This year has been turbulent to say the least, and for many Q4 is make or break so it is vital that you have a clear strategy that you have already begun executing. For those of you still adding the final touches this post could be useful. Because of this pandemic, the cultural shift has meant the need for online services has never been higher, therefore, businesses must ensure they are ahead of the curve, in terms of contemporary strategy and information, especially through the Christmas period.
With many Christmas fairs not going ahead and people still shying away from the bricks and mortar high street as a result of the pandemic, the battle for digital dominance has never been more important, therefore being heards above the increased noise will be of the utmost importance.
Good quality campaigns start with good quality relatable content. Make sure your content relates to your company, its values and the product or service you are promoting. The creative (the image or video you are showcasing) must be high quality so it looks professional to the customer. Like every other marketing channel, your social media is a shop window to your business, showcase what the customer wants to see, not what the company wants to see.
How to you get your brand noticed on Black Friday and Cyber Monday (according to Twitter)
Twitter recently launched the Christmas Hub – this is a report based around advice for marketers and companies planning on using the platform over the festive period, we’ve taken the time to read through it and have the main points that we feel you need to pay extra attention to.
- Create Offers your customers can’t refuse.
Salesforce insights predict that up to 30% of global retail sales will be made through digital channels during the 2020 holiday season. Create offers customers can’t refuse. People hold off on buying until black friday to see what deals can be found, can you entice the customer to purchase your product or service over this period?
- Showcase exclusive products and promotions.
Another way to make the customer aware of your brand is to showcase exclusive products and promotions. People on Twitter like to be the first to try new things and are more likely to be the first to buy new products, so why not use this platform as a means of promoting a new product or service.
- Excite and engage emotion in the customer.
Excite buyers through exclusivity. By doing this there is a sense of urgency and speciality added by limited distribution. Embrace the power of data to engage curiosity. This Cultural phenomena generates some of the biggest sales of the year so your company must be ready to showcase. Do you have any original data, big insights or unique takes that can add unexpected value to your holiday content?
- Engage through humour.
Last but not least, Don’t overlook a little humour. In tough times most people want to see light-hearted and fun content that will sway them away from the current climate.
Insights for the upcoming quarter
The most recent webinar from Twitters #brunchandlearn brought a lot of interesting ideas and current data that can be of use to a lot of businesses. This was especially relevant in the Christmas insights topic.
Christmas is going to be slightly different this year compared to last with 8/10 people understanding adjustments are necessary for Christmas during the Covid pandemic. However, interestingly, 48% are looking forward to a quiet Christmas with most people looking forward to skipping the office Christmas party.
Boxing day sales and New years eve parties are other things people are looking forward to missing, which means in turn not as much is being spent on clothes. 6 out of 10 plan to spend the same amount of money on gifts as last with People starting to plan earlier than usual because of worries about delivery times and arrival, is this something your company takes advantage of?
An interesting insight from the twitter webinar was the Top gifts for different age groups, this is what they found:
- 18-24 year olds is funny novelty gifts/gadgets
- 25-34 year olds is food items
- 35-44 year olds is toys
- 45-54 and 55 + is clothing
The final insight from the twitter #Brunchandlearn webinar was the top 3 things people want from brands this Christmas. Can you incorporate these points into your campaigns this Christmas?
- Provide products and services simply – the customers attention span is limited so make sure the product is exposed simply and effectively.
- Prompt customer service – good service breeds a good relationship and ultimately retention.
- Useful info on covid 19 – just the information that is needed, don’t over-do it.
The pandemic brought upon us has meant we have had to adapt and change the way our businesses function and operate. Some businesses would class this period in time as a barrier, but it should be classed as an opportunity to find new ways to make the most out of e-commerce and what it brings to the table.
We have seen a large increase in e-commerce this year and it has undoubtedly accelerated the trend away from the high street, therefore your online marketing efforts or your ‘shop window’ must be engaging and consistent, just like it would be on the high street.
If you would like more information on how your business could benefit from e-commerce or could do with a helping hand moving your business forward online then do not be hesitant to contact us here at Colehouse.
If you want more info on the Twitter Christmas hub and resources you can find them here: https://business.twitter.com/en/resources/holiday
