The holiday season is fast approaching, and the peak shopping period will be here even sooner. Here Sara Skrmetti, senior director of yield management for Adroit Digital, explains what retailers can do to to more successfully use marketing automation in their holiday campaigns.
The company's research into mothers' holiday shopping habits in 2013 (click here), found that 34% expected to complete 50% or more of all their online holiday purchases on Black Friday and/or Cyber Monday.
At a time where nearly half of American consumers are turning online to shop, it's more important than ever that advertisers remain nimble to attract consumers whenever and however they are engaging online.
When seeking ways to automate holiday campaigns, marketers must remember first and foremost that automation isn't a "set it and forget it" technology. Just as consumer behaviour is constantly changing, so does the marketing strategy needed to address it.
Skrmetti suggests that retailers should consider three key factors to successfully leverage automation in theirholiday campaigns:
"At the heart of these ideas is a data-driven approach to automation," concluded Skrmetti. "With current, relevant data and smart people massaging it, brands can match their strategy with their goals in new and innovative ways. Coupled with the ability to adjust campaigns based on real-time results, brands and agencies will be tuned in to what is coming to make their holiday campaigns achieve the greatest impact."
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