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Your Digital Marketing Checklist for the Holiday Season

The holiday season is one of the busiest times of the year for businesses, and the only way to be ready is to plan ahead. With so many areas of the business to consider, it is easy for those plans to get lost in the holiday mayhem. This digital marketing checklist will help provide an easy step by step guide on key digitl marketing considerations this holidays.

 

Planning, Timing and Scheduling

As we know, timing is everything and you need to understand not only when potential customers are in market, but their typical behaviour patterns. The best way to determine this is through a mix of historical data, monitoring competitor behaviour & tracking of industry trends. By effectively utilising historical data businesses can target consumers with relevant content & ads at the time they are searching in market.

Not only does the overall timing of holiday based targeting need to be accounted for, but also the timing of marketing strategies. There are a few reasons why this is so important:

  1. Helps ensure the right message is sent at the right time – For example, seeing a Merry Christmas ad after New Year can look unprofessional and could also cause issues if a specific offer is attached.
  2. Can provide insights into channel performance – While a multi-channel approach is always recommended, by overlaying times of campaigns and comparing changes in customer metrics you can determine more insights into which mediums worked particularly well.
  3. Takes work off your plate – By sorting out timings beforehand this can allow for certain content or campaigns to be set up in advance.

 

Measurement/Tracking Setup

While the holiday season can be about maximising sales and exposure, measuring performance is crucial to help provide real-time improvements to your campaigns. When finalising your digital marketing strategies ensure that you have tools ready to track performance and provide data on individual channel performance. There are a host of free tools available for businesses including Google Analytics, YouTube Analytics & Facebook Page Insights to name a few. We recommend using a mix of a few different platforms to provide the most complete picture of your digital marketing efforts.

Measurement and tracking is beneficial in a long-term capacity when it comes to holiday digital marketing performance. It is widely known that cookies will be phased out over the next few years and it is up to businesses to begin building their own first party data. By ensuring measurement and tracking is set up via customer loyalty programs for example, they can be more easily retargeted and nurtured into long-term lovers of the company, even after the holidays wind down.

 

Website Readiness

Your website is one of the most important considerations as it is the final destination for your customers. When it comes to preparing your website for the holiday season there are a couple of areas to focus on; website layout & design is likely to change during the holidays. Your website may be updated from a design aspect to encompass a more holiday centric theme, and holiday related landing pages are a great idea to match promotions or discounts offered. Be sure to check your website and relevant plugins are up to date ahead of time, and resolve any hosting issues related to speed so that not only is your website equipped to deal with the influx of traffic but that it can still load quickly to avoid annoyance and potential lost revenue.

 

Testing

The final step is to make sure everything works as it should. This includes cross checking all planned marketing comms will be delivered as per your schedule, there are no issues with ad copy, imagery etc, and the website is fully functional and reflecting holiday promotions correctly.

For help preparing your digital marketing push for the holiday season contact the team at Redline Digital today!

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