Retailers Still Have Time to Prepare for Holiday 2011
Advice to retailers on preparing for the holiday selling season has been around since late summer. I’ve been collecting it but was stimulated to write this post by an email from my friends at Unbound Commerce, announcing that there is still time (barely) to get a mobile site for the holiday season. Important dates are coming soon:
According to Media Post, in 2010, the top five days by conversion volume include Cyber Monday at 16% [Monday November 28 this year; the deals start promply at 12:01 am]; Black Friday at 23% [Friday November 25 this year]; Tuesday, Nov. 30, 17%; Sunday, No. 28, 17%; and Dec. 6, 17%. See their advice on integrating paid search and mobile.
Here ‘s a quick summary of some of the platform-specific advice I’ve found:
Email. Review your last year’s holiday email campaign reports to find out what went right and what went wrong. Here’s a set of tips with a link to a holiday email guide.
Paid Search. With Google far ahead as the leader in online advertising revenue, the importance of paid search can hardly be overstated. If you want to optimize your PPC holiday schedule consider developing a bid boosting plan as recommended by Search Engine Land.
Online Display Advertising. Facebook is coming up fast as a purveyor of highly targeted display advertising. Large, multi-location merchants can target by demographics, lifestyles and activities. Small local merchants can make good use of the geo-targeting available on Facebook. Like Google AdWords, Facebooks ads are self-service and available to all.
MOBILE. That’s one place where all the advice givers find consensus, no matter what their industry. Mobile is going to be huge this year; retailers miss out at their peril. Leapfrog gives good advice that makes two points that many of the experts stress:
1. The holiday season is time for selling, making customer acquisition jump out front of retention for a few short weeks.
2. The LOMO (local mobile) part of the equation is due for a break-out this season as more consumers use their smartphones to search for stores and merchandise nearby.
The website Entrepreneur has good good mobile marketing advice; the more you can accomplish by the holiday shopping season, the better!
For small businesses specifically: Entrepreneur has good advice about integrating your email, social media and mobile efforts. Small Biz Trends has advice for preparing for the holidays—operations as well as marketing.