As the weather gets colder and the days get shorter, the excitement of the holiday season is already in the air. Consumers across the nation are pulling decorations out of storage, planning trips to see family, and keeping eyes out for steals and deals. Brands must strategically reach these consumers through digital advertising this year, utilizing the strengths and diversity of different channels to maximize conversions. “Given the 2020 climate, people are more tuned into their screens than ever before and advertisers must execute effective digital campaigns during the holiday season,” said Natalie Overfelt, Director of Sales Training.
The future of in-person shopping is still uncertain, but there’s no doubt that there will be an increased interest in digital shopping options. According to an article from eMarketer, “Ecommerce is expected to increase 18% this year, and 47% of holiday shoppers will use options to buy online and pick up in-store or curbside.” This projected increase has brands looking to increase digital advertising across the board; however, how campaigns are executed will make the difference in the coming months. “Anticipate an influx of other advertisers during the holiday season and explore options to make your brand stand out,” said Emilie Koch, Director of Sales, Northeast Region. “Media placements like the native sponsored article, social display, or influencer marketing can be strong options in a sea of standard display ads.”
The most effective digital campaigns begin with effective planning. While the principles of success remain unchanged, diversification of channels and granular targeting are most important in the holiday season. “While reach and exposure will always be an important part of the equation, in modern advertising there is a much heavier focus on selectivity in determining who ads are served to – personalization is key,” said Shalyn Wismer, Senior Director of Sales.
In addition to the challenge of personalizing a campaign, digital advertising channels are growing, adapting, and evolving every day. The planning process becomes more demanding if not equipped with the right tools. “In order to stay up to date, we must grow with the industry,” said Michelle Slinkard, Chief Business Development Officer. “Additionally, it’s vital to expand our offerings at a similar rate to ensure our clients have access to the most effective digital media strategies.”
Choosing the right combination of audience, messaging, channel and timing will make the difference in maximizing end of year sales. With the peak holiday season right around the corner, now is the time to start setting holiday campaigns in motion. “Division-D is more than a media execution partner,” said Michelle Slinkard. “Our full-service approach offers clients media strategy, competitive intelligence, custom audience curation, and detailed analytics. The amount of customization and added value that accompanies a partnership with Division-D is really unique in the digital media space.”
Information for today’s blog came from the article “Uncertain Times, Certain Solutions this Holiday Season” on eMarketer. Follow us on LinkedIn and Twitter to see more posts like this and stay up-to-date on the latest industry trends!