Inform current holiday season's efforts with insights from the last season

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 19, 2021, 3:03 AM GMT+0

Ensure the holiday efforts are integrated with the overall marketing strategy.

With the upcoming holiday season, brands must focus on planning their campaigns. Ideally, the planning for the next year’s holiday season should start after the end of the current holiday season. In such a situation, conduct a review of customer acquisition, cart abandonment percentage and reasons behind it, consumer behaviour and more.

The quarter before the holiday season should be about finalising the campaigns’ creative concept, metrics and goals, marketing collateral and planned dates. Prior to this, the goals, partnerships, other resources and the strategy should be in place.

Come launch day, monitor the campaigns and track that the ads and promos are collecting views. Begin A/B testing and let go of any non-productive assets. Additionally, support holiday season’s marketing efforts by leveraging social commerce platforms.  

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