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Programmatic for Ho Ho Ho Holidays!

Saurabh Dangwal, Vice President, APAC, MediaMath | Jan. 5, 2016
Saurabh Dangwal of MediaMath discusses four steps marketers should take to ensure that their festive online marketing campaigns are best optimised to capture the largest share of the wallet.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

With online shopping so prevalent in today's retail scape, businesses are now poised to develop marketing strategies around the influx of eyeballs on digital platforms. A recent report has shown that the ratio of online purchases to total retail sales in Singapore is the highest compared to any other market in Southeast Asia, while other markets such as Indonesia are also seeing rapid growth rates

Consumer spending tends to soar before and during these periods, whether in-store or online. Timing is everything, especially when it comes to holiday digital marketing campaigns. In the build up to a particular festival, consumers go online in an attempt to find information that includes festive recipes, gift and event ideas, flights and promotions. Their online activities give marketers insights on their behaviour, and marketers can use these to their advantage - targeting an audience that is actively searching for answers. 

Here, Saurabh Dangwal, Vice President, APAC, MediaMath, discusses four steps marketers should take to ensure that their festive online marketing campaigns are best optimized to capture the largest share of the wallet.

1.    Focus on your goals

Festive seasons are the best time to drive sales by adopting a performance-driven campaign that focuses on return-on-investment (ROI), conversion and cost-per-action (CPA), rather than a brand awareness-driven strategy. It is important to consider specific actions that will move customers from awareness to purchase, and then align your strategies accordingly.

For example, in the weeks leading up to Christmas, shoppers are looking for perfect gifts for the special people in their lives. This is an opportune time to promote top gift offers.  With a strong call-to-action, alongside content related to holiday gifts, marketers have the perfect opportunity to bring the solution straight to someone looking for it.

2.    Start with your current customer lists

The fastest path to revenue is through your existing customer base. Having a targeted remarketing initiative for a specific holiday season will engage customers who are already familiar with your brand, lessening the need to create awareness. This also creates an association at the right time, which can help differentiate you from your competitors.

If you have a new product coming out during a holiday season, develop product-specific campaigns with strong call-to-actions to drive product awareness and top-of-mind recall amongst existing customers, ahead of the season.

3.    Present your customers' wish list

Consumers want advertisements that matter to them. At the same time, they are either becoming increasingly numb to online ads or out rightly rejecting them due to a proliferation of unwanted advertising on their screens. The use of dynamic creatives in display and video ads allows marketers to personalise content and imagery in order to resonate clearly with individual customers' specific wants.


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