The 12 (Marketing) Tips of Christmas
Sure, sure. Giving is better than receiving, and all that. Marketers selling during this holiday season are sending out packages. But what do marketers get in return, besides revenue, profits and the ability to stay in business? Well, Kenshoo knew marketers needed a few presents. And on Nov. 6, the Tel Aviv-based marketing software provider announced an infographic titled "The 12 Tips of Christmas: for search and social marketing, to make your season merry + bright." (Opens as a PDF)
Marketers can click on each package to find the surprise—a tip inside.
Of course, the tips allow marketers to create more revenue and profits, but maybe that's what marketers wanted in their stockings, anyway.
If marketers want to spoil the surprise, they can read the 12 tips below:
- Look at historical data, because optimizing based on previous results can help boost this year's results. Plus, upping bids on paid search and social during the key dates marketers find there may help them stand out from the heavy competition.
- Use predictive tools to forecast how much adjusting spend on search and social will influence results on key dates, such as Black Friday and Cyber Monday.
- Include seasonal keywords and use "negative" options to rule out unqualified search queries.
- "Develop relevant, holiday-specific ad copy with clear calls to action," Kenshoo says. "Implement testing to ensure your most effective messaging is used on peak times during the festive season to drive the most engagement."
- Employ Google Shopping Campaigns and use snazzy photos in Product Listing Ads to grab attention.
- Ensure consumers will have seamless cross-device shopping experience. [Editor's note: Previous articles allude to the possibility that mobile shoppers may stop before buying because many sites aren't optimized for the experience.]
- Incorporate local search in campaigns so consumers can find stores if they want to convert offline.
- Retarget shoppers and offer complementary items.
- Add social sharing options to product pages.
- Use search marketing campaign insights to inform social media ad buys, so marketers can find the prospects most likely to convert.
- Optimize campaigns more often than usual during the holidays.
- Attribute. Find the touchpoints that influenced the sale.