day of the calendar year for e-commerce businesses: consumers handed over $3.45B in a single day (Adobe).

The holiday shopping season seems to be getting longer and longer and customers are relying more heavily on online channels for their holiday purchases. Our list offers some ways to improve your holiday marketing strategies ahead of the holiday season this year.

1) Consolidated Customer Data Improves Personalization and Increases Efficiency

Gathering every bit of customer data is important, as it helps orchestrate more meaningful connections with each and every customer. Considering that mass marketing is rapidly being replaced by personalized marketing, granular customer data is no longer an option. One key way to deliver more personalized messaging and simultaneously build efficiency into your holiday marketing strategy is to unify all of your online and offline customer data from different channels into a centralized database.

Once you are equipped with a complete buyer’s persona, you can set up triggers and automate your targeted holiday marketing efforts. Note that 2016 holiday trends show that consumers are waiting for the right deals and offers- and this is directly advantageous to marketers. Based on their buying behavior and past data, marketers can trigger effective push notifications and in-app campaigns sent when individual users are most likely to be receptive. And in an era of mobile-first attitude, a perfectly timed (and impeccably written) push message can be incredibly effective.

Consolidated Customer Data Improves Personalization and Increases Efficiency

2) Well-Timed Shopping Cart Recovery Campaigns Reduces Dreaded Shopping Cart Abandonment

The threat of customer shopping cart abandonment runs too deep…and unfortunately it isn’t missing from the holiday shopping season. Barilliance has indicated that the average global cart abandonment rate during Black Friday-Cyber Monday weekend was 68.8%.

The number seems extreme but considering how long the shopping season stretches now, it kind of makes sense. Customers have more time to browse and research products and they’re clearly taking advantage of it. Luckily, shopping cart abandonment isn’t always a lost opportunity. Some retailers have seen as much as a 40% reduction in checkout abandonment rate as a result of well-timed cart abandonment campaigns.

But despite their potential impact, few retailers are utilizing them to their full extent.

Cart abandonment messages offer the perfect opportunity to reach out to customers with a targeted message and clear call to action. At the very least they help keep a brand at the top of mind and at the very best they offer that small nudge a customer needs to follow through with a purchase. Another added benefit to cart abandonment campaigns around the holidays is the built-in sense of urgency. As it gets closer to the holidays remind your customers that they’re running out of time to find the perfect gifts and couple this messaging with discounts and shipping discounts.

3) Don’t Be Afraid to Re-Purpose High-Performing Content And Run CRM Ads:

If a machine is working smoothly, then there is no point in repairing it. If some of your banner ads, email creatives, or even blogs are generating massive traction, then there is no harm in using them in holiday marketing. Of course, you will have to tweak their graphics, appeal, and CTAs slightly to give them a holiday flavor.

Besides, through CRM advertising, brands can make better use of the powerful data which is already there in their CRM platform. It’s actually a great way to drive quick and immediate action back to your website and increase conversions when demand is highest.

4) Great Campaigns With Equally Great CTAs:

When it comes to the holiday marketing, campaigns are the only ways to reach out to customers with a flashing creativity, originality, and innovative spirit. Likewise, the festive mood makes people more responsive to different campaigns, as good campaigns have the power to raise the desirability of a brand and its products.

Though there is no rule of thumb for campaigns, experience has shown that campaigns that singularly focus on products generally fade away quickly. This makes it necessary look at a campaign through a larger prism of branding. It should be designed in a way to which your customers will relate immediately- and more importantly emotionally. BarkPost’s holiday campaign is its textbook example.

Pets are like children to a lot of people and BarkPost has beautifully connected this sentiment with the fact that holidays are traditionally a time to be spent with family members. At Thanksgiving, the pet-friendly brand showed how to include pets into day-to-day life through its impressive holiday marketing trick. It came up with a clever email that included holiday-themed cartoons and videos, feeding safety tips, and other holiday survival techniques — which, of course, involve your dog.

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