December 12, 2018

Strategy #3: Get the Missing Ingredient for your Holiday Campaign Recipe

By Matt Tilley

If you’re not using consumer data in making your company’s holiday marketing decisions, you’re missing out on realizing the best ROI. After all, the sophisticated use of consumer data is essential to achieve better personalization and targeted ads are the new gold standard. 77 percent of consumers have chosen or paid more for a brand that offers a personalized experience – so, if you’ve been looking for a way to break through the fourth wall with your advertising outreach, highly-personalized marketing campaigns are the way to do it.

To maximize the ROI on your marketing campaigns you need to use consumer data and leverage insights in two ways:

  1. Using the right ad tactic: Using data to target customers via the right combination of media at the right time can drive them to make the purchase. This means understanding that each customer has their own ad combination that activates them, and then using that to drive repeat purchasing.
  2. Sending the right ad message: You can also use data to determine the best advertising message for a particular consumer’s interests. It might look like serving your consumers a coupon book for the products they’re about to run out of when it’s time to stock up, or including photos of children in your email blitzes when targeting millennial moms.

Personalization alone no longer provides an exceptional brand experience.

In fact, 88 percent of marketers say that their customers now expect personalization from the brands they interface with. However, there’s still an opportunity to differentiate your brand through personalization this holiday season by leveraging the data and insights to target consumers with more intelligent marketing messages across the right platforms, at the right time.

Of course, you also can’t just set-up a holiday marketing campaign, then kick back and watch the sales roll in. To maximize your holiday marketing success, you need to evaluate the engagement quickly and optimize the campaign to increase for effectiveness along the way. This means no more wasted ad dollars on campaigns that aren’t effective. Instead, you will want to modify your message and the timing of your ads as you go, so you’re always hitting the right customer with the right message at the right time.

 
Next: Turn your Holiday Campaign Social

 
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