Learning from the past, especially in marketing, is an important part of life. Trends, techniques and technology are always changing and the world of marketing needs to keep up, especially when the holidays roll around. The 2015 holiday season brought some important lessons to the table; here are our top 5 lessons learned that you too can use in your marketing campaign this holiday season.
Don’t Ignore Digital
For the first time ever, more people shopped online than in stores during Thanksgiving weekend in 2015. Online shopping increased a total of 13% in November and December of last year. This is a huge step in the right direction for digital marketing and online retailers. Consumers are becoming more accustomed to having everything they need at the click of a button.
How did we get here? Digital marketing brings more of a personal touch than traditional marketing. The majority of the people you advertise to online have opted to receive advertisements from you by signing up for your email list or liking you on Facebook. All those emails and social media posts haven’t gone to waste. According to IAB, emails influence consumers more than television or broadcast advertisements and social media posts influence consumers just as much as television or broadcast advertisements.
Even if they don’t opt in to your advertisement, thanks to retargeting, consumers are seeing the ads they want to see instead of what they have to see.
The increase in online shopping in 2015 was big; the increase in mobile shopping in 2015 was huge. Shopping on tablets and smartphones saw an increase of 59% totaling $12.65 billion in revenue. Millennials are responsible for this mobile movement. In 2015, 56% of millennials used mobile devices for holiday shopping research and 30% made a purchase on a mobile device. Millennials and mobile should be two of your top targets during the 2016 holiday season.
Tend to the Earlier Shopper
The convenience of online shopping has completely shifted how the consumer spends their time. Consumers can now do holiday shopping from anywhere at anytime, so they do. A study by Nielsen found that 36% of Americans start their holiday shopping by the end of September. Others found that 25% of Americans start holiday shopping months in advance and 17% shop all year long. At any point in time, there are consumers looking for holiday gifts and deals.
And the Last Minute Shopper
We’ve all been there – whether it’s a birthday, a wedding or the holiday season last-minute shopping happens. How do you prepare for last minute shoppers? Have an abundance of gift cards ready to ship. Searches for gift cards increase by an overwhelming 72% the week before Christmas. Make sure your online store has plenty of gift cards in stock throughout December. It’s also a good idea to start promoting gift card purchases two weeks before Christmas. Using email and social media marketing, you’ll be able to reach those last-minute shoppers quickly.
Above all else, prepare yourself, your marketing and your business for the madness of the holiday season. Make sure you have plans A, B, and C in order and ready to go if plan A fails.
As evident by the numbers above, make sure you plan ahead of time. Throwing together a last minute holiday marketing campaign will not work in your favor. You should launch your campaign by the end of September at the latest.
Make sure your website and online store work on all mobile devices. There’s a huge percent of people shopping on mobile that you don’t want to miss out on. Lastly, have fun with it. It’s the holiday season! It’s fun and cheery – your promotions should be too!
Starting Your Own Holiday Marketing Campaign
If your business hasn’t yet started their holiday marketing campaign, now’s the time to get the ball rolling. From small shops to large retailers, a holiday marketing campaign will give your business the chance to spread some holiday cheer while maximizing your ROI. Get started today and give your business the edge over your competition this holiday season!