Thank you for joining us at “How to Win Holiday 2021: Not Your Average Q4″! In case you missed it, or if you want to rewatch, please see our recap and video linked below.
Conquering the Curve: Staying Ahead of Consumer Behavior Trends –
- This year will be the largest Q4 to date with consumers starting their holiday shopping as early as June.
- Consumers are resonating with more non-traditional shopping ad formats. They are looking for experiences rooted in “advertainment.” Immersive experiences, influencers, AR, and user-generated content should be used wherever possible since we’re noticing less engagement with traditional formats across the industry.
- There is less brand loyalty among consumers. Shoppers are searching for categories over specific brands and are more swayed by added convenience.
Optimizing your 2021 Holiday Media Mix –
- Brands can mitigate rising marketplace costs through CRO testing, UX audit, and website personalization focused on integrating more user touchpoints.
- Fast, free shipping and “buy now, pay later” options are becoming expected. Failing to implement these options will hurt your performance.
- 73% of people reported that Amazon will be a primary shopping destination this holiday season, so brands should sell their products on Amazon in addition to their eCommerce site if possible.
Challenging increased Competition in the eCommerce Space –
- Stay ahead of supply chain issues by extending return periods, providing multiple shipping cutoff dates, and formulating a backup plan with shipping service providers.
- Traditional promotions alone will no longer differentiate brands. Tap into traditional and non-traditional promotional messaging such as countdowns, standard discounts, last-minute gift idea guides, and more.
- Optimize to micro-conversion events (not just ROAS) leading up to major sales as this will lower your CPM and allow you to get more out of your investment.
Planning for a Cookie-less Future –
- Stricter privacy updates are coming. iOS 15 privacy updates will most likely provide the user even more options to mask their personal information and provide a less intrusive online experience.
- Brands must start building a strong 1st party data strategy as ⅔ of users don’t want to opt-in to data tracking.
- Be fluid with your media mix modeling, taking different social channels into account, and potentially investing in MMP and/or probabilistic modeling to mitigate 3rd party data loss.