This document provides a holiday planning guide for marketers with information organized across four phases: preparation from now until July, building momentum from August to September, maximizing sales during the holidays from October to December, and keeping customers engaged post-holidays in January. The guide outlines key tasks for each phase, including setting up analytics and retargeting tools, audience segmentation, campaign setup and optimization, and measurement strategies. The goal is to help marketers plan early and effectively leverage platforms like Facebook and Instagram across the entire holiday customer journey.
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
You Got Served: Email Marketing Ideas for RestaurantsiContact
Mega food and beverage brands now spend more money on mobile digital marketing than any other medium, and who can blame them when 75% of Americans say they use their smartphones most often to check email. No matter how many restaurant locations you currently market—whether it’s one or many—you can do everything the big brands do with email marketing, digital coupons, and online reviews. Going digital with your advertising and marketing is easier than you think — if you pick the right partner; plus, you’ll spend less, know more about your customers, and have more time to run your restaurant!
Join David Gonynor, CEO of That’s Biz, the restaurant digital marketing agency that’s distributed over 500 million digital coupons since 2007, and iContact’s Content & Creative Manager, Jess Knight (previously with newBrandAnalytics d.b.a. Sprinklr), as they spill the beans on everything you need to be successful with email marketing.
On this free webinar, you’ll learn about:
• The best- and worst-performing subject lines sent by restaurants
• Sending single use coupons customers can show on their smartphones
• Email design tips sure to get your customers opening and clicking more
• Where to put your Email Club signup offer on your website and social
… And many more tips and tricks!
Before jumping on the Facebook/Twitter/ social media bandwagon, it’s important that organizations assess the alignment of their business objectives relative to their online presence and reach.
PMG Media Group can setup a one-on-one consultation with of our managers familiar with your industry to conduct a needs analysis and market research. PMG targets, friend, follow, and engage with people from your target market (free organic traffic) + invite your existing customers to all of your social media pages.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
Having good years of experience in Marketing Communication, Brand Management, Digital Marketing, Events and exhibitions, Marketing budget and strategy, Vendor management. Altogether 10 years of vast work experience in creative agencies and brand side helped me to gain more knowledge and skill set to my domain. Though this period have planned, designed and executed many campaigns which helped brand to put a strong identity in the market.
My work portfolio will give you a glimpse of my capabilities & potentials and dedication towards my work.
Powerful Digital Strategies for Conquering Top Consumer Seasons Real-Time OutSource
Never underestimate the power of the seasons; their impact on society and the significant role they play in our lives. The world looks forward to certain celebratory seasons and occasions because of their emotional and educational value. Seasonal marketing campaigns can be the most influential contributor to a brand's success, inspiring customers to return multiple times throughout the year due to a positive 'first contact' experience. Seasonal campaigns matter because they're relevant to the times we're living in now. Everything we know and do is subject to being shared; from minute-to-minute restaurant experiences to hashtags that can boost sales with a single word. Then there are the Instagram stories that carry with them the short yet powerful punch that can increase your bottom line simply by being in the right place at the right time.
Seasonal marketing campaigns remind us that "timing is still everything."
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
You Got Served: Email Marketing Ideas for RestaurantsiContact
Mega food and beverage brands now spend more money on mobile digital marketing than any other medium, and who can blame them when 75% of Americans say they use their smartphones most often to check email. No matter how many restaurant locations you currently market—whether it’s one or many—you can do everything the big brands do with email marketing, digital coupons, and online reviews. Going digital with your advertising and marketing is easier than you think — if you pick the right partner; plus, you’ll spend less, know more about your customers, and have more time to run your restaurant!
Join David Gonynor, CEO of That’s Biz, the restaurant digital marketing agency that’s distributed over 500 million digital coupons since 2007, and iContact’s Content & Creative Manager, Jess Knight (previously with newBrandAnalytics d.b.a. Sprinklr), as they spill the beans on everything you need to be successful with email marketing.
On this free webinar, you’ll learn about:
• The best- and worst-performing subject lines sent by restaurants
• Sending single use coupons customers can show on their smartphones
• Email design tips sure to get your customers opening and clicking more
• Where to put your Email Club signup offer on your website and social
… And many more tips and tricks!
Before jumping on the Facebook/Twitter/ social media bandwagon, it’s important that organizations assess the alignment of their business objectives relative to their online presence and reach.
