Holiday Planning Playbook Webinar: Top Takeaways

Digital Transformation keeps marketers up-to-date on the latest industry trends, news, and insights in a constantly evolving landscape.

If you haven’t subscribed yet, click the “Subscribe” button in the upper right corner above.

_____

As we swiftly approach the holiday season, understanding shifts in consumer behavior and innovative strategies is crucial for brands to thrive. In our webinar, "Holiday Planning Playbook: Mastering Q4 with Direct Agents," we discussed key insights and tactics for 2023’s holiday shopping season. With a keen focus on current trends, consumer behavior, and practical strategies, we’re sharing our actionable tips from the webinar so your business can capitalize on Q4 opportunities.

The New Ways Consumers Are Shopping For Holiday In 2023

Despite past economic concerns, there is a newfound optimism reflected in decreased inflation, consumer positivity, and predicted growth of nearly 5% YoY for Q4. Although consumers are spending more, cost-consciousness remains due to recessionary mindsets, emphasizing the importance of price, free delivery, convenience, and free returns. The increase in using "Buy Now, Pay Later" (BNPL) options highlights flexibility in payments. Strategies for capitalizing on these shifts include accommodating self-gifting, luxury experiences, and engaging gift guides. We urge brands to rethink their media mix, focusing on awareness and growth channels, modifying KPIs, and adjusting budgets to make the most of Q3 investments before Q4's competitive landscape. Messaging should emphasize value for price-sensitive shoppers. In terms of user experience, mobile optimization is paramount, with mobile-friendly and mobile-optimized websites crucial for conversions. Social commerce should not be overlooked, as optimizing platforms like Instagram Shops and utilizing direct messaging for customer service can enhance engagement and ease of purchase. These collective insights can help brands adapt to evolving consumer trends and successfully navigate the Q4 shopping landscape.

Thinking Outside The Box With Amazon

There are significant benefits of driving outside traffic to Amazon. In fact, one of our clients saw an increase in sales rank and click-throughs as a direct result of a TikTok influencer campaign, for the versatility of Amazon Attribution enabled effective tracking. When considering sending traffic to Amazon vs. brand websites, we advise taking a tailored approach based on target audiences, brand stages, and the allure of Amazon's trusted reviews and Prime benefits for new-to-brand customers. Incentivizing consumer purchases with Amazon Rewarded Display can help to seize consumers' attention with compelling offers. Promotions and testing strategies should also remain a key component in your holiday strategy, striking a balance between attracting customers and protecting profitability. Moreover, Amazon Subscription Boxes are a unique bundle strategy that mirrors subscriptions and can help promote brand loyalty and interest. There is increasing competition on Amazon in 2023, and we urge brands to spotlight unique selling points, leverage Amazon influencer campaigns for awareness, and foster customer loyalty through impeccable experiences in order to succeed this holiday season.

New Testing Opportunities For Holiday Growth?

There are two pivotal growth levers that brands should be maximizing in the upcoming holiday season—User Experience (UX) and Conversion Rate Optimization (CRO), and Influencer Marketing and User-Generated Content (UGC). Starting with UX and CRO, it's imperative to kickstart testing immediately, contrary to popular belief—it's not too late. Brands can still carry out two or three impactful tests before the holiday season hits full swing. Focusing on high-traffic areas like product pages, homepages, and checkout flows is the key to tangible improvements. When activating these tests, it is crucial that there is only one variable being tested and the flight duration is long enough to get accurate results.?

When it comes to Influencer Marketing, brands should keep in mind that it is not a plug-and-play strategy or a one-size-fits-all landscape. Brands must spend time identifying, vetting, and collaborating with the right influencers for a carefully targeted approach. When working with a dedicated influencer team, these campaigns can typically be activated within a few short weeks. The payoffs can be massive, particularly when influencer campaigns are seamlessly integrated with overall marketing initiatives. Utilizing unique promotional codes, dedicated landing pages, and influencer whitelisting turns this content into high-performing paid ads that are effective ways to track short-term performance. However, brands should think holistically about measurement tactics and consider metrics such as the increase in branded search volume or website traffic to understand the long-term impact on broader marketing initiatives. From building brand awareness to driving conversions, influencer marketing offers avenues for maximizing ROI this holiday season.

Looking Forward

The insights gleaned from our webinar underscore the significance of adaptability, innovation, and understanding evolving consumer behaviors. As we gear up for the upcoming holiday season, it's clear that a mix of tried-and-true methods combined with inventive and flexible strategies will set brands apart.

Ready to boost your 2023 holiday marketing strategy? Get in touch with one of our digital experts today to get started.

To view our webinar recordings, click here.