Labor Day marks the unofficial end of summer. It also serves as an indicator for retail marketers that it’s time to start planning your holiday advertising strategy. Keep in mind that this year people are expected to do more shopping on mobile devices than ever before. People are turning to Facebook and Instagram more frequently to discover interesting products and new brands. As you begin mapping out your holiday advertising game plan, here’s some tips for maximizing your efforts.
Refresh your target audience.
It’s important to know who your current customers are and who your potential customers might be. Put together a few different profile audiences of your target market. When doing so, try to get in the mindset of your consumer. What activities do they do; what interests do they have? What are some of their offline and online activities? Facebook’s free tool, Audience Insights, lets you review your audience’s demographics, past purchases, location, interests and lifestyle. This is a great tool to find a new audience or confirm existing ones.
Optimize ads for mobile experience.
According to Facebook, “last year nearly half of online shopping traffic came from mobile and 56% of in-store sales were influenced by mobile activity”. Although mobile was very successful at influencing purchases, the majority of purchases came from desktop and tablet devices – making it all the more important to ensure your ads transpose to BOTH mobile and desktop experiences. Providing a good shopping experience on mobile devices will go a long way in running a successful holiday campaign.
Plan budgets around key events.
Consider which campaigns you will want to run consistently throughout the holiday season and which campaigns you would like to use to promote certain holiday events, such as Black Friday and Cyber Monday. These popular events are great opportunities to run limited-time promotions like free shipping or discount codes.
Ferocious Media is a full service digital marketing agency. Find out how we can help your business thrive during the holiday season by visiting our website today!