PMG Media Group can setup a one-on-one consultation with of our managers familiar with your industry to conduct a needs analysis and market research. PMG targets, friend, follow, and engage with people from your target market (free organic traffic) + invite your existing customers to all of your social media pages.
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
Having good years of experience in Marketing Communication, Brand Management, Digital Marketing, Events and exhibitions, Marketing budget and strategy, Vendor management. Altogether 10 years of vast work experience in creative agencies and brand side helped me to gain more knowledge and skill set to my domain. Though this period have planned, designed and executed many campaigns which helped brand to put a strong identity in the market.
My work portfolio will give you a glimpse of my capabilities & potentials and dedication towards my work.
Powerful Digital Strategies for Conquering Top Consumer Seasons Real-Time OutSource
Never underestimate the power of the seasons; their impact on society and the significant role they play in our lives. The world looks forward to certain celebratory seasons and occasions because of their emotional and educational value. Seasonal marketing campaigns can be the most influential contributor to a brand's success, inspiring customers to return multiple times throughout the year due to a positive 'first contact' experience. Seasonal campaigns matter because they're relevant to the times we're living in now. Everything we know and do is subject to being shared; from minute-to-minute restaurant experiences to hashtags that can boost sales with a single word. Then there are the Instagram stories that carry with them the short yet powerful punch that can increase your bottom line simply by being in the right place at the right time.
Seasonal marketing campaigns remind us that "timing is still everything."
SCA Promotions - Your Source For Promotions That MotivateJulie Davis
SCA partners with advertising agencies, big brands, and other ROI-minded clients to implement the most effective, high-return promotions, sweepstakes, games, and contests in the industry. SCA offers an entire suite of classic promotions and cutting-edge digital promotions from which to choose, each proven through years of successful implementation to meet or exceed client marketing objectives.
Today’s always-on, digitally aware consumers have unprecedented access, choice, buying power brought on by mobile devices, social networks, and digital media. The path-to-purchase is not linear - it’s complex, irrational, and subject to bias. Mobile connectivity has fractured the consumer journey into hundreds of real-time, intent driven micro-moments. Join us as we explore the Modern Consumer Decision Journey, expose the stage-by-stage multitudes of influences that impact how consumers experience today’s real-time decision journey and uncover the many “whys” surrounding choice and behavior. http://info.signals-analytics.com/consumer-journey-introduction
$118.4 billion was spent on content marketing, video marketing, and social media in 2013. What will be your content marketing focus in 2014?
In this 451 Marketing webinar, our Executive Vice President of Digital Marketing Francis Skipper will share his insights on upcoming trends and strategies to captivate your audience through content marketing.
Walk away from this 451 Marketing webinar with insights on:
- Defining Goals: from brand awareness to lead generation
- Trends in Content: what types of content are most popular?
- Social Platforms: the top channels to focus on in 2014
- Analytics: How to measure the impact of your content marketing efforts
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Are you drowning in content? Or are you in a content drought? If you’re engaging in social media marketing, email marketing, and web marketing, you have a content problem. Either you have too much content and you don’t know how to streamline it efficiently, or you don’t have any content and you lack the time, effort, or know-how to create it!
Start your stopwatch because you’re about to learn to create a content marketing plan in 60 seconds or less by filling in the blanks in this sentence…
Ready?
On [DATE], [WRITER] will publish a [POST TYPE] using [VEHICLE] about [CATEGORY].
There are 5 elements you need to include in an effective content marketing plan...
1- Date
2- Author
3- Post Type (How-To Post, List Post, etc)
4- Vehicle (text, video, audio, image)
5- Category (The broad topic of the post)
The key to a healthy blog is to mix up the POST TYPE, VEHICLE, CATEGORY and even the WRITER to create a rich and interesting collection of content.
To learn more about the various POST TYPES available to you click the ‘POST TYPES’ tab in the Content Marketing Plan spreadsheet.
Once you’ve filled in the blanks in this sentence, transfer it to the Content Marketing Plan Spreadsheet like this one...
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Secrets to King Content's Content Strategy methodologyKing Content
If you’re a marketer struggling to make content drive meaningful engagement and ROI in your organisation then this Boot Camp is an ideal place to kick-start your content marketing efforts.
#nxsyd has partnered with content marketing agency King Content, who are globally recognised for creating award-winning end-to-end content marketing strategies.
Learn the secrets to viral content, how to develop an effective content strategy for your brand and what the most-effective formats and distribution tactics are to get your content noticed.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Optimising content for search vs socialKing Content
A look at content optimisation and why fantastic content can struggle to find its audience.
