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Vanessa Williams

4 Questions to Ask When Planning Your Social Media Holiday Campaign

Tuesday, October 07, 2014

‘Tis the planning season, which means marketers are solidifying their holiday campaigns for the most important retail season of the year. Here are four important data points to consider when planning your social media holiday campaign for 2014.

Blue Print Graphic - Planning Social Media Campaigns This Holiday Season

What type of deal or incentive does yourtarget audience value?

discount vs shipping chart
A social exclusive offer can help brands stand apart from competitors and also drive trackable social sales during this busy season. But with more and more brands jumping on the discount bandwagon each holiday season, it's important to consider the types of incentives your target audience may value when planning your social media promotions.

eMarketer recently conducted a study on the most effective incentives for customers based on demographics.

A major finding in the study was that the incentive preference differed greatly by age group. Millennials, ages 25-34, strongly prefer a discount over free shipping. However, 56-65 year olds would rather have free shipping.

When selecting an offer for your social campaign to promote this holiday, keep these insights in mind to determine which incentive will resonate best with your target audience.

What's your local/mobile strategy?

The importance of local/mobile marketing is increasing each quarter, and it is expected to play a significant role in this years' holiday shopping season (accounting for an estimated $345 billion dollars).

A study conducted by Deloitte showed that 84% of shoppers use digital tools before and during their shopping trip. The task for the social media marketer is to determine social integrations that can leverage these technologies.

Geo-fencing and Beacons may offer more integration opportunities for social media marketers this year, with close to 30K beacons in the US (75% in retail stores). And within 12 months, 54% of mobile marketers plan on using beacons. These technologies can push messages, social content, ads and offers to users' mobile phones (with location services/Bluetooth enabled) when a customer or potential customer enters a designated location.

How are you engaging with your loyal customers?

According to a 2014 Gallup report, engaged customers represent a 23% premium in: share of wallet, profitability, revenue, and relationship growth.

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