About 170 small to mid-size US retailers were surveyed.
Software Advice’s survey reveals that social media, at 17%, is the most preferred marketing channel to target shoppers, followed by email marketing at 15%. The article adds that small businesses should have aggressive social media marketing plans to maximise holiday sales.
When it comes to extracting the most ROI, social media stands first at 18%, targeted online ads at 14%, digital TV ads at 11% and organic search/SEO at 7%. Further, offering discounts (19%) is the most effective strategy to drive sales during the holiday season.
The report recommends marketers to create a mix of social media, email marketing and online ads to maximise success. Software Advice’s Agnes Teh Stubbs says that retailers should use social media to provide discounts on products with free delivery.
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