‘Tis the season: 6 ways to prepare for holiday shoppers
Whether you've got your holiday marketing plan all mapped out or are just starting now, columnist Christi Olson has tips to prepare your search campaigns for the season.
For marketers, Christmas isn’t just one day a year — months of planning and weeks of meticulous optimization precede our celebration of the holiday season. For many retail businesses, it’s sink or swim during the holiday season, and they are moving from the planning to implementation phases of the holiday season now, with Black Friday just a few weeks away.
Even if you’ve finished your holiday marketing plans through the end of the year, it’s not too late to incorporate a few additional strategies this holiday season.
1. Think holistically for holiday success
Consumers touch multiple channels during the holiday shopping season, and part of what makes a world-class consumer experience is consistency across each of those touch points.
If you haven’t started to sync with your peers across other channels such as email, display, affiliates or social, then set up time on the calendar as soon as possible so you can create a cross-channel promotional calendar. It’s not too late to create the cross-channel view and to update your search campaigns to target and drive consumers from other marketing channels along their purchase journeys.
Some questions to ask:
- What promotions are they running and on what dates?
- Do they have specific, ring-fenced discounts or offers?
- What holiday-specific messaging are they using?
- What tagging are they using for their specific holiday campaigns?