With Black Week over, the attention of marketers, strategists and eCommerce managers can only turn to the “hottest” time of the year in terms of potentially achievable conversions and sales: Christmas.
But if until a few years ago in December there was a real gift rush, today this is no longer the case and Christmas gift shopping turns out to be much more spread out over time, in an interval that inevitably involves Black Friday and Cyber Monday.
Purchasing behaviors and habits have changed, and the ever-increasing attitude to online shopping has prompted more and more consumers to anticipate, taking advantage of dedicated promotions and offers. People are buying earlier, but that’s not all: the ability to choose a Christmas gift from the couch at home helps make each purchase more judicious and reasoned.
That’s when planning an effective Christmas 2021 marketing strategy in good time becomes essential to give your business the right boost, but don’t worry: if you’ve only focused your attention on Black Friday so far, you still have time to put in winning activities, engaging the user on all your channels.
Here are some valuable tips.
Marketing Christmas 2021: the watchword is personalization
Biographical information, interests, browsing and purchasing behavior: if until now you have collected a lot of data about your users, now is the time to put it to good use, profiling and segmenting your audience. This is the first step for an effective personalization strategy that will enable you to offer content and products in line with your customers’ needs and desires. Whether it’s personalized gift ideas or exclusive item selections, the important thing is to offer seamless user experiences of value. Targeted up-selling and cross-selling activities through the personalization of product recommendations are undoubtedly recommended, as is the inclusion of dynamic profiling forms, useful for gathering information not only about users but also about potential gift recipients.
Christmas 2021 marketing strategies: space for content withemail marketing
It is at particular times of the year and around special promotions that email marketing proves to be one of the most effective channels for conveying valuable content and offers.
Gift guides, last minute gift ideas, personalized selections of items and products. personalized offers as well as useful tips that you can put into practice right during the holiday season: throughout the month of December we recommend surprising your users with original and valuable content. Choose topics and schedule your mailings: don’t forget that at this time of year users’ email boxes are literally taken by storm, so don’t forget to pay attention to the subject line, be creative!
The newsletter could also prove to be an effective tool for conveying not only promotions but also publicizing original ideas such as gift certificates.
SMS and Push Notification: closer to your customers, always!
Reach your users even when they are not browsing through winning SMS marketing strategies. This can be an opportunity not only to send them personalized last-minute offers by persuasively leveraging urgency and scarcity, but also to send rassiurations about when and how to ship. Although you will have to opt for dry copy in this case, don’t forget to be effective and create catchy messages.
Social Networking and ADS Campaigns: attract new potential customers
If creating engaging and valuable content is an important building block of your marketing strategy, you cannot ignore a significant presence on social channels, Facebook and Instagram in the first place. It is on these platforms that users often browse in search of ideas for their gifts, which is why we recommend that you implement an editorial calendar that allows you to more easily manage the creation and publication of your content. Make room for eye-catching graphics and content focused on tips and gift ideas.
And in view of special promotions and selections of offers and products, don’t forget to create ADS campaigns on Google as well. By analyzing search trends, you can unearth keywords to target to attract traffic to your site (e.g., Christmas gift ideas, Christmas gift recommendations) and craft your ads. Don’t forget to createeffective landing pages, including a selection of products and personalized offers.
Christmas 2021 is just around the corner, deploy an effective personalization strategy with the help of marketing automation.
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