Think about the period between shipping cutoffs before Christmas and after the New Year, a time we like to call the "Advertising Dead Zone." You will need a clever and calculated approach to performance marketing for e-commerce during this time between the holidays.
What might seem like a shopping desert is actually an opportunity to take advantage of campaigns and optimizations that your competition isn't thinking about, placing you ahead of the game for the New Year!
That said, here are some tidbits for you on how to leverage advertising during this period:
Holiday Countdown Campaigns:
- Create urgency by running countdown campaigns leading up to the shipping cutoff date before Christmas. Highlight the limited time left for guaranteed Christmas delivery.
- After the shipping cutoff, transition to campaigns that emphasize last-minute gifts, e-gift cards, or post-Christmas promotions.
Post-Christmas Sales and Promotions:
- Launch post-Christmas sales and promotions to capture the audience looking for deals after the holiday season.
- Highlight clearance sales, discounted items, or exclusive New Year's offers to attract shoppers looking to spend their holiday money.
Gift Card Promotions:
- Promote gift cards as a convenient last-minute gift option. Emphasize that they can be delivered instantly via email, making them an ideal choice for procrastinators.
- After Christmas, continue to push gift cards as a way for customers to treat themselves or their loved ones in the New Year.
Retargeting and Remarketing:
- Implement retargeting strategies to re-engage users who visited your website during the holiday season but didn't make a purchase.
- Create personalized ads based on user behavior, showcasing products they viewed or placed in their shopping cart.
New Year, New You Campaigns:
- Shift the focus of your advertising towards New Year's resolutions and self-improvement after Christmas. Feature products related to health, fitness, organization, or personal development.
- Consider targeting users with messaging that aligns with common New Year's resolutions.
Cross-Channel Integration:
- Coordinate your advertising efforts across different platforms (Google, Bing, Amazon, Paid Social, DSP) to ensure a cohesive and consistent message.
- Use cross-channel retargeting to reinforce your brand and promotions to users who engage with your ads on one platform but haven't converted.
Audience Segmentation:
- Refine your audience segments based on holiday shopping behavior. Target users who have historically made purchases during this period with tailored messaging and offers.
- Leverage CRM data to create custom audiences and deliver personalized ads to your existing customer base.
Social Proof and User-generated Content:
- Showcase customer testimonials, reviews, and user-generated content in your ads. This can help build trust and influence purchase decisions during and after the holiday season.
- Encourage customers to share their post-holiday purchases on social media with a branded hashtag.
Dynamic Creative Optimization (DCO):
- Use DCO to dynamically update ad creatives based on user behavior, preferences, and the products they have shown interest in.
- Test different creatives to identify what resonates best with your audience during the post-holiday period.
Data Analysis and Optimization:
- Regularly analyze performance metrics and adjust your strategies accordingly. Look for patterns in customer behavior and adjust your campaigns based on real-time data.
- Optimize ad spend by reallocating budget to the channels and campaigns that are driving the best results during this specific period.
By strategically planning and adapting your advertising approach, you can make the best use of the year's "Advertising Dead Time." Just because the holidays might be over doesn't mean that people aren't still ready to shop for a bargain, or get a head start on that New Year's resolution!
