A LBi/bigeia Iig
Summer 2011
Getting your business readyor the holiday season
A CiaC
LBi/bigmouthmedia
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It may be warm and sunny outside, but Christmas will be herebeore you know it. Retailers are ully aware o the impact thata good Christmas season can have on their bottom line, withNovember and December typically accounting or around 20%o the industry’s annual sales and reaching a whopping 30% ormore or certain product categories such as toys and games.Getting the Christmas campaign right or your business is vitallyimportant, and that means starting now.Customers are more willing to spend money at Christmas than inany other period: according to Experian Hitwise, last Decemberthere were 2.1 billion UK visits to online retail websites in the UKand 44% o Britain’s online adult population spent more onlinein Christmas 2010 than in the previous year, pushing the totalvalue o online purchases to £2.8bn. This was in spite o thegloomy economic situation; in act, Christmas 2010 was one o the most successul ever estive seasons or online retail.
Countdownto Christmas
A ChrIstmAs Countdown
Getting your business ready or the holiday season
12%11%10%9%8%
UK Internet visits to Online Retail
Weekly market share in ‘All Categories’, measured by visits, based on UK usage.Source: Experian Hitwise UK, 2011
Jan 2009 Jan 2010 Jan 2011
LBi/bigmouthmedia
3
6 monthsbeore:gettingstarted
A ChrIstmAs Countdown
Getting your business ready or the holiday season
The rst step in any campaign planning process is to understandyour business goals. Whether your remit is online or oine, as aretail marketer you need to be aware o the overall plans o thebusiness in order to align the roadmap, maximise cross-channelopportunities and ensure a connected approach. This can onlybe achieved by getting the online and oine channels talking,so make sure you communicate clearly and eectively with bothsenior management and your marketing colleagues, regardlesso the area they specialise in.Getting the basics right is paramount beore launching anonline campaign or it can all at on its ace. For ecommercein particular, it is important to carry out the necessary checksto ensure that all technical aspects are happily covered and areseamlessly working together – including website loading times,platorms, server capability and third party sotware. Mobilecommerce will be huge this Christmas, so make sure that yourwebsite is mobile-riendly and optimised or mobile and tabletdevices. Depending on your resources you may decide to ocus onproducts only, allowing your customers to buy on their mobile,or at least create a mobile-riendly store directory where userscan nd stores and buy oine. This is important or paid search -use the landing pages to direct users using mobile searches.
di y k?
Brits are the biggest consumers o newspaper content via mobiles (Source: ComScore, 2011)SEO is the cornerstone o any online campaign, so check thatyou have all resources you need – such as a copywriting team– to react quickly to any developments happening in the run-upto Christmas. You should also carry out an in-depth keywordresearch i you haven’t done so yet, particularly ocusing on topkeywords geared towards Christmas. Don’t orget that thereare likely to be potential crossovers with the PPC terms you’ll bebidding or so synergise whenever possible. Create optimisedlanding pages or any products you want to promote and takesome time to review last year’s perormance: what workedwell and what didn’t? What did your competitors do that wassuccessul?Any PPC campaigns you’re already running should be rereshedto include products or services that will be promoted over theChristmas period. This kind o initiative gives paid search ads akick start and ultimately mean that you can save on your PPCspend once the expensive Christmas campaign begins. It’s alsoworth bidding heavily on generic terms relative to any ‘star’products or new items being launched (e.g. ‘toys’, ‘new toys’) soas to build authority, ideally linking it with any SEO and contentcreation eorts. You should also prepare your KPIs and targetsso you can track and adjust your eorts later on.
Did you know?
It’s predicted that mobile internetadoption will approach critical mass by 2014, with 39%o mobile users (Source: Forrester, 2010)In the display area, start your media planning now byestablishing your target audience demographic and developingyour display brie. This will help identiy the media partnersthat are best positioned to reach your target audience in a cost-eective way. Think about the key placements you’d like tobook or the Christmas period and act as soon as you’ve decidedwhat is likely to work best or you – high impact placements onpopular sites and networks or niche titles get booked well inadvance. Also don’t orget to implement or check your adservertracking to measure KPIs as the campaign develops.
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A Christmas Countdown from bigmouthmedia; 2011
Getting your business ready for the holiday season - a digital marketing how-to from bigmouthmedia.
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