The difference between search and social content:
- A search audience intends to find your brand
- A social audience is more likely to happen upon your content.
Check out the key insights from a King Content masterclass.
Why Gamifying? Business questions
Strategies of consumer gamification
Cases:
Entertainment– NBC Ford Escape Route
Enterprise – Siemens, Cisco
Retail – Best Buy, Wendy’s
Media & Publishing – Top Chef
eCommerce – CampusFood.com
Health/Wellness – Everyday Health
Education – Pearson/Alleyoop
For good – Nickelodeon, Half The Sky
Common mistakes
More examples
21st Century Branding: Positive Change Agents Ann Odell
Good Business & Good Branding are synonymous.
Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other.
21st Century BRANDS reflect our ideals, values, aspirations, passions.
A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning.
Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS.
Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.
SCA Promotions - Your Source For Promotions That MotivateJulie Davis
SCA partners with advertising agencies, big brands, and other ROI-minded clients to implement the most effective, high-return promotions, sweepstakes, games, and contests in the industry. SCA offers an entire suite of classic promotions and cutting-edge digital promotions from which to choose, each proven through years of successful implementation to meet or exceed client marketing objectives.
Today’s always-on, digitally aware consumers have unprecedented access, choice, buying power brought on by mobile devices, social networks, and digital media. The path-to-purchase is not linear - it’s complex, irrational, and subject to bias. Mobile connectivity has fractured the consumer journey into hundreds of real-time, intent driven micro-moments. Join us as we explore the Modern Consumer Decision Journey, expose the stage-by-stage multitudes of influences that impact how consumers experience today’s real-time decision journey and uncover the many “whys” surrounding choice and behavior. http://info.signals-analytics.com/consumer-journey-introduction
$118.4 billion was spent on content marketing, video marketing, and social media in 2013. What will be your content marketing focus in 2014?
In this 451 Marketing webinar, our Executive Vice President of Digital Marketing Francis Skipper will share his insights on upcoming trends and strategies to captivate your audience through content marketing.
Walk away from this 451 Marketing webinar with insights on:
- Defining Goals: from brand awareness to lead generation
- Trends in Content: what types of content are most popular?
- Social Platforms: the top channels to focus on in 2014
- Analytics: How to measure the impact of your content marketing efforts
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Are you drowning in content? Or are you in a content drought? If you’re engaging in social media marketing, email marketing, and web marketing, you have a content problem. Either you have too much content and you don’t know how to streamline it efficiently, or you don’t have any content and you lack the time, effort, or know-how to create it!
Start your stopwatch because you’re about to learn to create a content marketing plan in 60 seconds or less by filling in the blanks in this sentence…
Ready?
On [DATE], [WRITER] will publish a [POST TYPE] using [VEHICLE] about [CATEGORY].
There are 5 elements you need to include in an effective content marketing plan...
1- Date
2- Author
3- Post Type (How-To Post, List Post, etc)
4- Vehicle (text, video, audio, image)
5- Category (The broad topic of the post)
The key to a healthy blog is to mix up the POST TYPE, VEHICLE, CATEGORY and even the WRITER to create a rich and interesting collection of content.
To learn more about the various POST TYPES available to you click the ‘POST TYPES’ tab in the Content Marketing Plan spreadsheet.
Once you’ve filled in the blanks in this sentence, transfer it to the Content Marketing Plan Spreadsheet like this one...
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Secrets to King Content's Content Strategy methodologyKing Content
If you’re a marketer struggling to make content drive meaningful engagement and ROI in your organisation then this Boot Camp is an ideal place to kick-start your content marketing efforts.
#nxsyd has partnered with content marketing agency King Content, who are globally recognised for creating award-winning end-to-end content marketing strategies.
Learn the secrets to viral content, how to develop an effective content strategy for your brand and what the most-effective formats and distribution tactics are to get your content noticed.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Optimising content for search vs socialKing Content
A look at content optimisation and why fantastic content can struggle to find its audience.
The difference between search and social content:
- A search audience intends to find your brand
- A social audience is more likely to happen upon your content.
Check out the key insights from a King Content masterclass.
Why Gamifying? Business questions
Strategies of consumer gamification
Cases:
Entertainment– NBC Ford Escape Route
Enterprise – Siemens, Cisco
Retail – Best Buy, Wendy’s
Media & Publishing – Top Chef
eCommerce – CampusFood.com
Health/Wellness – Everyday Health
Education – Pearson/Alleyoop
For good – Nickelodeon, Half The Sky
Common mistakes
More examples
21st Century Branding: Positive Change Agents Ann Odell
Good Business & Good Branding are synonymous.
Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other.
21st Century BRANDS reflect our ideals, values, aspirations, passions.
A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning.
Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS.
Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.
Are you eager to enhance your knowledge of marketing campaigns? Look no further! We have just published an insightful blog post that explores the fascinating world of marketing campaigns, their various types, and real-life examples of successful campaigns.
In our latest article, "What are Marketing Campaigns? Types and Examples," we dive deep into the fundamentals of marketing campaigns and shed light on their significance in driving business growth and reaching target audiences effectively. 💼💡
Whether you're a marketing professional, business owner, or simply curious about the world of marketing, this blog post is a must-read! 🌟
📚 Read the full blog post of marketing campaigns here: https://www.webmaxy.co/egrowth/marketing-campaigns/
Know the revenue contribution of your marketing campaigns. Take a Webmaxy eGrowth trial now! https://www.webmaxy.co/egrowth/
We encourage you to engage with the content by liking, commenting, and sharing it with your network. Let's spark a discussion and exchange valuable insights about marketing campaigns! 💬🚀
#marketingcampaigns #marketingcampaign #campaignmarketing #whatisacampaigninmarketing #marketingcampaignstrategy #campaignmarketingstrategy #marketingcampaignstrategies #howtocreatecampaign #whatisamarketingcampaign #creatingamarketingcampaign #marketingcampaigntypes #typesofmarketingcampaigns #marketingcampaignplan #howtocreateamarketingcampaign #successmarketingcampaign #planningmarketingcampaigns #marketingcampaignplanning #createmarketingcampaigns #marketingcampaignsdefinition
The 20 point checklist to prepare your store for the holiday seasonBeeketing
In this Holiday Marketing guide, you’ll learn:
The most up-to-date statistics about the last year holiday sales season
20 actionable and easy-to-apply holiday marketing ideas
Suggested marketing tools to save your time and efforts
First, it’s important to take some time to reflect these highlights of Holiday 2016 landscape.
Is your company ready for Christmas? Our free retail guide is full of helpful tips and tricks to make sure that you have your marketing covered from A-Z.
Clever product marketing strategy is the key to the success of the remaining 10%. Pricing your product, planning your advertising budget, identifying your target audience and their needs, and estimating the revenue that you could generate from advertising, are some of the many benefits of product marketing.
Similar to Facebook Marketing - Holiday Planning Guide 2016 (20)
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. TABLE OF CONTENTS
Let’s dive into Holiday
Planning!
03 Introduction
05 START YOUR HOLIDAY PLANNING (NOW - JULY)
Preparation Checklist
10 DURING THE HOLIDAYS (OCTOBER - DECEMBER)
Maximize Sales
08 BEFORE THE HOLIDAYS (AUGUST - SEPTEMBER)
Build Momentum
12 POST HOLIDAYS (JANUARY)
Keep Your Customers Engaged
04 4 Phases of Holiday Success
13 Tactical Plans for the Holiday Season
14 Closing
02
3. Summer is Here!
While most people start daydreaming
about beach vacations and backyard
barbecues, successful marketers start
planning for the holidays.
Holiday season is one of the biggest times of the year for retailers, accounting
for as much as 20%
of annual sales for some.1
Given the importance of the
season, early planning and preparation is key to maximizing your success
during the holidays.
While the joy of gift giving during the holiday season is a constant, the consumer
journey to holiday shopping is fast changing. Mobile devices increasingly play
a pivotal role during the holiday season, and 62%
of consumers report using their
smartphones more than previous years to research holiday shopping.2
Mobile’s
impact on both online and in-store sales will continue to grow, making it a key
marketing channel for retailers.
Consumers are very active on Facebook and Instagram throughout the holidays.
Time spent on Facebook starts accelerating in early October, reaching a peak
around New Year’s Eve, making it prime time for you to reach your audience,
drive discovery of your products and grow your business.3
In this guide, we will share tactical plans to best prepare for the holiday season
and make the most of your ad campaigns across Facebook, Instagram and the
Audience Network. Grab your favorite summer beverage and let’s get planning!
