As we write this late summer blog post, much of the U.S. is getting in that last beach vacation, starting first days of school, and thinking ahead to Labor Day weekend.
For online marketers, however, this entire last month has been spent planning clients’ strategies for the holidays. You read that right.
If your business has not put much thought into the merriest season of them all, then it is time to get serious about where you can focus your resources.
For those with an e-commerce platform, ensuring website pages are mobile-friendly is where you should consider putting your money first.
In 2014, mobile devices accounted for 26 percent of e-commerce sales between Thanksgiving and Cyber Monday. Many shoppers research products on mobile devices and purchase from a desktop, so you want to make sure the experience is seamless as the user switches between screens. Why give them a reason to go to your competitors?
Another consideration for those invested in holiday online marketing: remarketing. Facebook, Google, and other networks are making it easier for brands to reach out to shoppers who visited their websites but didn’t yet make a purchase. See how holiday remarketing works.
Leveraging your social media presence is also a smart way to approach online marketing for the holidays. Facebook is an excellent platform for video (and is even adding GIFs to its display options). Pinterest can be a great, image-driven starting point for “gift guide” boards filled with pinned items from your website.
Facebook, Google and Pinterest are implementing features that allow users to buy the product directly from the social networks, an attractive option for online-only shoppers. Check out Pinterest’s Promoted and Buyable Pins as a holiday online marketing approach this year.
Other social media ideas to get brands and their audiences in the spirit: publish images or video of employees giving back to the community through Instagram and Snapchat. Knowing who your audience is can help determine which platforms and messaging will work best.
For other ideas and help with developing a holiday strategy, contact the RSO Consulting online marketing team.