Cover holiday shoppers-the game has begun

Halloween has been around for a while, and that means retailers are thinking about one thing: the holiday season. In fact, most retailers have been thinking for months, but the biggest shopping season of the year is not far off because the fall is nearing its end.

So far, the market situation seems promising. Online retail spending in the third quarter of 2010 rose 9% from a year earlier, to $ more than 32 billion, according to a report by a research agency. And that bodes well for a sustained steady growth in the quarter. But consumers are not just shopping online. A study by the American Retailer's Federation (National Retail Federation) found that 30% of the male consumers of smartphones would be shopping for research or purchase via smartphones, compared with 23% of female consumers with smartphones It also uses smartphones for search or consumption of shopping information.

That bodes well for the holiday season. This has also set high standards for digital marketers who need to cover e-commerce and mobile shoppers. Since the game has begun, the clock has begun to tick.

According to a study by PointRoll, a rich media advertising provider, holiday-related retailers showed the highest rate of interaction between the end of October and the beginning of November, while the interactive rate of rich media advertising was the lowest in early December – a point that may be thought to be a time when consumers are obsessed with buying. The study covered retailers ' advertising campaigns from 2006 to 2009. The study argues that the December advertising interaction rate is falling because the number of advertisements this month is so large that there is only so much demand for holiday ads, so there is a relatively large number of ads available for consumers to see.

In addition to early holiday advertising, marketers need to look for creative ways to increase interactivity, not just for early holiday ads, but for the entire quarter. They should also consider the Internet and mobile channels.

It is well known that both extended and non scalable video ads can effectively promote product promotion. We all know the potential of extended video advertising-they can overcome the difficulties and provide a lot of information in a limited space. Of course, the banner embedded video ads can also exceed the typical display advertising effect. In an ad campaign developed earlier this year for Ford, 8% of consumers interacted with PointRoll video ads, and 15% of those who clicked on their extended version of the ads did so because of the video format of the ad.

Mobile video advertising can also promote valuable interaction. In the first month after the launch of the ipad, PointRoll's mobile video ads attracted 67% video viewers to watch the ad in its entirety. According to PointRoll, the video has an average full viewing rate of 53% on desktops. Digital marketers need to take a holistic view of holiday marketing activities, including personal computers, mobile phones, social networking, video and other digital channels, and how to effectively attract consumers. "PointRoll Marketing and strategy vice President Catherine Spewe (Catherine Spurway) said. "At the same time, allowing customers to manage their computer-based integrated cross-platform activities through a variety of devices, we can help our customers bring consumers into the consumer channel, even if they wander between different platforms." ”

Retailers can also consider publishing online retail announcements when they cover online shoppers. This marketing method is PointRoll think can speed up "Vacation sale speed". A report by Shoplocal, the company's retail department, showed that 2009-year holiday offers retail discounts of 18% per cent compared with 2008 years, up from 1% in 2010 to date. Through collaboration with location-based and content-related shopping comparison tools, Brands can also launch tracking ads and rich media ads on both Web and mobile channels, including iphone and Android apps and mobile sites. Holiday ads for various brands and products have the opportunity to get their attention, as consumers actively seek local discounts at home or out.

It's November now, but that doesn't mean it's too late to attract holiday shoppers through digital propaganda. When you are in the publicity, you must remember that consumers will see countless such ads this year. The online and mobile rich media platform will be a good choice for holiday promotion.

(Original: November 4, 2010, compiled: Zeng Cui)