Go-To Strategies & Challenges To Holiday Marketing in Post-Covid Era


Global Holiday Marketing

The special time of the year is right around the corner, the
time we all look forward to unwinding with our loved ones and most
importantly indulge in heaps of holiday shopping. Although unlike
the usual holidays, this year stands apart due to the widespread
disruption by COVID-19.

While the world is still struggling to deal with this
uncertainty and inching back to normalcy, many holiday traditions
will also notice a change and may look different this year as the
digital side of celebrating these holidays embraces a new
character.

Major Holidays Across The Globe global holiday marketingSource:
MoEngage
Holiday Marketing Guide
Holiday Marketing Challenges in 2020

In 2018, holiday season sales for retail and e-commerce
surpassed the�trillion-dollar mark
for the first time ever. Although this year the sales might be slow
but having the right strategy and channels might help brands push
products via the digital channels. 

While in the US and Europe – Black Friday, Cyber Monday, and
Christmas & New Year Sale are widely popular; in South East
Asia & India – Diwali, 11:11 [Single’s Day Sale]
(November), Harbolnas (December), and Black Friday dominate
consumers. 

With a change in the consumption pattern, user preferences and
overall purchasing power  of the consumers, brands need to change
their holiday marketing strategies to cater to new needs. Here are
some of the challenges due to the pandemic that might hinder the
ease of Holiday Marketing :

  • Buyers are more value-conscious: Consumers
    especially millennials have changed their spending habits and have
    gone from swipers to savers. Consumers will be more value-conscious
    and less impulsive while shopping.
  • Supply chain delivery issues: With lockdowns
    and movement restrictions across the globe, logistics for retail
    industries have been hit hard. In April, retail sales in the United
    States plunged by 16.4%3 due to supply chain issues. Problems such
    as labour shortages, transportation restrictions, and border
    closures have added to the plight of prolonged deliveries. 
  • Reluctance to shop in-store: People are being
    cautious and extremely particular about going to the store. Digital
    and online shopping has picked up the pace. Even brands are
    recognising this trend and offering heavy discounts for online
    shopping keeping consumers safety in mind. 

Bounce Back Holiday Strategies

Holidays usually revolve around emotions and human connection.
Brands need to add that extra zing to their communication
strategies to get consumers hooked to their products. According to
a
study by the United Kingdom-based Institute of Practitioners in
Advertising
, campaigns with emotional content performed twice
as well as those with only rational content (31% vs. 16%). As a
marketer, you would need to ensure your campaigns are focused on
joy, togetherness, and celebrations. Here are a few strategies for
brands to adopt:

  • Increased relevance of curbside pick-ups
    Contactless delivery is the key; customers look forward
    to brands that take optimum safety measures which eventually also
    builds the trust. Curb side pick-ups are going to be huge this
    holiday season to avoid the in-store rush and the waiting
    lines. 
  • Focus on mobile marketing – According
    to Adobe’s 2019
    Holiday Recap, 84% of e-commerce growth accounted for in the
    holiday season in the United States was carried out through
    smartphones. Focused targeting and location based offers can
    increase the engagement for the brands and eventually the
    sales. 
  • Empathetic Communication: This is a no brainer
    and a definite must do. Brands need to focus on the emotions and
    avoid in-the-face marketing and be subtle with the messaging. They
    need to resonate solidarity with the consumers in these difficult
    times. 
  • Focus on Digitization: Adopting digital
    channels are the obvious choice for retailers. Online retail sales
    were higher in June compared to the pre-pandemic average in
    February.

digitization

  • Reach more users with customized Push
    Notifications
    : The average user receives over 65
    notifications in a day! Brands have to battle it out and up their
    push notification game. Don’t let your notifications get lost in
    the notification tray, stand out with rich & personalized
    notifications that are hard to miss. 

Optimizing mobile marketing strategy well in advance and
adopting an omnichannel approach might help maximize engagement to
a great extent along with offering great discounts and prices to
consumers. Customization and personalization will win big this
holiday season. Let the holiday cheer begin!

Download
the MoEngage Holiday Marketing Guide

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Source: FS – Social Media Blogs 1
Go-To Strategies & Challenges To Holiday Marketing
in Post-Covid Era