The cynics among us would be forgiven for scoffing at the idea of season specific marketing campaigns, but the truth is, it is an excellent opportunity for brands to connect with their customers on a more personal level. It can also deliver an end of year morale boost within your company having yielded higher sales and a final successful flourish. The question is, how do we achieve this? There are a few simple and effective ways to approach the holiday season and it begins on a surprisingly philosophical basis.
Infusing Holiday Spirit into Digital Strategies
The first thing for a digital marketer to do is to allow the holiday spirit to permeate their marketing brain. And yes, this is truly as lovely as it sounds. Think comfort & joy, think generosity, romance and love. All these warm fuzzy feelings are the reason people from so many walks of life love the festivities. A Christmas holiday marketing campaign should ooze this message. You want your audience to understand that you are there with them, feeling the same feelings.
But, within this shared experience, there are still humans and the very nature of people is to do things their own way. Some of us are last-minuters and some of us are do-it-yourselfers. Are your people quality or quantity orientated for example? One size cannot fit all but if you understand your audience and your target market, you can speak directly to them.
How you approach your campaign will not stray far from your usual marketing perspective so be careful not to get so caught up in the seasonal nature of a holiday campaign that you forget the basics. Content is king. Make it festive and fill your boots. Blogs, socials, email, videos, newsletters. Keep in mind that your market will be on the move, shopping and preparing for the “silly season” so it is a good rule of thumb to ensure your campaign is mobile-optimised. Devices are increasingly being used for holiday shopping so a mobile friendly campaign will ensure you don’t lose people to phone usage. This includes having a responsive website design, emails that are mobile-optimised, and ads that are designed for smaller screens. All the platforms and mediums must be considered.
Tips for a Successful Holiday Digital Marketing Campaign
But here comes the caveat! While the festive season and your various platforms are vital, there must be a sense of the personal touch! To tailor your messages and offers, use data-driven insights. Personalised email campaigns, product recommendations, and targeted advertisements can all help to increase customer engagement. Another way to avail of the shopping mindset of your market is to think like a shopper. Bargains, promotions and discounts are often on a priority while Christmas shopping. Offer exclusive discounts, bundle deals, or limited-time offers and to maximise reach, highlight these promotions in your digital marketing channels.
Social media is a primary source of communication for an enormous number of users making them prime platforms for engagement. Interactive content such as polls, competitions, and live sessions will encourage personal connection and increase visibility. Don’t forget your festive hashtags and seasonal content. The same applies to email marketing. Create festive email campaigns with clear calls to action. Segment your email lists to send more relevant and targeted messages.
Executing and monitoring your campaign
The holiday season seems to come earlier every year and as a digital marketer, time is of the essence. Your campaign needs to be launched early enough to reach the first shoppers but not so early it is unseasonal. The sweet spot is to launch with enough time to gain momentum throughout the season without losing enthusiasm. Consider dividing your campaign into phases to target early shoppers, last-minute buyers, and post-holiday shoppers. And finally, the results! Using analytics, you can track your performance in real time. Keep track of important metrics such as click-through rates, conversion rates, and social media engagement. This is the data that will inform you on any changes based on what has and has not worked.
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