At the time people fall in love with the digital world, we have to admit that it changes everything. Nowadays, more and more customers choose / prefer online shopping, which saves a lot of time and energy. Since people have large amount of choices, the use of digital marketing becomes crucial this winter. In other words, when two competitors promote similar products, timing is everything.
First of all, we need to release holiday marketing campaign early. According to the article, “approximately 52% of shop do not make an actual sale until November, but will begin browsing as early as September”. In my opinion, customers also will not start buying until late November. More likely, they could either drop the products into shopping cart, or forget about them for now. So the frequency of advertisement is tricky. .
Furthermore, social media plays such an important role the whole holiday season. We can not only use social media to target (and reach out) the potential buyers, but also spread out the words of (for example) certain brand to a bigger population in a cheap and quick way. The best thing is that people will share promotions and deals with their families and friends -- free marketing. The power of recommendation is one of the most efficient strategies for online marketers, and it is capable of growing by itself.
Last but not least, “free shipping” is definitely the best card. Shipping fee is the biggest disadvantage for online shopping. Especially when people facing substitutes (same price), without doubt, they will choose the one which has lower shipping fee. Therefore, during holiday season, even “discounted shipping” is not enough anymore, and “free shipping” is a basic offer. “According to the 2015 Holiday Shipping Survey produced by Pitney Bowes, 88% of holiday shoppers prefer free shipping”. We need to make customer feel like -- they are lucky to shop online and saving a lot.
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