Digital Marketing Lessons From Holiday 2014
Holiday 2014 was one for the record books. E-commerce businesses finished the year with strong growth and very few shipping fiascos.
A recent study from Custora analyzed over 100 U.S. retailers and 100 million shoppers during the 2014 holiday shopping season (November 2014 through December 2014). Top trends included the continued growth of mobile commerce, search and email remaining the dominant digital marketing channels, and Apple maintaining its firm grip on the mobile marketplace. However, the No. 1 takeaway from the 2014 holiday season is that when planning your 2015 marketing calendar, prepare for a marathon not a sprint.
Black Friday and Cyber Monday Not the Only Important E-Commerce Days During the Holiday Season
Custora reports that U.S. e-commerce revenue was up 15.6 percent from November to December year-over-year. While Black Friday and Cyber Monday were the top two shopping days of the holiday season, the revenue combined accounted for a little under 10 percent of the total holiday e-commerce revenue; the remaining 90.5 percent of the revenue was generated on the other 58 days of the holiday shopping season.
Consider implementing a strong mobile marketing strategy that gradually leads up to the kickoff weekend of the holiday season. Custora reports that nearly one out of every four online purchases were transacted on a mobile device this past holiday season. Therefore, if you're site isn't responsive or mobile optimized, now is the time to do so. Segmenting your audience and tailoring messaging to mobile versus nonmobile users yields the best results from your marketing strategy.
Lastly, continue investing in your email marketing program. Custora's report found that email was the primary marketing channel for driving e-commerce sales — and by a wide margin. Over the Thanksgiving weekend, email marketing accounted for 23.1 percent of sales.