Three Ways to Get Customer Attention This Online Shopping Season
Published: September 17, 2020
Author: Joe Kerschbaum
TechCrunch tells us that eCommerce is expected to leap to $108 billion this year, an 18% year-over-year upswing. This is truly the year we can call November 1st the start of the “online shopping season.”
Competition will be fiercer than ever before, as more and more brands vie for the attention of a vast pool of consumers. The good news: more of those people will be online. The challenge will be cutting through the noise and getting them to notice your brand.
Now is the time to make bold moves and follow a simple rule of thumb: be everywhere.
Here are three ways to ensure you’re optimizing your marketing plans for greater brand awareness, increased engagement, and higher conversions.
For a complete strategy and detailed tactics on what you can do to stay competitive this year, download our 2020 Holiday Retail Guide.
1. Include CTV in your media
With people continuing to spend most of their time indoors and increasing their usage of streaming services, be sure to include CTV advertising in your marketing plan—note that Comscore reported a 28% increase in streaming services in March, 36% in April, and 33% in early May.
Platforms like Hulu are important in a CTV plan, but don’t let them dominate your media mix. Programmatic CTV means you can reach your audience across a wide variety of popular streaming services. Pluto, Xumo, and Tubi may not be household names to everyone (yet), but they represent immense scale.
2. Boost your social presence
People are using social media as a lifeline to loved ones and friends around the globe. As just one example, The Verge reports a 12 percent year-over-year increase of daily Facebook users, to 1.79 billion.
Strategize for every phase of the funnel to make sure you have all of your marketing bases covered.
3. Be there when your audience is looking
Similarly, people are researching for the holiday season on Google—86% of consumers turn to Google for ideas on what products to buy, and 85% of those searchers are also on YouTube.
Look for peaks in shopping, and check your budget at least twice a day during those peaks to make sure it’s uncapped. In addition, make sure you’re delivering:
- A consistent site experience. Deliver consistent messaging between content and creative.
- Smarter bidding. Test into Smart Bidding now and layer in audience segments to gather learnings.
- An optimized shopping feed. Test into Smart Shopping, and consider implementing a backup feed in anticipation of errors.
‘Tis the season
With so many people online and the holiday shopping season quickly arriving, those people are already starting to research, shop, and purchase.
Make sure you’re exploring every avenue—CTV advertising, social, search, and more—to generate your best holiday shopping results yet. For more tactics and detailed tips, check out our 2020 Holiday Retail Guide.