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Holiday Spirit on Social Media

It’s the most wonderful time of the year, and the busiest shopping time of the year. Retailers and brands are competing for consumer’s attention, so during this shopping season, it is vital for brands to properly communicate key messages. Social media as a key channel provides brands and retailers the opportunity to connect directly with customers through online engagement.

According to Research Industry Voices, 28 percent of consumers will follow certain retailers/brands on social media to keep an eye out for sales, promotional codes and deals. Additionally, 22 percent will follow retailers/brands on social media to find out about the most popular gift ideas. This is precisely why leveraging online channels like mobile marketing to the fullest extent, is crucial during the holidays.

Many brands are using unique approaches via social media to increase sales during the holiday season. Social media campaigns included in the mix this holiday season include contests, holiday cards and social giving. One specific company that has embraced digital assets for its holiday campaign is Target. Target combined Snapchat, Facebook and Instagram for its 2015 holiday campaign, increasing its social budget by 30 percent compared to last year. Christmas-themed geofilters are available to all Snapchat users during the month of December, allowing them to overlay a different branded graphic on top of their photos each day until after Christmas. E-commerce ads through Facebook allow users to shop for different Target products directly from their personal Facebook accounts. Lastly, Target is running Instagram takeover ads using the app’s self-proclaimed high-impact ad unit Marquee.

The efforts brands put forth online should be mimicked in-store as well. The growth of online shopping does not replace the in-store shopping experience. Brands still need to invest dollars on in-store with well-trained and enthusiastic employees and processes to keep shoppers happy and ensure the custome in-store experience is as seamless as their digital experience. With the holiday season in full swing, companies must review their online and mobile presence, be in full launch mode with holiday campaigns highlighting special deals and promotions and ensure all content is authentic and conveys the holiday spirit.

 

Ann Keeling says:

Moreso than ever, online shopping is a strategy for consumers who don’t have the time or energy to deal with the mall. However, there is still a significant contingency of people who relish the mall experience, so all channels remain important to the overall shopping experience. And it’s a matter of ensuring that the brick and mortar experience is reflected in the online experience and vice-versa, which needs time, attention and nurturing.

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