Are Online Retailers Ready For The Silly Season?

Woman legs and shopping bags holding in hands.
SHARE
THIS



The holiday season is upon us, but are retailers ready for the the customer demand? Marin Software’s Jay Revels has found four areas retailers need to be fully prepped for.

The holiday season generates some of the largest sales opportunities of the year for online retailers. In order to capitalise on this lucrative period, it is vital that retailers have a solid online marketing strategy in place. As search, display, social and mobile continue to demonstrate increasing growth year-on-year, it is crucial that these platforms be considered in any successful online marketing plan.

Meanwhile, having the flexibility to quickly act upon any unforseen opportunities that arise during the season – such as climatic changes that may place more demand on a product – is perhaps the most important of them all. Think heatwaves and portable air-conditioners.

As the season is almost underway, the below information will help ensure you’ve ticked all your boxes and you’re ready to bring in sales.

Be mobile ready

When people are on holiday and away from work they rely on their smartphones more than usual to seek information and make purchases. Therefore mobile optimised campaigns allow consumers easy access to your products and services whilst on the move. To market successfully on mobile phones, retailers need to take screen size into consideration and only serve ads and information that present well in a small space.

Marketers should leverage position-based bidding to ensure ads are delivered in the first three positions on search engines and endeavour to include location based ads to point consumers to the nearest store.

Embrace social platforms

As social media continues to grow exponentially year-on-year, it is important that campaigns embrace these social platforms. Shoppers are increasingly relying on social connections for the latest information and news on products and special offers.

Advertisers need to take note of the role social media plays in the buying journey to understand how it can leverage more sales. For example, when utilising Facebook advertisers should use techniques such as fan-only specials and coupons that focus on measurable, revenue generating activities.

However, Facebook should not be used as a stand-alone channel, marketers should make sure that they are strengthening relationships by interacting with fans via other channels such as Twitter to increase the likelihood of a purchase.

Implement Product Listing Ads (PLA)

By implementing PLAs, marketers can successfully engage more shoppers during the holiday season. These content rich search ads are designed to be highly visible, making it easier for Google shoppers to find and compare products. PLAs have significantly higher click-through-rates than standard ads because they incorporate images, prices and retailer names which better engage audiences. Using PLAs will make sure your ad stands out in a crowded holiday marketplace.

Retargeting lists and buyer profiles

Prior to the holiday season, it is essential to create retargeting audience lists based on consumers’ previous online behaviour including buyer profiles and topics of interest. Effective retargeting techniques include identifying shoppers who have abandoned their shopping cart and knowing the websites they frequently visit. Having an understanding of this purchase behaviour in advance allows for highly targeted and timely display ads.

Lastly, to ensure success in future marketing campaigns marketers should record their 2014 holiday results. This will become a valuable asset in campaign planning for the following holiday season.

Jay Revels is the general manager of Marin Software.

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]