As I was shopping for some outdoor and patio items this past weekend and noticed several “Christmas” sections starting to appear in many major retail establishments. The holiday marketing season is rapidly approaching and consumer marketers are already in the process of finalizing holiday strategies. Even though successful marketing tactics and strategies carry over from year-to-year, each season offers new wrinkles on old ideas and sometimes completely new marketing channels and technologies. Here are a few tactics to consider when planning your holiday marketing campaign:
Tactic #1. Evolve your social network strategy from 2012 to 2013
Facebook remains a key social media marketing platform. But, one change most marketers need to consider is getting beyond the “likes.” In the past, most advertisers were focused on simply gaining fans and likes on Facebook. This year, however the focus is shifting to actual sales and revenue. Incorporate a coupon or coupon code made readily available on mobile devices.
Other social media platforms are on the rise
One trend I don’t think we should forget is the rise of Pinterest and Instagram. Last holiday season, people were just dabbling with these photo bulletin boards. Now consumers have made it a daily part of their lives. The use of Pinterest and Instagram and its connection to Facebook speaks to a deepening integration of social media in the lives of consumers. It makes it personal!
Tactic #2. Tailor marketing to specific devices
Tablet and phone use is going to see a big uptick this holiday season. Last holiday season saw a real growth in shopping via iPads and other tablets. I think we are going to see a flurry of apps and websites targeting the tablet, and specifically the iPad audience. Our sister company, Interactive-One, offers a service to easily convert your webpage to a mobile-optimized sites or can create a landing page for your business.
Most shoppers are using mobile devices to research products and comparison shop, whereas shoppers will use tablets to purchase a gift. Therefore, branding campaigns should leverage mobile devices, and direct response campaigns should be focused on tablets.
Tactic #3. Be prepared for price sensitive consumers
This holiday season, I think consumers will continue to be price sensitive. Consumers are being trained to wait for a deal to appear in the email inbox, or to get social media messages from friends or companies about the latest deals. So be sure to include price-specific messaging in your marketing materials. And don’t forget about extra shopping incentives such as free shipping (for website orders).
A little planning now will go a long way. Get a head of the holiday rush before Thanksgiving, Black Friday, Cyber Monday, and Small Business Saturday is upon us!
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