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Let the countdown begin


If you are anything like me, the thought of Christmas and Christmas shopping hasn’t even entered your mind, because it’s like a whole 108 days away, right? BUT, if you are an advertiser or publisher looking to monetize on the year’s biggest spending spree, then you had better get your ducks in a row, fast. Here are a few tips to help you get prepared:

Get mobile-friendly – While 80% of consumers prefer to make online purchases on a laptop or desktop, 43% say mobile has changed the way they shop. Desktop sessions are becoming shorter, because when customers visit retailers’ websites from desktop devices they have already completed the research phase of their purchase journey on their mobile. In other words, mobile is disrupting the market without driving more sales. Consumer now use multiple channels before arriving at the purchase decision, so both advertisers and publishers need to bear this in mind when formulating their content and channel strategy.

Think Mondays – research shows that Mondays are the biggest day for e-commerce sales. Despite it being a US event, Cyber Monday was still the busiest online shopping day in most countries when it came to revenues. Make sure you have optimised your campaigns and create promotional strategies to maximise Mondays.

Don’t neglect last-minute shoppers – Last year there was a 74% increase in online sales in the week before Christmas, make sure you have reserved PPC budgets to make the most of this opportunity, particularly if you are offering consumers the opportunity to shop online and collect their purchases in-store, which is expected to be a major growth area.

Outsmart the competition – In South Africa more retailers are launching and advertising online than ever before so you’ll have to work smarter to be seen, especially on paid search channels. Make sure you use your budget smartly and be very targeted in your message and your creative to ensure you reach the right audience and get the best bang for your buck. This is certainly where the affiliate channel comes into its own.

Special offers – Christmas is ideal for running promotional offers, special discounts, and deals. Nothing catches the customer’s eye like a special offer, so you must try to come up with something special, even if it is a free gift wrapping service. But don’t think of the minimum, think of the maximum that you can do to make them happy. Make no mistake, when you will go that extra mile for your customers, they will return the favor in one way or another.

Get social – Post relevant content that talk about your plans, or special arrangements for Christmas (as a business). Ask questions, find out what they want and start a conversation with your target audience. Remember that it’s not just the spending, social sharing also increase prior to special occasions. If you can reward your target audience for sharing something about your business, it will be the icing on the cake.

Don’t miss the post-Christmas opportunity – Savvy shoppers with time on their hands post-Christmas are still spending online, so maximise the opportunity. Since customers are still actively searching for new purchases, but many retailers’ advertising budgets had run dry, you can leverage this opportunity by saving some of your budget to target this free spending audience.

We are here to help. Don’t hesitate to contact your AdMarula team to discuss how you can make the most of the upcoming festive season for your business.

Happy planning!

Daniel Gross – CEO

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