Over our holiday blog series, we discussed major changes advertisers can expect over the next few months as we adapt our holiday season and traditions to the current state of 2020. Despite these changes, the holiday shopping season still looks extremely promising for brands The Digilant team has outlined tactics and channels that advertisers should pay special attention to in order to meet consumers at all stages of the shopping cycle.
Our advertiser’s Guide to Reaching Shoppers this Holiday Season includes changes we can expect this holiday season in regard to spending and timing (in part 2), what consumer expect from brands (in part 3), the impact online shopping will have on spending (in part 4), how to reach the different holiday shoppers based on their preferences (in part 5), and what travel advertisers can expect as the over the next few months (in part 6).
Did you miss part of our holiday shopping blog series? Start reading part 1 here.
Whether you’re in the midst of your holiday advertising campaigns, just launched your ads, or still finalizing plans as Black Friday approaches, here are a few key takeaways to remember throughout this unique holiday shopping season.
1. Start your campaigns early.
Many consumers have most likely started their holiday shopping – taking advantage of some of the deals they found during Amazon Prime Days (October 13 & 14). And if they haven’t already made the purchase, browsing, brainstorming, and list building have definitely already started. Launch your campaigns as early as possible to stay top of mind with consumers throughout the entire browsing & purchasing process.
2. Diversify your offers, promotions, and ad creatives throughout the season.
As mentioned above, this season, advertisers are in it for the long haul with over 70 days between Amazon Prime Day and Christmas. Keep consumers interested with different offers throughout the season. If you’re launching your campaign early, offering a discount (BOGO, x% off, etc.) or a loyalty program will go over well with consumers. As the gift-giving holidays get closer, consumers will be keen on free shipping for any last-minute purchases.
Don’t let your ad creatives go stale – keeping imagery and messaging current, fresh and new will keep consumers interested throughout the season.
3. Online Shopping. Online Shopping. Online Shopping.
We can’t say it enough – online shopping will be the big-ticket path to purchase this season. Consumers have already been shopping online more than ever before with stay at home order due to the coronavirus pandemic, and the holidays will continue this pattern. Prioritizing mobile advertising to target consumers browsing on their phones is essential this holiday season.
4. Understand what demographic of shoppers you are going after and what their media habits are.
It’s important for advertisers to understand their consumers based on their digital and online shopping habits (as that will be the driving factor this holiday season). Understand the demographic group you’re targeting this holiday season and then determine their digital footprint. Prioritize these channels in your digital advertising plans.
A quick cheat sheet, think: Gen Z/Zillennials and TikTok or Instagram. Millennials and Amazon or Pinterest. Baby Boomers and Facebook.
5. Holiday travel will look different but (most likely) won’t stop.
Consumers who usually fly south, or to family members in other locations for the winter holidays might be toggling back and forth with the idea of traveling this holiday season. The average consumers research a trip for a week before booking – stay top of mind with consumers as they research and browse for travel accommodations.
6. Incorporate an omnichannel marketing solution
Consumers will prioritize brands that offer them purchasing and item gathering options (buy online pick up in-store, curbside pickup, deliver, etc.) that meet their needs and preferences this holiday shopping season. As advertisers, it’s our job to ensure that our advertising aligns with these preferences and showcases the different options available. Incorporating an omnichannel marketing strategy is more important than ever before.
In the simplest of terms, omnichannel marketing is an approach to marketing that addresses the customer experience on each channel – desktop browser, mobile, retail, social media, podcast, and any others you might use – and how customers transition between channels they make purchases.
Advertisers need to ensure they have every viable channel covered this holiday season and that reporting and measurement are solidified in order to optimize campaigns as the shopping season continues.
Many brands don’t have the in-house resources to establish an omnichannel marketing strategy. At Digilant, we understand the importance of a data-driven strategy this holiday season. As a team of data analysts, biddable-media platform experts, and ad tech specialists sitting alongside planners and strategists, we utilize our data-driven mindset to manage, run, and optimize omnichannel campaigns for brands and advertisers. Interested in learning more about how our radical transparency can help you develop and execute your omnichannel marketing strategy for the holiday season and into 2021? Let’s talk.
Download our infographic Home for the Holidays: An Advertisers’ Guide to Reaching Shoppers this Holiday Season.