When to Start Marketing Planning for E-Commerce Holidays
More than 25% of high-growth brands we surveyed start planning their e-commerce holiday marketing campaigns months before the actual holidays begin. The top five months to start planning for e-commerce holidays are September: 25.5%, October: 19.6%, June: 15.7%, July: 9.8%, August: 7.8%.
Top E-Commerce Concerns for the Holidays
Focusing solely on the important issues separates high performers from the rest. The top five e-commerce concerns for the holidays are increased ad spend: 80.4%, customer service needs: 74.5%, inventory: 72.5%, shipping and delivery: 64.7%, returns: 56.9%.
Acquiring New Customers
You already have something in common with high-performing brands; you are likely targeting the same channels to acquire new customers during the e-commerce holidays. Over time, the quality of all clicks will deteriorate and your marketing performance will decline. The top five channels for acquiring new customers are Paid Facebook: 72.5%, Paid Instagram: 58.8%, Paid Search: 56.9%, Organic Instagram: 41.2%, Organic Search (SEO): 35.3%.
Retaining Current Customers
73% of North American shoppers purchase from brands they know. You should leverage the relationships you’ve already built with current customers to increase repeat purchases during the e-commerce holidays. The top five channels for current customers are Segmented Email Offers: 80.4%, General Email Offers: 74.5%, Facebook Retargeting for general site visitors: 64.7%, Facebook Retargeting for pages or products: 62.7%, Instagram Retargeting: 51.0%.
Your E-Commerce Holiday Marketing Plan
The ideas shared here, from some of the biggest holiday success achievers, can complement what worked well in the previous holiday season. Key points to include in your e-commerce holiday marketing plan are: early marketing and strategy planning, targeting new customers with pre-paid ads that highlight offers that elevate average order value, intelligently segmenting the email list and targeting existing high-value customers to boost holiday sales.
There’s a lot to do and test. Stay connected with customers while preparing. The holidays are about giving. So offer your customers an unforgettable experience on Black Friday. In return, they will give you the greatest gift of all; their loyalty and repeat business after the holidays end.
Source: https://www.shopify.com/id/enterprise/holiday-marketing-ecommerce
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