Black Friday and Cyber Monday may have just ended, but new data from the National Retail Federation has 89% of shoppers saying they haven’t finished their holiday shopping yet. For brands, that means there’s still time to take advantage of the season and drive powerful results from direct response marketing campaigns. No matter the industry, digital marketing channels during the holidays can be oversaturated and difficult to penetrate. Competition for impressions and sales are stiff and, more often than not, marketers can find themselves paying significantly more for less-than-impressive results if they don’t adapt. Branching out from tried and true approaches can feel risky, but there are a few ways brands can avoid the pitfalls of holiday competition and come out on top.
  1. Tap into New Opportunities to Drive Growth Don’t rely on routine. Testing during the holidays might seem counter-intuitive, however being an early adopter of new ads and formats can often lead to advantages. Less competition for these units can lead to higher impression shares, lower costs, or both - allowing dollars to go further during peak season. For one of our clients, a new ad format with Google saw better engagement and higher impression share than the standard ad unit, while another client had returns beat expectations by 40% with a new broad ad unit in paid social. 

2. Improve Conversion Rate by Aligning Messaging Across Channel

Everyone has heard by now that today’s customer journey is anything but linear, and it’s far less trackable. It’s safe to assume customers are interacting with media both online and off, and for a customer nothing is more frustrating than seeing unclear or mismatched messaging across platforms. Work across marketing teams to coordinate copy points and offers in advance for owned and paid digital channels, and don’t forget to line up with offline, too.

The most important part once a user sees an ad? Making sure the landing page tells the same story as whatever got them there in the first place! Keeping a consistent message will get more users to convert, causing less frustration or poor experiences along the way.

3. Don’t Limit Data Too often, marketers can oversegment their data even when they have the best intentions. Many platforms used to advocate for precise segments, targets, and ads, while marketers often broke up placements to have more control over ad serving. In the last few years, advertising platforms have pivoted their algorithms to work with as much data as possible, giving their systems a better opportunity to find someone who might be a fit for an ad regardless of where they’re seeing it or how they’re accessing it. Give campaigns more opportunities to drive results by combining placements across mobile and desktop, or putting several audience files together to create a larger target.

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