1. Source: US Census Data, monthly retail sales, 2015. Holiday season consists of sales from
November and December
2. Source: IPSOS Holiday Survey (commissioned by Facebook), US general population aged
18-65, Dec 2015-Jan 2016
3. Source: Facebook data, 7-day average Oct 1 – Jan 15, 2016 (accessed April 2016). All US
consumers aged 18+
03
4. 1 PREPARATION (NOW - JULY)
Before the holiday rush hits, take this time to set up the right tools, study your
target audience and test your creative strategy.
2 BEFORE THE HOLIDAYS (AUGUST - SEPTEMBER)
Take advantage of these less-promotional summer months to build momentum,
get your brand message out, grow your customer base and capture intent data
from your website or mobile app.
3 DURING THE HOLIDAYS (OCTOBER - DECEMBER)
Your pre-holiday campaigns will do the heavy lifting, preparing you for the holiday
season. With the right tools in place and a larger customer base, you are ready to
break through the clutter and focus on customers who already expressed interest.
4 POST HOLIDAYS (JANUARY)
After the holidays is an excellent time to deepen your relationship with the customers
you worked so hard to acquire during the holiday season and convert them to repeat
buyers with the right demand generation and cross-sell programs.
4 Phases of
Holiday Success
While planning for the holiday season is key to success, it is important
to divide your marketing strategy into these four phases to focus your
efforts and use your resources effectively.
04
5. 01. START YOUR HOLIDAY PLANNING (NOW - JULY)
Preparation Checklist
Build a strong foundation. These technical tasks will set up a seamless user
experience for your potential customers and give you the right foundation
for effective re-targeting during the holiday season.
Invest in mobile: 60%
of consumers say that they plan to buy more often from
smartphones or tablets than last year.4
To capture this growing opportunity,
you need to start investing in mobile marketing, measurement and shopping
experiences. Take this time to create an optimized mobile purchase experience
from your ad creative to your check-out experience.
Add the Facebook pixel to your website and the Facebook SDK and App
Events to your mobile app: The Facebook pixel and SDK are pieces of code
for your website and mobile app that enable you to measure and optimize, as
well as build audiences for your ad campaigns.
Get started with the Facebook pixel here:
www.facebook.com/business/a/online-sales/conversion-tracking
Get started with the Facebook SDK here:
developers.facebook.com/docs/app-events
Make sure you are set up for cross-device retargeting: Dynamic ads allow
you to automatically promote your product catalog to people across devices.
To take advantage of this format, make sure that your product catalog is ready
for Facebook and you are using standard events to report which products from
your catalog are being viewed, added to cart and purchased.
Get started with dynamic ads here:
www.facebook.com/help/1614292432221509
You have big goals for the holiday season. Your primary objective now
should be setting up the foundational tools and insights to serve as the
backbone of your holiday campaigns.
2x increase in return
on investment
2x lower cost-sales ratio
German fashion retailer dress-for-
less used dynamic ads to retarget
customers with unprecedented
relevance.
4. Source: SIGNAL, “The Signal Retailer’s Guide to Understanding the 2015 Holiday Shopper,” July 2015
Facebook Case Study, June 2015
05
6. Get to know your audience. The more customer insights you have, the better
you are equipped to sail through the holidays with the best campaigns tailored
to them. Here are key steps to building the right campaign for your audience.
Identify key audience segments: Start planning by determining which audience
segments you will want to reach during the holidays and the best ways to connect
with them. For example, you may want to set up different campaigns for potential
customers versus high lifetime value customers or category purchasers. With this
segmentation, you can tailor your ad campaigns, creative and messages to what
resonates with them.
Leverage Facebook’s strategic insights about your customers: Use Audience
Insights to dive deeper into the demographics, location, interests, psychographics
or purchases patterns of your current and potential customers. With this information
in your back pocket, you can further craft your campaigns.
Learn more about Audience Insights here:
www.facebook.com/ads/audience_insights
Know your customers’ conversion path: At this point, you have already
implemented the Facebook Pixel and Facebook SDK and App Events, and you
can review the cross-device conversion paths in ads reporting. You can use
this data to accommodate your customers’ behavior in your marketing plans. For
instance, if your customers browse on mobile and purchase on desktop, you can
draw their attention with a video on mobile and a strong call to action on desktop.
For more information on cross-device conversions visit here:
www.facebook.com/business/news/cross-device-measurement
Test, measure and test again: This is a great time to test your creative formats
and bidding strategy. For example, your high lifetime value (LTV) customers may
respond to link ads with video but new customers may convert better with link
ads with a product image.
