The holiday season is fast approaching. You know what that means – turkey (or tofurkey depending on your culinary preference), football and online shopping. Black Friday, traditionally regarded as a nationwide day after Thanksgiving raid on retail storefronts, is becoming more of a digital force. Based on the number of Black Friday sales offered online, Black should be replaced with Bargain. Friday branding aside, performance marketers across all channels should begin tailoring highly targeted campaigns for the day after Thanksgiving and the holiday season as a whole to drive results for advertisers and publishers.
Online coupons figure to be used heavily by savvy shoppers but focusing primarily on this tactic to generate new business could alienate existing customers. Media buys on top-performing, contextually and lifestyle relevant sites must target shoppers with purchasing intent, not passing site visitors. Opt-in campaigns must be more dynamic and consumer friendly. Banner ads need to be more engaging to increase conversions to sale. For seasonal Search initiatives, driving highly relevant traffic is key.
The strategies outlined are consistent with those of performance marketers year round. However, the holiday season presents digital marketers with a shorter window of opportunity to drive ROI. Hitting the right target, whether that is a new or current consumer, is essential.