The holiday season is the biggest business event of the year. As the year-end festivities rapidly approach, it’s time to build your marketing campaigns to take advantage of this crucial period, as the income-generating opportunity is huge! However, in 2022, the context is different than in previous years. As consumer behavior changes, you need to follow holiday trends to increase your sales…
There is no doubt that the current pandemic and inflation are affecting digital marketing. Hence, you need to focus on promotional advertising this holiday season to compensate for the loss of the last two years.
For 2022, promotion is going to be a major digital marketing trend during the holiday season. Hence it is expected to see an increase in special offers from B2C brands like coupons, discounts, contests and giveaways to engage and convert customers.
B2B brands may offer limited-time offers on their most popular subscription service, incentives for membership upgrades, or a referral bonus for customers.
E-commerce continues to dominate holiday shopping and sales
Good news for digital advertisers: The growth of online shopping has stalled after the pandemic. Almost all shoppers will be shopping online this 2022 holiday season. For example, in the United States, Google reported that in 2022 only 4% of shoppers did not use digital channels for their purchases. Meanwhile, eMarketer predicts growth of around 16% in e-. Commerce sales this year.
Additionally, businesses can incorporate inbound marketing strategies to connect with customers and solve their problems, rather than simply promoting their products and services.
No one can escape the juggernaut of the holiday season: Black Friday! Whether you like it or not, it has become an essential part of your digital marketing strategy. But with all the competition for the attention of your target audience, how do you ensure success?
make an attractive offer
If you’re a B2C brand, chances are you already have at least one deal on hand to create your Black Friday content. But if you are a B2B brand, the picture may be a little less clear. Instead of offering a discount, ask yourself if you can offer little or no charge for your services, or offer a free consultation, for example. be creative.
Black Friday deals are available for a limited time only. Take this to your advantage! Decide whether you will run your offer all weekend or only on Friday (or Monday) and plan your content accordingly. Use countdown timer and reminder email.
send email quickly and regularly
Start sowing seeds for Black Friday a few months in advance. Starting a couple of weeks early works well for both B2B and B2C, as it provides higher ROI. There is no rule to determine the best time to send Black Friday emails. Just know that there is a lot more content coming to your customers.
The growing influence of influencers on holiday shopping
In 2022, influencers will continue to shop during the holiday season. During this season, consumers are actively looking for shopping inspiration and are turning to social media for inspiration. The mix of branded content, advertising and social media posts is increasingly influencing the behavior of buyers.
According to McKinsey, 58% of consumers agree that social media influences their shopping decisions during the holiday season. They are also likely to turn to their favorite designers for product recommendations. Data from Meta shows that for 29% of consumers, influencers help them find gifts during the holiday season.
It is clear that influencers contribute not only to product discovery, but also to shopping decisions during the holiday season. Especially with the rise of TikTok, we can expect makers to continue to influence the buying decisions of their viewers. Consumers are actively looking for recommendations on social media and are ready to shop, making the holiday season a strategic time to boost your sales.
Live streaming will be everywhere
Social selling has gained traction this year, and the holiday season will be no exception. 63% of sales professionals said that social selling has become the key to closing a new business. So expect to see an increase in live streaming, where viewers can make purchases directly from your video stream.
Interested in this strategy? Consider which platforms work best for your audience or where they spend the most time, then develop your approach to integrating sales into your video content.
Consumers will start their holiday shopping earlier
This holiday season trend is a continuation of what you’ve seen over the years. Last year, shoppers feared inventory issues and long delivery times, prompting them to start their holiday shopping earlier than usual.
Since consumers actively search for holiday deals earlier than usual, be sure to plan your digital marketing campaigns well in advance. Consider introducing holiday product discounts earlier, or offer inexpensive ways to shop, such as gift sets, or offer vouchers to spend early in the store.