06
To get more reach
this holiday season,
advertise across
Facebook, Instagram
and the Audience
Network.
7. Set up your auction and delivery strategy. Start budget planning early to
ensure you are allocating your resources for always-on campaigns and big
holiday moments.
Plan how you’ll measure.
Explore Facebook Marketing Partners.
Allocate your budget: Design a budget for always-on campaigns to drive sales
during the holiday season. At the same time, plan for key high-volume days such
as Black Friday and Cyber Monday, as well as key holiday pushes and free
shipping deadlines.
Consider manual bidding to hit your conversion goals: Auctions get
competitive during the holiday season. Consider manual bidding to maintain
control over your conversion goals while ensuring delivery. For dynamic ads,
utilize automatic bidding to maximize efficiency.
Be mindful of the audience overlap: Ensure that your campaigns do not have
overlapping audiences to hit your delivery goals. If you are seeing an overlap,
consider consolidating these campaigns or refining your targets.
Start planning for measurement: When planning any successful marketing
campaign, you also need to think about what key metrics you’ll measure. Did
your ad campaign drive awareness for your brand? Did it drive additional sales
on your website? Did it increase foot traffic to your store? To answer questions
like these, we have a suite of measurement tools, based on people, that will help
you measure the true value from your ad campaigns — no matter the objective.
For more information on Brand Polling:
www.facebook.com/business/learn/facebook-brand-polling
For more information on Conversion Lift:
www.facebook.com/business/a/conversion-lift
For more information on measuring store visits and offline conversions:
www.facebook.com/business/a/multi-location-ads
If you need an extra set of helping hands during this holiday season, Facebook
Marketing Partners can be a great resource to supercharge your holiday marketing
efforts. They can help with anything from adding scale to reaching new audiences
to buying media more efficiently.
Learn more about Facebook Marketing Partners here:
facebookmarketingpartners.com
PRO TIP:
Set your budget to account
for anticipated conversion
rates during the holidays.
07
8. How to Meet Your Objectives
BRAND AWARENESS
Reach your target audience to increase awareness of your brand, products and
services to become top of mind for their holiday wish list.
Audience Segmentation: Create segments based on demographics and
psychographics. Leverage Audience Insights to understand how these segments
perceive your brand to tailor your messaging.
Targeting: Build your key audiences using demographic, geographic and
behavioral targeting.
Ad Formats: Visual formats that draw attention work best for this objective.
Consider video, Carousel or Canvas ads to create an immersive experience
with your brand and showcase your products.
Creative Strategy: Make sure your creative is noticeable and your message
is emotionally relevant to your audience.
Optimization: Optimize using reach and frequency buying to drive brand
metrics that matter.
Measurement: Use Brand Polling to determine if your ad campaign drove
an increase in brand metrics such as ad recall.
28 seconds on average
spent on Canvas
6.7x return on ad spend
To inspire young homeowners,
home improvement chain Lowe’s
used Canvas to share their renova-
tion ideas.
Facebook case study, April 2016
02. BEFORE THE HOLIDAYS (AUGUST - SEPTEMBER)
Build Momentum
Take advantage of the less promotional summer
months to build momentum before the holidays.
With back-to-school shopping in full swing, the
end of summer can be a great time to boost brand
visibility, grow your customer base and capture more
intent data from your website and mobile app.
PRO TIP:
Consider booking inventory in the reach & frequency buying tool as early
as 6 months in advance to secure inventory.
08
9. DEMAND GENERATION WITH NEW CUSTOMERS
Jumpstarting demand generation will allow you to have a healthy buyer base
to set you up for the coming months.
Audience Segmentation: Identify specific segments that you would like to
acquire more of, such as high lifetime value customers or category purchasers.
Targeting: Leverage lookalike audiences to find more of the prospects you
identified as desirable audiences.
Ad Formats: Highly engaging ad units such as video link ads, carousel link ads,
and Canvas will allow you to showcase multiple products and offers in a visually
compelling way. Consider lead ads to build a high-quality email subscriber list
that you can follow up with during the holiday season.
Creative: Since these are new buyers, educate them with rich information that
demonstrates value and highlights key benefits.
Optimization: Choose optimizing for conversions to generate the actions you
care about such as a purchase.
Measurement: Use Conversion Lift to determine how much additional business
was driven from your ad campaign to your website, mobile app or store.2x increase in leads
66%
lower cost per
acquisition
The national medical spa, Sona
MedSpa promoted its services by
offering people a free consultation
using lead ads.
