Q4 is upon us, and it’s an exciting time - especially for eCommerce. It’s the largest consumer spending period of the year. Studies show that retailers today gain 51% of their revenue from online sales - and that percentage is only rising.
This year, social media overtook paid search as an advertising platform, seeing 25% growth year on year (Forbes, 2023). Search engines are a less significant part of the consumer journey - social media is often where our buying begins.
It’s been a crazy few years globally - we’ve seen big shifts in consumer habits. In this blog post, we’ll dig into these shifts and trends, and how they should inform your holiday campaigning.
The Q4 Calendar
Your Q4 calendar is packed with important dates - from Black History Month to Halloween to Black Friday and of course, Christmas. According to Salesfire Trends, last year e-Commerce web orders grew by 41.99% on Black Friday. But it’s not just the day itself that you want to think about. This whole period is one big opportunity for conversions.
Around each key date you want to hit key targets in the build-up. Think about it - to launch a discount code, for example, you need to tease it, then launch it and maintain traction throughout. The result? A very busy calendar. Planning now will make it all that bit smoother.
This is audience-specific. Think about your competitive landscape, and what key dates/events you could use to market your product. Knowing your ideal buyer, and the ones that could be tempted, is key here.
Consumer Habits, Trends and Shifts
We know that nowadays shoppers tend to buy fewer items from a smaller number of brands. Economic uncertainty has people being more intentional than ever. They’re prioritising ease, convenience and value.
Last month Meta published their latest insights into consumer behaviour on their platforms - and the stats are juicy.
This is what matters most to consumers in 2023:
What does this mean for campaign marketing?
Building a meaningful relationship with your client base is more important than ever. People appreciate consistency and proven results. Consumers are looking for savings, connection and real value. As a business owner, you know where your true value lies - and your marketing should convey this to the buyer. Consolidating brand loyalty is the ultimate priority.
Making social media social again is what we’re all about. It all comes down to cultivating authentic relationships. At the centre of this work is you, your brand and your dream audience. Your ideal customer is looking for you right now. You just have to position yourself clearly and form those impactful connections.
Holiday campaign planning: what’s the aim?
Q4 is a busy time, for marketers and for shoppers. A good campaign will simplify things for both parties. The aim of your holiday marketing is simple: secure your brand’s spot at the forefront of your buyer’s mind. Over the coming months, you want to move your consumers down the sales funnel.
Your marketing should aim to hit consumers at each stage of the funnel:
Starting this process now means that when those big events come around, your brand will be centre-stage. You want to be the one they turn to when they’re in panic shopping mode, the brand they recommend to their friends, the one whose discount codes they are always on the lookout for.
Know your target audience, and provide what they’re looking for
Think about your target market. What are their priorities? How are other brands in your field marketing themselves? How do you stand out? Getting to know your competitive arena can inform how you structure your campaign.
Understanding how your audience’s spending habits have changed will help you to answer those questions. AdExchanger commented that performance marketing is ‘absolutely essential in an unstable market’. Look back on your performance over the year - stats are your friend!
You have time to slowly reach out to your customer, cultivating a long-term relationship. Don’t rush straight to the hard sell. Show them what you have to offer, and how you can be of value to them.
Marketing Strategy: Playing the Long Game
When it comes to holiday shopping, everyone is different. Take Christmas for example. According to one study (Statista, Dec 2022):
Your ideal social media marketing campaign will catch the attention of individuals over an extended period, intriguing them time and time again. When the time for buying comes around, you want to be the obvious choice.
Gaining notice from social media users, maintaining this attention and encouraging shares and saves is the aim. This will mean that users feel compelled to head to your site when they’re ready to buy. It really is the long game that counts.
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