5 advertising tactics to turn the christmas lead rush into lifetime customers
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How Can You Turn The Christmas Lead Rush Into Lifetime Customers? The holiday season is not far away and most online retailers will have locked down their advertising strategies. Yet some will not have considered Q1 2015 and what approach to take. Whether we like it or not, the holiday season will soon come and go. To combat the inevitable post-holiday sales lull, we have created an eGuide with tactics on how you can turn the christmas lead rush into lifetime customers.TRANSCRIPT
A Brand is Not Just
For Christmas…
5 Tactics to Maintaining
Online Sales
Catching a falling knife is thought to be easier than picking the precise moment your market turns. Retailers
have such high expectations coming into each year’s Christmas shopping peak period that they often don’t give
enough thought to how they’ll act when the decision is made - whether before or after presents are opened on
Christmas morning - to hit the discount button. Here’s our guide of how to make the most from your post-Christmas
direct response campaigns.
ContentsIntroduction......................................................................................................................................... 3
1. Mobile Targeting.......................................................................................................................... 4
2. Analysis & Reporting................................................................................................................. 5
3. Marketing Automation............................................................................................................ 6
4. Grow Your New Audience..................................................................................................... 7
5. Optimize............................................................................................................................................ 8
Sources.................................................................................................................................................. 10
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Introduction
The holiday season brings about increased sales and revenue for many retailers. This year is set to be no different, as the IMRG1 explains, ‘Online retail continues bounce back with order volumes dispatched by UK retailers showing cumulative year-on-year growth of 20%’.
Many retailers will have outlined and prepared their holiday Advertising Campaigns. In fact we have produced, The Essential Online Customer Acquisition & Revenue Growth eGuide for Facebook Advertising for the Holiday season, which has helped retailers prepare their Facebook advertising strategies. However, this period will soon be over and companies will be considering Q1 and their next online advertising steps.
There are a number of different strategies that retailers take around the holiday period. Last year, UK retailer John Lewis2 ran a full-price strategy until 27th December, which worked as their Christmas margins were maintained. This is being widely considered by retailers, as once you cut your prices there is no going back. Debenhams3 cut their prices too early last year and are reconsidering their strategy for this year, after poor performance. According to Marketing Magazine4, ‘We saw the biggest pre-Christmas discounting for seven years as retailers lost their nerve’.
Whichever route you decide to take this year there are certain tactics that can be used to support your post-christmas approach. How can you turn the christmas lead rush into lifetime customers? This paper looks at 5 tactics that retailers can implement for a successful Q1.
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The increase in use of Mobile this year alone has been huge.
‘Mobile commerce in the US grew by 47% in Q2 20145, boosted by increased usage of tablets and bucking a seasonal trend for slower rates of growth during the second quarter.’
Therefore optimizing for mobile and taking advantage of the trend is obvious. However, don’t stop at the holidays. Reach out to people where they are happy to purchase, with targeted post-holiday messaging.
Mobile shopping is huge and continuing to grow rapidly. According to a recent survey, “75% of mobile shoppers have used a mobile coupon.6”
1. Mobile Targeting
In fact “80.4 percent of shoppers said their perception of a retailer would improve if the retailer offered mobile deals and coupons,” as reported by Mobile Commerce Daily7. Consider targeting mobile users with a mobile only coupon after the holiday season. This will keep the momentum going from your holiday sales.
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