Starting Christmas online marketing early is sure enough best way to ensure you are keeping up with your competitors , but exactly how and why?
Key Christmas shopping dates now span across two months- November and December with Black Friday, and Cyber Monday marking the beginning of the Christmas shopping season towards the end of November, and often beginning weeks before leaving a good two months of Christmas shopping madness for retailers.
We’ve put together a few tips on how to ensure you are using online marketing in the right way this year, and why you should be making the most of it and getting your digital strategy sorted…
As mobile usage continues to grow, it is estimated that an approximate 45-50% of Christmas sales take place on mobile- and is continuously growing as the use of mobile phones and tablets ever increases. For this reason, it is important that you ensure you website and buying process is always compatible with mobiles and tablets and easy to navigate on smaller phone screens. If not, you could be saying goodbye to hundreds of potential customers who would prefer to buy on their mobile, simply because your site does not support their preferred method of buying.
Secondly, you need to ensure you are getting in front of your target audience in as many ways as possible, 57% of shoppers have no idea what they want to buy when they go online to start Christmas shopping, so it’s up to you to persuade them that your product is the one they didn’t know they needed so much.
Targeted online advertising is a highly effective way to target specifically online, ensuring that ads are shown to relevant audiences based on
Its everywhere at the moment, but what does ‘marketing automation’ really mean?
The term seems to be thrown around all over the place, but how many marketeers are actually aware of the real meanings of it?
The term refers to developed software that exists to ultimately automate marketing actions which would otherwise be done by an employee and take up hours of time, never mind resources and finances too.
Marketing automation allows companies to run independently, to nurture prospective customers, to ease the pressure of marketing professionals in their day-to-day responsibilities meaning that scaling the business is more accessible.
Automation tools can’t do all the work, but they can help relieve the pressure of online marketing, by making the whole process more efficient and sophisticated.
It helps marketers to prioritise tasks without compromising the quality of work being created, so that goals can be reached faster.
The most effective form of marketing automation is email marketing. So many CEO’s and marketing managers believe in blasting out hundreds of thousands of emails to customers in the hope of getting a sale, but in fact this just doesn’t work.
Marketing automation allows for a much more personal experience for the end-user, rather than being bombarded with sales and marketing emails which may be of absolutely no interest to them whatsoever.
Instead, by sending relevant content based on their actions, you are able to gage the likelihood of your customer converting, based on the actions they have previously performed. For example, you send a chain of emails, but your customer only opens the second email, but chooses not to download the brochure- this would gage that there is perhaps some interest there, but not a storing one, otherwise they would have opened the first email, and also downloaded the brochure. By knowing this, you are able to then tailor your email workflows to appeal to their level of interest in terms of the content you write, and also the frequency in which you send them.
Black Friday, traditionally is the busiest retail time of the year for American business marking the beginning of their holiday season after thanksgiving This time of year is fast becoming a British phenomenon too, along with Cyber Monday that comes just a couple of days later.
Last year the British public spent a whopping £1.4bn with British retailers online only across the Black Friday and Cyber Monday weekend. Year on year the amount increases massively, so this year is set to be the biggest yet!
With this in mind, businesses who have not previously got involved, should really carefully consider it, as the opportunities it provides In order to get the most out of the event, why not get started early and increase brand awareness in the run up to 23rd November.
With just a month to go, increasing brand awareness ensures that when it comes to searching for the best deals, customers remember your brand over your competitors, so are more likely to recognise your brand when you have offers on, and might even organically search for you to see what deals you have to offer.
In order to achieve this awareness though, starting advertising campaigns in plenty of time is key. Highly targeted, online advertising campaigns are a great way of first, building brand awareness before the event, then increasing website traffic during black Friday weekend.
Every year we see companies beginning their black Friday marketing far too late, meaning they see little or no return on investment. Black Friday and Cyber Monday are becoming more and more popular here in the UK- it’s time businesses understand and get involved by being prepared early.
With so much going on in everyday life, creating ads that actually stick into the minds of your target audience is really difficult, as grabbing the attention and manipulating it in a way that evokes emotion is the way to create that lasting effect. It creates a powerful, physical connection to a product or brand through engaging in human senses. According to research, any kind of media whether it be printed or digital that appeals to more than three senses can increase engagement with the brand by over 70%- that’s huge!
But when you think about it, it makes perfect sense- considering how the human brain is wired, and in the way our senses are directly associated with past experiences and memories it’s no wonder we are more likely to remember a brand when they appeal to our senses.
Brands are always evoking multiple senses in their advertising, we just don’t always notice it…
The multisensory marketing experience is a revolution in grabbing the attention of audiences, in a world with so many distractions. Although most commonly used in printed media, and in television and video ads, multisensory marketing is beginning to creep into other areas of online advertising campaigns such as display advertising, and we’re going to tell you how.
International fast food chain, McDonalds is a typical example of multisensory marketing. Their iconic red and yellow logo is prominent in all their advertisements, there’s your sense of sight, and the recognisable five note jingle used throughout their video campaigns is always present in some way or another- there’s your sense of sound. The brand is so recognisable across the globe, as it is encoded in our memory by both visual and audio elements.
Multisensory marketing has also made it’s way to print advertising, as the integration of language and imagery to evoke the senses.
Brands are increasingly using imagery of objects strongly associated with smell, along with language that evokes taste, so that the two are intertwined to evoke multiple senses within the ad, and can be done in a variety of interesting and creative ways.
The term used for this, is called ‘linguistic synaesthesia’ meaning a type of metaphor created by combining words that are associated with different senses.
A good example of linguistic synaesthesia are phrases such as “sweet melody” and “soft voice”. If similar phrases can be relevant within your marketing, it’s well worth using them in some way to make your brand more recognisable.
As well as using language and imagery, imagery on it’s own can also work in a similar way. Advertisements with bright colours convey positive feelings, so using bright colours in your ads rather than black and white images will help portray a positive image of your brand.
Overall, appealing to the senses within your marketing plan is a really effective and important technique to use. It may take time to find the right working and imagery to create, but once you get it right you could be seeing very positive results from campaigns, as well as a well-known brand identity that holds positive imagery from your customers.