Now that 2013 is in full swing, B2C businesses everywhere prepare for the next big holiday: Valentine’s Day. We’ve put together a quick holiday checklist for B2C’s to utilize when planning their holiday marketing strategies.
1. Ensure your digital storefront is prepared to receive visitors
e.g., According to the National Retail Federation, the average person celebrating Valentine’s Day in 2012 spent an average of $126, and that was up 8.5% from 2011. Overall that’s a projected $17.6 billion dollars spent. Nearly one in five of those shoppers bought their gifts online, an increase of 18.1% from 2011.
2. Use dynamic content to show the right content to the right person based on their expressed intent
If a visitor comes to your site searching for a specific product or has previously engaged a certain product category on our site, show them content related to their interests rather than a generic holiday sales message.
e.g., If someone is someone uses the keyword “Valentine’s” in their search query and they land on your site, they are likely looking for a gift for this February 14th.
3. Link your display ads to dynamic homepage content
If you run display ads during a holiday season, use dynamic content to ensure your home or landing page is serving content relevant to the ad the visitor expressed interest in. When the visitor comes back to your site at a later date, use the information stored about their ad engagement to personalize content on your homepage with products relevant to the ad they clicked or parts of your site they previously engaged with.
4. Optimize for mobile
2013 has been marked in business as the “year of mobile,” and according to eMarketer, US consumers will spend $37.44 billion in 2013 on retail purchases made via smartphones and tablets, up from $23.72 billion last year.
During holidays, tailor your mobile site to offer relevant content or special deals and promotions for purchasing through mobile devices. Also keep in mind that each mobile device offers a different experience when browsing online and certain content that might be clear and accessible on an iPhone or Android, might not be the same way on a tablet. Offer content that is specialized for each device.
5. Segment email campaigns based on the user’s interests rather than blasting your entire audience with holiday messaging
Audience segmentation is an important part of a successful cross-channel marketing strategy. The best open and engagement rates are found when marketers stop sending the same message to their entire email audience and target smaller segments with more relevant messages.
Questions about dynamic content or want to learn more? Feel free to reach out to Megan Neely at Get Smart Content. Happy Marketing this Valentine’s Day season!
Statistics Source: National Retail Federation