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Marketing for the 2014 Holiday Shopping Season

Dean Petrulakis     LinkedIn     Twitter

Senior Vice President, Business Development

Rider Dickerson

With the busiest holiday shopping season right around the corner, we are eager to see what retailers and marketers have up their sleeves to get customers in the door. Much has changed in holiday shopping in the last ten years. Gone are the days of waiting for the huge Sears catalog to arrive at your house and picking out the toys you want for Christmas.  In today’s world, holiday shopping begins earlier each year with commercials, emails, pop-ups, printed advertisements, etc.  Marketers today will do anything that will grab your attention and get you in the door and buy their merchandise. We thought it would be a fun way to get you in the holiday spirit if we gave you a sneak peak on what to expect this holiday shopping season.

One of the marketing channels that will be used more than any year before will be social media.  According to marketing professionals, 62% of marketers plan on using social media as their main platform for attracting customers. Creating brand awareness, extending brand reach and driving sales are the primary goals of every marketer coming into the holiday shopping season.  Social media lends itself to reach a number of age groups and demographics.  When trying to sell products and create  a buzz about your company social media is a great medium to use.

Another medium that is always used is email.  Just this past week some of the major black Friday ads were leaked online and emails with the link to the ad.  In conjunction to using email advertisements many large stores and companies stay true to the first form of medium, our personal favorite, print!  Just this week I have received three of the major store’s printed ads in the mail.  I did receive the emailed version a day before and then when the printed version arrived I grabbed it right away to flip through.

One of the other mediums that will be used heavily in the 2014 holiday shopping season is mobile.  It’s no secret that everyone is attached to their phone – because of this marketers have capitalized on this medium to get shoppers in the store.  One way that marketers are making sure to stay top of mind is sending out text messages with links to coupons for black Friday.  In addition, there have been dozens of QR Codes scattered throughout print ads as well as in the store. And maybe not this year, but don’t be surprised next year if Augmented Reality explodes during the holiday season.

This holiday season, marketers have been diligently using cross media marketing to get their message out to consumers. The average consumer is available on 7.2 channels. Knowing this, big retailers need to put their message on multiple channels to reach their target consumers.  I’m sure everyone has received the Target printed ad in the mail, multiple emails, ads on social media, banner ads, etc. By using the multiple forms of media together they are more likely to make an impact and have consumers take action.

With less than 2 weeks to go until insane shopping at 6pm during Thanksgiving dinner… I mean, the kick off to the most wonderful time of the year,J I am excited to see all of the channels that are used this holiday season to get shoppers in the store. Hope everyone has a wonderful Thanksgiving  and enjoy the holiday shopping season!

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