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The Holiday Longtail: Five Ways to Extend Your Holiday Marketing Into 2015 for Greater Results

by Jay Calavas  |  
December 19, 2014

To create long-term customer loyalty and profits, marketing professionals need to find a way to extend the yearend holidays' sales momentum into the New Year.

Marketers often spend months preparing for the holiday rush. They undertake ad campaigns, data collection initiatives, and mobile commerce site optimization. The light at the end of the tunnel is often December 26, when Black Friday is a distant memory, Cyber Monday is over, and Christmas has come and gone.

However, there's no reason to consider the season over just because the mistletoe has come down.

As people begin to resume their normal lives armed with gift certificates they want to redeem and sweaters they want to exchange, the holiday longtail—between December 26 and the end of January—is a crucial time period to close last-minute sales and form new customer relationships while reinforcing existing ones.

Here are five ways that marketers can make the most of that holiday longtail.

1. Update landing pages

The first step is to make sure that all email communication, ads, and Web pages are free of Christmas imagery and language as soon as the clock strikes midnight on December 25.

Customers are thinking of New Year's Eve and going back to work or school. If they're visiting your site after the holidays, you can ensure better interactions by providing a timely and updated experience.

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Jay Calavas is chief evangelist at Tealium, provider of enterprise tag management and real-time unified marketing solutions.

Twitter: @jaycalavas

LinkedIn: Jay Calavas

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