Twas the month before December, when all through DO, ALL the employees were working, preparing for Snow (Just kidding, San Diego doesn’t get snow).
With the holiday season around the corner, things will be changing. For better or worse, the holiday season defines the year’s performance for most advertisers. Black Friday seems to start earlier every year so we thought we would share 5 tricks to make sure your digital campaigns are ready for action, without having to swap the turkey for a mouse.
Define what the goal for each channel will be during the holiday season. Whether you’re looking to drive incremental revenue with similar ROAS, or operate more efficiently with an optimal CPA and similar traffic, having established goals is the foundation for success this holiday season.
Planning, Planning, Planning…Did I mention planning?
If you haven’t thought of ways to capture the incremental holiday traffic, then we suggest a brainstorm with account managers ASAP to lock down a plan. Although there’s going to be unexpected hurdles, having all digital initiatives accounted for on one single calendar can help guide strategy for additional keywords, copy, and campaigns.
Decide On Activation Channel Strategy
Let’s say you were looking to increase revenue while keeping efficiency (We’ll use sneakers as a product example). You could set up an RLSA shopping campaign (paid search) for higher ROAS, highlight the top selling sneakers in the weekly newsletter/blog, and utilize Facebook lookalike audiences to go after new users looking for sneakers. Regardless of the product/service being offered, knowing how each channel will be utilized is imperative to being prepared to adapt to ever-changing circumstances.
All digital marketers who value a work/life balance are pros when it comes to automation. Utilize rules to set ads live on certain days. In paid search, use custom labels and rules to have your Black Friday ad turn on at midnight without having to fight off the tryptophan (Just make sure to test the ad and have the ad approved by Google/Bing before pausing in preparation for the big day). There are similar options in the Facebook Power Editor and Ads Manager to make your life just a tad easier.
Don’t Make Decisions Based On Small Data
It’s tough not to look at Black Friday/Cyber Monday performance and make generalizations for the holiday season as a whole. If Black Friday/Cyber Monday didn’t perform as well as you’d like, it’s easy to shift budget around and cut back on spend for the remainder of the holiday season. Although BF/CM are big shopping days, there’s still time to hit your goals with many key shopping days falling between Cyber Monday and New Years. Don’t panic, everything will be alright.
So sit back, relax, and capture the incremental traffic this holiday season (After steps #1-4 are completed)!
Digital Operative has kicked off its award season with two (2) Silver W3 Awards for its ecommerce websites for GSI Outdoors and Soccerloco, both in the same consumer category and powered by the Magento commerce platform. Both of these awards were earned by the teams involved and the individuals who worked hard at every phase of each project. Congrats to the DO team and our client partners.
GSI Outdoors – view website
Soccerloco – view website
About the W³ Awards:
The W³ Awards honors creative excellence on the web, and recognizes the people behind award-winning sites, marketing programs, social content, mobile site/apps and online video. In honoring the best of the Web, the W³ Awards is the first major web competition to be accessible to the biggest agencies, the smallest firms, and everyone in between. Small firms are as likely to win as Fortune 500 companies and international agencies. In its tenth year the W³ Awards received over 5,000 entries from Ad agencies, Public Relations Firms, Interactive Agencies, In-house creative professionals, Web Designers, Graphic Designers and Web Enthusiasts.
It happens every year, summer fades into the background, the holidays are right around the corner and it’s suddenly crunch time in the world of digital marketing; Halloween has officially come and gone. Girls, you’ve managed to repurpose that same flapper dress for the third time now and guys, the flannel lumberjack look may finally need to be hung up for good. The point is you gave it one last go. This same technique can be applied when working through your editorial calendar during the holiday season, we don’t always have time to keep up with internal efforts this time of year, so we’ve put together several tricks to help you repurpose some of that awesome content the same way you repurposed those Halloween costumes.
Oldies but Goodies
Crowdsource. Take a look at what’s performed well over the last year and pull your best pieces for a repost. A light revamp is most likely in order, try changing the title and updating the headers, but the beauty of this particular recycle trick is that the content has got to be evergreen- meaning that the bulk of the information is staying the same. Sure there may be a few updates here and there, but this is a surefire way to knock out content when you’re short on time.
Caterpillar to Butterfly
Turn static content into interactive experiences. While we love practical, we still need to keep in mind the world moves at an extremely fast pace. Repurposing content and giving it a little edge or interactive component is going to get two emoji thumbs up! Check out one of our favorites- Thinglink, it’s an awesome platform that allows you to insert interactive hotspots onto static images. You can also start turning those lengthier content pieces into infographics. Since we know video is on the rise for content marketing, visually expand on concepts by taking an awesome blog post and turning it into a short clip. This time of year social campaigns are at an all time high, tap into that avenue and create festive social posts around existing content.
One on One
Readers love a good 3 to 5 step process for getting things accomplished, learning a new skill or discovering new developments and/or technology in their industry. If you have posts about new technology think about writing a follow up on the one that has gained the most traction this year. Round the post out by providing insights and predictions for the new year.
You’ve got mail
Hit the refresh button on great content with a good old fashioned email. There’s no doubt your weekly agency email is going to start gearing up for the holidays any week now. Be ready to incorporate some of those older pieces into your holiday newsletters. Give them a festive spin and breathe new life into internal blogs, articles or campaigns.
Make the most of your marketing efforts this season and repurpose some of that great content that made an appearance in 2015. Agencies across the world are gearing up for the busiest time of the year, make sure you stay on top of the pack this season. Drop us a line if you need any help with your content marketing… and really, the lumberjack has got to go.
A few weeks ago, Google made the announcement of Alphabet. And marketers began to question what this meant for the future of digital. But, this was just a slight shift to the ever changing Google. Google, a few days ago, announced the change in their logo.
As Google stated, “This isn’t the first time we’ve changed our look and it probably won’t be the last, but we think today’s update is a great reflection of all the ways Google works for you across Search, Maps, Gmail, Chrome and many others.”
After browsing the internet, I came across this youtube video “Google, evolved” — It’s crazy to think of how much Google has already changed, and where it may end up in the next few years, months, even weeks. Google, not just for marketers but most web users, is the answer to all things. We tell people to “Google it” when looking for an answer, we use ads to market products we know people are looking for, to find directions, or even expanding on reviews we’ve received as a business.
With all the updates, Google constantly makes to its search engine (which makes SEO experts scramble), and new extensions it releases for AdWords, it’s definitely the forefront of all marketers minds. We know that Google will continue to dominate the market, but how will it continue to evolve?
The team at Digital Operative is always keeping up on Google trends and awaiting any and all Google updates. Drop us a line, if you want help with your SEO or Paid media marketing efforts.