Build a Preference Platform With Your Customers
Your retail holiday strategy is well underway by now (or should be) but it’s never too late to fine tune your approach for today’s sales while building towards a stronger position for future sales. Syncing with your customers’ buying rhythms is one way to maximize your marketing dollars and year end results.
Relentless advertising messages bombarding consumers across new and old channels, expanded competitive sets, and promotional periods like Black Friday and Cyber Monday have altered consumer buying patterns and, subsequently, marketing plans over the last couple of decades making customer preference a critical but elusive goal. Consumers now explore, search, compare, price and buy with relative predictability that can be charted in your own data as well as external data.
Using the available info to surf and stoke the appropriate waves of consumer activity will help your marketing work harder and better as you get in sync with your consumers’ rhythms and create the framework that favors your selection over competitors.
Early Days = Exploration
The customers’ buying rhythm starts with an exploration phase that begins earlier and earlier in the calendar year. This year, as in recent years, holiday offerings appeared before Halloween candy was even off the shelf as retailers jockeyed to create and exploit demand. This is an ideal time to stir interest, create awareness and drive users to conversion focused landing pages. Even if consumers are not yet ready to buy, that consumer traffic can be used to retarget interested buyers later in the season or to build productive audience models. Keyword driven campaigns in search and social should be broader here as consumers have not yet narrowed their search. Watch the impression levels of certain keyword ad types for clues when consumer switch from “What will I buy?” to “Where can I get the best deal/pricing?”
With over 20 years of online experience Robin Neifield serves as the CEO of Netplus, a top interactive agency, and as the trusted digital guide for CMOs. She has been widely published and quoted on digital strategy and has been a frequent speaker and panelist at industry events like Search Engine Strategies, OMMA, Ad:Tech and others where her insights are sought on varied marketing topics such as digital strategy, behavioral targeting, social media marketing, search engine and conversion optimization, localization strategies and proximity marketing, mobile gaming and email marketing. You can find her on LinkedIn, or reach her by email or phone, (610) 304-9990.