Every marketer knows there are certain selling seasons that cannot be ignored -- Halloween, Black Friday, Cyber Monday, Christmas, Hanukah, Valentine's Day. However, they may not be aware that today's digital marketing should go beyond a one-size-fits-all approach, regardless of consumers' natural inclination to shop more at certain times of year. Marketers need to start going above and beyond offering deep discounts or clinging to catchy marketing messages.
With consumers spending more time and money online, marketers must prepare their digital marketing strategy to proactively target today's savvy shopper -- or risk losing prime revenue to the competition. This year, Channel Advisor's 2010 Consumer Shopping Habits survey found that more than 58 percent of consumers are very likely to purchase gifts online, as opposed to the 41 percent who choose to shop at brick-and-mortar stores.
According to comScore, consumers spent $29.1 billion online alone during the 2009 holiday shopping season, and eMarketer predicts that e-commerce spending will reach $51.4 billion by the fourth quarter of 2010. With numbers like these, the online opportunity -- both during holidays and off-season -- has nowhere to go but up. That said, driving online retail traffic is only the beginning: Marketers must step up their game and begin to truly engage customers by personalizing and tailoring the seasonal shopping experience.
What worksImproving web traffic via analytics and SEO methods has been digital marketers' focus for so long that most have pretty much mastered it. And while landing page optimization strategies are often given careful attention, content and design decisions are typically based on subjectivity. It's time to stop guessing and concentrate on what happens after visitors arrive. By neglecting the real tactics that convert browsers into buyers, marketers continue to miss out on tremendous revenue growth.
As consumers evolve, marketers attempt to improve website complexity and messaging -- keeping it fresh and up-to-date. But sites that do not employ methods to truly remain dynamic are not equipped to optimally perform during seasonal holiday spending surges. Changing your content and adding new product offers isn't enough to drive double-digit revenue growth: You'll need to go a few steps further:
Make every season a successAll the time and money spent on search, SEO, advertising, and landing page optimization will be wasted if true optimization strategies aren't put into place. Solutions such as multivariate testing, website personalization, and behavioral targeting make marketers' job easier every day -- they also automatically improve the digital experience with fluctuations and changes in seasonal spending and customers' shopping moods. Ensure every seasonal shopping experience with your website is a happy one, for each and every individual user, and never miss your revenue mark again.
Mark Simpson is the founder and president of Maxymiser.
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Great point! This would not only work for an e-comm website, but also ads on holiday/seasonal related spaces online. Do you know if there has ever been a study during a holiday season that analyzed which type of ads got more clicks - ads with holiday related content verse other types of content in ads?LizMarketing Manager - ZEDO, Inc.www.ZEDO.com
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