Ring in the Holiday Season with a Polished Digital Marketing Plan
Holiday retail sales are likely to increase between 1% and 1.5%, resulting in sales between $1,147 billion and $1,152 billion from November through January. A variety of external factors impact how your customers make purchase decisions this season, such as the pandemic, cultural issues, and the upcoming election. As a result, your brand would be wise to take steps to ensure your marketing plan is prepped and polished to reach your customers across all of your channels, no matter how different the holidays look this year. What will people care about when shopping for their loved ones? What should you consider when designing creative and writing copy? Three main things:
Urgency: Consumers will shop earlier to make sure what they want is in stock
Safety: 72% of Holiday Shoppers report interest in shopping online this season more than visiting retailers in person
Availability: 55% of shoppers tried an alternate brand during the pandemic
Although this holiday season is causing a lot of uncertainty, you can take steps as a marketer to handle it with ease. Our digital marketing experts have gathered the following tips to help you get started!
General Holiday Checklist
We’ve compiled a short checklist that applies to all of your marketing channels. Get your planning started by checking off the following:
Confirm budgets for each of your channels
Stack hands-on holiday goals and KPIs
Finalize your promotional calendar and cross-channel strategy
Review any learnings or challenges you had last year and be prepared to tackle them this year. For example, did you have issues with fulfillment last year? How will you handle those issues this year?
How to Prepare Each of Your Marketing Channels for the Holidays
Dive into each of your channels to ensure you aren’t overlooking anything outdated, like budgets or messaging.
Update ads with holiday copy. Consider if customizer ads are right for your messaging, such as promotional countdowns or geo-targeted ads
Make sure your feed optimizations are up-to-date for any new products that have come in
Ensure you have holiday keyword coverage
Take advantage of extensions and clean up your existing extensions
Check for broken landing pages or anything else outdated
Now that you know what steps you can take to improve your marketing strategy, you can begin implementing relevant updates for the holiday season. If you are looking for more in-depth strategic guidance, download our recent white paper with 13 ROI-driving digital marketing tactics, you can try out this quarter.
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