When to Start Planning Marketing for E-commerce Holidays
More than 25% of high-growth brands we surveyed start planning their marketing campaigns for e-commerce holidays months in advance of the actual holiday season. The top five months to begin planning for e-commerce holidays are September: 25.5% October: 19.6% June: 15.7% July: 9.8% August: 7.8%
Top Concerns for E-commerce During Holiday Seasons
Only worrying about what matters separates high performers from the rest. The top five concerns for e-commerce during the holiday season are increased advertising: 80.4% customer service needs: 74.5% inventory: 72.5% shipping and delivery: 64.7% returns: 56.9%
Gaining New Customers
You already have something in common with high-performing brands; you’re likely targeting the same channels to acquire new customers for the e-commerce holidays. Over time, the quality of all clicks will degrade, affecting your marketing performance. 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
Seventy-seven percent of North American shoppers buy from brands they know. You should leverage the relationships you’ve already built with current customers to increase repeat purchases for 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 website 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, thanks to some of the biggest holiday success stories, can complement what you did well in the previous holiday season. Key points to include are: planning your e-commerce holiday marketing and strategy early targeting new customers with pre-holiday ads that smartly highlight offers that raise average order value optimizing your email list and retargeting current customers to maximize sales during e-commerce holidays
There is much to do and test. Continue focusing on the customer while preparing. The holidays are about giving. So, give 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 are over.
Source: https://www.shopify.com/au/enterprise/holiday-marketing-ecommerce
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