Q4 is well underway and the holiday period is right around the corner! For brands this means it’s time to plan, strategise and finalise holiday planning across all marketing channels. Now more than ever is a crucial time for marketing programs to work together to drive a seamless customer experience, wherever your customer choses to spend.
At Rakuten Marketing, we’ve curated three key strategies that will take your multi-channel marketing campaigns to the next level for a winning holiday season.
1. Aligned Messaging
Aligning your messaging across channels year-round helps to solidify your brand image, which is increasingly important during the holiday season. Since character limits may differ across programs it can lead to different verbiage/buzzwords being used. So, be sure to think holistically from the start to help craft your brand story across all channels.
There are many areas within content and creative assets where there are opportunities to confirm brand compliance and create eye-catching imagery. Having aligned messaging produces a united view for the user where, instinctively, they have a sense of recognition and validity for your brand.
2. New Customer Acquisition
Also known as new-to-file customers, new customer acquisition has become increasingly more important for brands, whereas in the past efficiency and maximising current customer bases were often the key to success. Incorporating a clear strategy for new customers to your site during the holiday season is key to driving year-over-year (YOY) traffic and revenue growth. Paid digital marketing channels have specific tactics that can be deployed during the holiday season to increase reach for your brand and drive more sales. Even though these strategies aren’t as efficient, it’s key to think of new customer acquisition strategies during the holiday season. This will give your brand the opportunity to retarget consumers during non-peak season, increasing repeat purchases and a chance for creating more customers who are brand loyal.
3. Proving the Value
Once the holiday season is over, brands can prove the impact of their multi-channel holiday strategies, and how they worked for the business overall via attribution. No matter the solution, you can see all metrics that will validate the value of the strategies put into place during the holiday season across paid and unpaid marketing channels. They can then be replicated throughout the year to drive higher engagement, retention, traffic and sales.
We have also been able to identify areas of opportunity for the site through the user experience metrics. The high-volume time of holiday provides quick feedback into user behaviour on site which can help shape the future of the updates needed for next year’s holiday season.
To find out how Rakuten Marketing can help enhance your multi-channel marketing strategies, visit rakutenmarketing.com today!