The 2014 holiday season will break every digital marketing record. Marketers are voting with their wallets, and their goals are clear: they want to drive sales.
So the holiday shopping season will come and go – online retail numbers will be better than ever before, and, in January, digital marketers will be patting themselves on the back and calling it a success.
But what they don’t realize is that 95 percent of brands will deserve a lump of coal in their stockings – because they left sales on the table and didn’t maximize their holiday social opportunity.
The reason for my prognostication is that even though serious participation and investment in social has become a no-brainer, almost no one efficiently uses these channels to drive sales.
Having said that, it’s definitely possible to be among the 5 percent that truly wins in social marketing for this most critical part of 2014.
A key strategic hurdle is understanding that consumers don’t want to be marketed to on social; they want brands to provide them with value – whether it’s five seconds of laughter, free shipping on Santa’s sleigh, or putting that perfect product at their digital fingertips.
So, how do you deliver this value consistently across your large social audiences, while accomplishing your goal of driving sales?
How to utilize Facebook to win e-commerce marketing this Christmas
