The Holiday Marketing Races Are On, and Digital is at Full Speed
As November draws to a close, and with Black Friday, Small Business Saturday, and Cyber Monday already distant memories, the competition for sales in the holiday shopping blitz continues to rise full force. And with each passing year, the increasing number of digital options by which to sell and purchase makes this season even more overwhelming – for marketers as well as customers.
What’s expected? The usual suspects lead.
A recent report conducted by combined research between ClickZ and Kenshoo concluded that brands are diversifying their budget dollars. Additional funds are being distributed to social media stories, mobile, and Amazon ads. At the same time, Google Search and Facebook – which remain the top two sites for advertiser volume – will keep or increase their budgets. In ascending order, the percentage of marketers and where they are placing ad dollars are as follows:
- 33-percent – will run ads on YouTube
- 58-percent – plan to increase spend for Google Shopping and Product Listing ads
- 63-percent – are increasing spend on social media platform Instagram
- 82-percent – intend to run Christmas-specific campaigns on Amazon
What’s unexpected? Unique cases of combined effort.
It’s noteworthy that some of these iconic platforms and search engines have either joined forces or how one has proven beneficial to the other. Since Instagram is owned by Facebook, both stand to profit if one platform receives more ad dollars than the other – or at least not suffer major financial loss. Going further, any traffic driven to Instagram may also inspire users to see what is on Facebook (or vice versa). Additionally, it was reported last month that Google is planning to enhance the presence of the video platform, YouTube (a subsidiary of Google) to combat competition from other sites aiming to become the search engine of choice. This combination results in an impressive 91-percent of holiday market spend.
And then there’s Amazon
There has never been so much controversy surrounding a store as there currently is for Amazon. This past Cyber Monday, protests were held in reaction to the impending construction for two sets of Amazon headquarters; one in Long Island City, NY and the other in Arlington, VA. Could this mean that the budget for ad spend will fall short of the projected 82-percent listed above? Highly unlikely. In a press release featured on CNBC, Amazon claims that Cyber Monday was its most successful shopping day, with a tally of more than 180 million products ordered. And this is only the beginning of the shopping season. Whether one agrees with its decisions about where to build auxiliary headquarters or not, Amazon’s marketing abilities are undeniable.
To keep in mind...
While digital advertising is with us, every day and in every way, this method of marketing is at fever pitch in the holiday season. While this may be easier said than done, and marketers may feel that spreading their budget dollars across many options is the best strategy, care and prudence should be maintained as to which digital channel would provide the best return on investment.
If you think EGC can benefit your digital marketing services – for the holidays or any other time of the year – get in touch with us.