Planning for e-commerce holidays like the top 50 brands in the world. They have generously agreed to share their marketing plans and holiday strategies – when they start planning, what concerns them, and how they engage new and existing customers – to help you position your brand for your best holiday yet. When do you start planning holiday marketing?
When do you start planning holiday marketing?
Over 25% of high-growth brands we surveyed start planning their holiday marketing campaigns months in advance. The top five months to begin holiday planning are: September: 25.5% October: 19.6% June: 15.7% July: 9.8% August: 7.8%
Top E-commerce Holiday Concerns
Worrying only about what matters separates high performers from the rest. The top five e-commerce holiday concerns are: Increased ad spending: 80.4% Customer service needs: 74.5% Inventory: 72.5% Shipping and distribution: 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 holiday customers. Over time, the quality of all clicks will deteriorate and your marketing performance will be affected. The top five channels for 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 Existing Customers
73% of Northeastern American shoppers buy from brands they know. You should leverage the relationships you’ve already built with existing customers to increase repeat purchases during the holidays. The top five channels for existing 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 listed here, thanks to some of the biggest holiday achievers, can complement what worked well in the previous holiday season. Key ideas to include are: Planning your marketing and strategy early Targeting new customers with paid ads before costs rise Building your email list and targeting existing customers to boost holiday sales
Source: https://www.shopify.com/in/enterprise/holiday-marketing-ecommerce
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