The holiday season means big business for retailers, and this year looks to be cheerier than last. The National Retail Federation (NRF) projects holiday sales will increase 4.1 percent this year to a staggering $586.1 billion and the NRF’s Shop.org projects online holiday sales will increase 12 percent to $96 billion. These projections point to a prime opportunity for display marketers to leverage holiday campaigns to great success, but knowing how to take advantage of a great opportunity is harder than identifying one.
A number of factors will impact how successful display campaigns can be this holiday season including ad types, content and location. A recent Search Engine Watch column notes "Eighty percent of users' time is spent outside search engines...," increasing the importance of re-targeting campaigns and diversifying where ads are being served. With all of this in mind, the following five tips can help ensure display marketers enjoy a successful holiday season:
These strategies should be at the center of each display campaign this shopping season, but there are a few other items to consider as well. Remember that free shipping remains a major online sales driver, and be aware that major brands with physical retail locations have pledged to price match some of the major online retailers. Marketers that prepare for the season with these factors in mind stand to do well and reap some rewards of the growing holiday and online economy.