Facebook case study, December 2015
PRO TIP:
Remember to exclude your
original customer list to reach
new people.
4.4%
sales lift
35.1%
increase in new
website visits
3.2%
increase in new
customers
The heritage lifestyle brand Lands’
End used Facebook carousel ads
to increase online sales and attract
new shoppers to its website.
Facebook case study, October 2015
09
10. 03. DURING THE HOLIDAYS (OCTOBER - DECEMBER)
Maximize Sales
Holiday season is a big focus for every retailer, making
it a highly promotional period on Facebook starting as
early as August. This is the time where all your pre-holiday
planning will pay off in spades. With the right tools in
place, and with your brand top of mind for your key
segments and a larger customer base, you are in great
shape for retargeting customers who are already familiar
with your brand and who have demonstrated interest in
your products and services.
How to Meet Your Objectives
DRIVE SALES
The most cost-effective way to advertise during the holidays is focusing on
people who are already familiar with your brand to drive them to purchase in
store, online or in your mobile app. So let’s get right to it!
Audience Segmentation: Build your campaigns around customer segments
such as single category purchasers, members of your loyalty program, recent
purchasers or past holiday purchasers to create a conversion path specific to them.
Targeting: Use Custom Audiences to reach people who have been to your site,
used your app or purchased from you before.
Ad Formats: Leverage ad formats that will allow you to showcase your products
and services such as video link ads, carousel link ads or Canvas ads.
Creative: Make sure you are showcasing your best-selling products to your
audience segments and illustrating the key selling points to build interest.
To boost conversions, create urgency with limited time offers, shipping deadlines
and timely promotions such as Black Friday and Cyber Monday.
Optimization: Optimize for conversions to maximize the delivery of your ads to
people likely to purchase.
Measurement: Use Conversion Lift to determine how much additional business
was driven from your ad campaign to your website, mobile app or store.
HOLIDAY SHOPPING IS
STARTING EARLIER
40%
of consumers
report starting holiday
shopping by Halloween
Source: National Retail Federation
Survey, Jan 2016
10
11. RETARGET WITH DYNAMIC ADS
Dynamic ads enable you to automatically promote your entire catalog across
devices. Dynamic ads provide you with the power and control over the products
you advertise, ensuring that you are reaching audiences who have expressed
high intent to purchase with the most relevant products.
To learn more about dynamic ads, visit here:
www.facebook.com/business/a/online-sales/dynamic-product-ads
Audience Segmentation: Segment audiences based on their past browsing
behavior. For example, you can create audiences of people who viewed or added
products to their cart but did not purchase, then retarget them with the same
products to increase their intent to purchase.
Targeting: With the Facebook Pixel and SDK, you will be able to automatically
build Custom Audiences of your website and mobile app visitors.
Ad Formats: Upload your product catalog to Facebook to reach them with
dynamic ads showcasing your relevant products. Consider grouping your catalog
by category, best sellers, high margin products and promotions.
Creative: Test different variations of your dynamic creative such as price, brand
and description.
Optimization: For each of your audience segments, bid your maximum value
for one-day post-click conversion. Consider setting different bids for different
behaviors. For example you may want to bid higher for “add to cart” segment
than “viewed only” list.
Measurement: With the Facebook pixel and App Events, you can see how your
customers are moving between devices before they convert in ads reporting. You
can use this insight to understand on what devices people see your ads and on
what devices they ultimately convert.
GENERATE STORE VISITS AND SALES
While e-commerce is growing, brick & mortar is still king, generating over 90%
of sales.5
96%
of holiday shoppers will research products online before visiting
store.6
Make sure you are not missing out on the opportunity to drive store traffic
and sales with your holiday campaigns.
Targeting: Target people near your business locations to drive them to your stores.
Ad Formats: Local awareness ads are a great way for you to showcase your prod-
ucts as well as educate your target customer about where the closest stores are.
Creative: Make it easy for customers to find you by adding proximity-based store
maps and proximity based call-to-actions such as call now or get directions.
Optimization: Choosing optimize for product sales or store visits will allow
you to ensure you are leveraging your campaigns to drive traffic to your stores.
Measurement: To measure the impact of your ads on store visits and sales, you
can set your campaigns up for Store Visits reporting and Offline Conversions API.
32%
increase in revenue
27%
increase in checkouts
3x increase in return on
advertising spend
Lolly Wolly Doodle, the online
clothier used dynamic product ads
to retarget loyal customers.
