Ecommerce will remain strong for holiday 2016, with sales growth of 13.3%, according to eMarketer. For the first time, ecommerce will surpass 10% of retail sales during the holiday season. This growth means the ability to find and target users across channels and devices at the opportune moment will be more important than ever before.
Key Dates & Budget Considerations
Make it an Omnichannel Holiday
Tips for Optimizing Across Channels
4 Tips for the
4 Goals of Q4
Access our Complete Holiday 2016 Playbook
Holiday strategies start ramping up around 11/1. Spend the majority of holiday prospecting budgets by 10/31 to build your remarketing pool as big as possible.
Peak conversions occur on Cyber Monday (11/28) and stay relatively high until 12/21, which is typically last-ship day—plan to spend holiday budgets by this date.
With consumers shopping across more channels and screens than ever, marketers need to have an omnichannel strategy for this holiday season.
greater response rates for video + display campaigns than for campaigns executed in display only
Leverage mobile video to get access to more inventory.
Target audiences by what people have done, such as a visit to the mall in the last 30 days.
Push supply deals and PMPs to get ahead of contested inventory.
Build a model using your CRM file as a seed to find other users that look like the audience profiles that exist within the file.
Create segments based on what they purchased last year and/or what you know about them and serve personalized ads based on these attributes.
Use dynamic creative to customize your message based on where customers are on your website and what products they’ve browsed.
Build radii surrounding brick-and-mortar stores and target individuals in real-time with ads to drive them in-store when they are near your store or a competitor’s.
We have more tips and tricks up our sleeves. Download our complete Holiday 2016 Playbook here.