No matter what business you're in, it's never too soon to look ahead to the holiday season. While integrated marketing is an effective strategy throughout the year, crafting a marketing campaign that uses both TV and digital channels during the holidays is especially beneficial. You're able to reach shoppers in a cohesive way that allows screen-to-screen flexibility and, most importantly, more opportunities to convert.
Making the Leap From Screen to Screen
While you may find it challenging to reach consumers during that busy time from Thanksgiving through Christmas, an integrated marketing campaign can help you follow them from screen to screen and drive them from the TV to their computer, where they will ultimately purchase. You can craft broadcast ads that advertise limited-time deals, special offers like shipping discounts and event shopping days like Black Friday, Cyber Monday and Green Monday. Forbes points out that sales are now strong across the entire holiday shopping weekend, from Thanksgiving night itself through Cyber Monday, rather than the frenzy traditionally reserved mainly for Black Friday, so make sure you highlight your sales for the entire weekend. Even if all these things don't automatically make customers navigate to your business' website when they log on, digital ads on social networking sites, shopping apps and even on popular deal aggregate sites can help increase ad recall and ultimately drive conversions.