Early Holiday Digital Marketing Strategies

Casey BartoWhile it’s back to school time for most consumers, but for many marketers it’s time to start preparing for the upcoming holiday season.
Since it’s never too early to get a jump on holiday planning, here’s a roundup of strategies people are talking about. Use them to make your efforts stand out.
Know Your Customer: It should come as no surprise that consumers want relevant content when exposed to marketing messages. According to Shop.org’s 2011 Holiday Strategy and Planning Guide consumers expect seamless multichannel integration this holiday season.

“The idea of a singular ‘channel’ divorced from other channels operated by the same company is increasingly outdated and could be even outright detrimental to the bottom line. Consumers segue from one retailer touch point to another depending on their location, the time of day, and what they need to accomplish. Retailers who provide the seamless multichannel experience to their customers can reap very real ROI,” the report states.

This is why it’s vital to have data-driven technology in place that seamlessly integrates your customer data across channels so your messages maintain relevance.

Send the Right Information at the Right Time: Not only must retailers be active across many channels, they also have to be able to supply the right information to the consumer at the right time. RetailTouchPoints’ Holiday Outlook for 2011 recommends: “(Retailers) need to supply ‘all things’ at the right time and place, and at the right price . This is especially true during the highly competitive holiday season…. Retailers who pay the closest attention to delivering that seamless customer experience across channels will be the winners.” Here are some tips for providing the right content at the right time here.

Be Prepared for Mobile Price Checking: Being able to compare prices via mobile would make holiday shopping easier, according to data from JiWire reported by eMarketer. In fact, 31% of consumers surveyed said price comparison would make shopping easier, while 27% noted that receiving ratings and reviews via mobile would improve their shopping trip.

What trends are you keeping an eye on for the holiday season?

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