Canada-based personalized jewelry
retailer Jewlr retargeted website
visitors who viewed or added a
product to their cart with dynamic ads
on both Facebook and Instagram.
1 IN 3 PEOPLE
said they purchased an
item from a local business
based on an advertisement
they saw on Facebook last
holiday season
Source: G/O Digital, “Holiday Purchasing
Habits: A Digital Advantage
for Local Businesses,
Aug 17 2015
Facebook case study, December 2015
Instagram case study, May 2016
5. Source: US Census, Quarterly Retail eCommerce Sales, May 2016
6. Source: G/O Digital, “Holiday Purchasing Habit: A Digital Advantage for Local
Businesses”, August 2015. 11
12. 04. POST HOLIDAYS (JANUARY)
Keep Your
Customers Engaged
According to Facebook data, shopping does not subside
after the holidays. Don’t let your valuable newly acquired
customers go to waste! Use this time of year to convert
them to loyal customers with new demand generation
and cross-sell opportunities.
How to Meet Your Objectives
DEMAND GENERATION AND CROSS-SELL
Your holiday campaigns have been hard at work to acquire customers and drive
sales. Post holidays is a great time to re-engage to drive demand and specifically
cross-sell opportunities.
Audience Segmentation: Identify recent purchasers to showcase new collections
to them.
Targeting: Leverage Custom Audiences from a data file, your website or mobile
app to reach your recent purchasers.
Ad Formats: Use dynamic ads to automatically promote complementary products
from your catalog to your website and mobile app shoppers. For in-store shoppers,
use carousel link ads to introduce new product lines.
Creative: Since you are building relationships with the holiday shoppers, focus
on creative that defines your brand beyond the holidays.
Optimization: Choose optimize for product sales or conversions to maximize the
delivery of your ad campaigns to people likely to convert.
Measurement: Use Conversion Lift to determine how much additional business
was driven from your ad campaign on your website, in your mobile app or in store.
65%
of shoppers plan
to keep shopping
after Christmas
Source: National Retail
Federation Survey, January
2016
PRO TIP:
For successful cross-selling,
consider presenting custom-
ers with products in the same
category.
12
13. Phases Objectives
Audience
Segmentations
Creative Ad Formats Targeting Optimization Measurement
Pre-Holiday
Brand
Awareness
Key audience
segments based
on demographic,
psycho-graphic
Attention
grabbing,
visual
Video,
Carousel,
Canvas
Key Audience
Segments
Reach &
frequency
buying
Brand Polling
Demand
Generation
with New
Customers
Key audience
segments you
would like more of
Visual and
informative
Video,
Carousel,
Canvas, Lead
Ads
Key Audience
Segments,
Lookalike
Targeting
Conversion
optimization
Conversion Lift
Demand
Generation
with Existing
Customers
Existing
customers (e.g.
loyalty program
members, recent
purchasers)
Website visitors
with high intent
Showcase
your products,
Create urgency
with CTAs
Video,
Carousel,
Canvas
Custom
Audiences
from your
website, app
or data files
Conversions,
Sales
Conversion Lift
During the
Holidays
Retargeting Existing
customers
(segmented by
time spent on
site, browsing
behaviors...etc)
Your product
catalog
grouped by
category
Dynamic Ads Custom
Audiences
from your
website, app
or data files
Conversions,
Sales
Ads Reporting
Store visits
and sales
Proximity
based maps,
call to action
buttons
Local
Awareness
Ads
Near your
business
locations
Store visits,
sales
Store Visits
Reporting,
Offline
Conversions
Post Holiday
Season
Demand Gen,
Cross-sell
Segmented
existing
customers (e.g.
non-converters,
high LTV)
Showcase
your latest
post-sales
arrivals
Carousel, Link
Ads, Dynamic
Ads
Custom
Audiences
Conversions,
Sales
Conversion Lift
Tactical Plans for the
Holiday Season
Here’s your printable plan for your best holiday season on Facebook yet.
13
14. THANK YOU
Ready to spread the
holiday joy on Facebook, Instagram
and the Audience Network?
There you have it — a tactical guide to drive more sales
on Facebook during the holiday season. Feel free to tailor this
guide to your business needs and leverage the toolkits to create
awareness, drive sales, boost your customer lifetime value —
and build your best holiday marketing campaign yet!
For additional resources to make the most of Facebook Marketing,
please visit www.facebook.com/business
14