Jarboe: Will any of your holiday campaigns tap into second-screen users?
Voda: Successful retailers understand the interplay of media across their funnel and have the right measurement in place to guide to the most optimal investment mix across all channels. This is now table stakes.
Jarboe: Can social video change the hearts, minds, and actions of more selective shoppers?
Voda: Yes, absolutely. OptiMine’s Index, which is a performance benchmark across many of the top brands in the world, shows that video over social can be an extremely effective investment area, especially for new customer acquisition.
Jarboe: How to you provide consumers with the information they need without overwhelming them?
Voda: Creative is one of the most important aspects for successful campaigns and even with advances in AI, human creative talent is absolutely worth the investment and can make the difference.
Adjust To Consumer Trends Creatively
Digital marketers need to be creative and nimble to navigate the significant shifts in seven trends during the upcoming holiday season.
Connected TV can play a critical role in reaching consumers. By offering a streamlined user experience, CTV can facilitate better interactions between brands and consumers and help increase sales.
Paying attention to your media mix will be important. Track how your different channels interact with one another as well as how they individually perform.
Invest in human creative talent to create the right messages for the right channels to reach new and already engaged consumers. Optimizing for new experiences, such as allowing users to make purchases directly in ads placed on CTV or social media, could be key to boosting ecommerce sales this holiday season.
Yes, this is hard. But as Jimmy Dugan (Tom Hanks) tells Dottie Hinson (Geena Davis) in A League of Their Own (1992),
“It’s supposed to be hard. If it wasn’t hard, everyone would do it. The hard … is what makes it great.”
All stats above are taken from an EMARKETER report unless otherwise noted.
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