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Is Your Marketing Ready for the Holiday Shopping Season?

by Brandon Hartness  |  
November 18, 2014
  |  698 views

It's time again to stock the shelves (and the virtual ones, too) and get ready for the crush of holiday shoppers. With another short holiday shopping season on our hands (only 26 days between Black Friday and Christmas), I'm feeling anxiety from all corners.

For many of my clients and partners, though, the anxiety is less about the eight-week celebration blitz and more about where they are in terms of digital marketing strategy.

The countdown is beginning, and marketers are feeling the crush in these last few critical weeks.

If you're feeling the pressure, don't panic—there's still time to implement meaningful promotional tactics that can both enhance your holiday results and lay solid groundwork for a strong, successful 2015. 

Take the following tips as last-minute checks to tighten up what you've got in place and ensure your best holiday yet.


1. Remember that multichannel and mobile matters

US e-commerce is projected to grow nearly 17% this holiday season, eclipsing last year's 15.3% increase—and 50% of those sales will be influenced by digital interactions.

What's more, 84% of shoppers will use some sort of digital tool surrounding their brick-and-mortar experiences, and they'll convert at a 40% higher rate than those shoppers who don't start online.


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Brandon Hartness is a Marketing Cloud Evangelist for Adobe Marketing Cloud, a provider of integration solutions for measurement and metrics.

LinkedIn: Brandon Hartness

Twitter: @bhartness

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  • by Katherine Wed Nov 19, 2014 via web

    Great points Brandon. Especially in regard to mobile Ė and I think another way we can be everywhere with our customers is to make sure we are accessible by phone. As more people use smartphones for e-commerce they are one step closer to click-to-call for more information. And around the holidays, the support they receive can help move customers along to purchase.

    And being able to understand what marketing is driving mobile callers is vital to optimizing your holiday marketing campaigns. Ifbyphone has a white paper on marketing to smartphone users that explains more: http://public.ifbyphone.com/landingpage/marketing-to-smartphone-users/

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