There are many things that make Christmas a wonderful time of year.
Since the rise of e-commerce websites and in particular Amazon’s impressive rule over Internet shopping, it has been easier and easier to shop from the comfort of your own home. This year, for example, saw the rise of IoT connected devices that attach to your household appliances. One touch of the button allows immediate re-ordering of your preferred dishwasher tablets direct from Amazon, easy as that.
With the world of Internet shopping changing at an accelerated pace, this Christmas is the time to be savvy and make some simple but powerful choices to supercharge your digital marketing campaigns.
1. Be savvy this Christmas
Running an e-commerce campaign over Christmas should be approached in the same carefully considered and measured way as at any other time of the year. After all, this should be a busy and profitable period - it is estimated that in the UK in 2013, 21% (1 in 5) people completed all of the Christmas shopping online. And by 2015, 27% of all retail shopping in the UK was conducted online.
2. Decorate your website for Christmas
There are many ways of optimising and decorating your website for the festive period: some will cost nothing, some will be low-cost, and some may be well outside of your budget. For example, John Lewis have taken a rather soft approach by simply changing the banner image and welcome message - they may introduce more decoration as Christmas draws nearer!
Dedicated Christmas pages are also a great way to theme your website and to drive engaged traffic with clear campaign-themed calls to action.
Best of all, you don't have to be a professional designer to add some Christmas sheen to your website. Free design tools such as Canva allow non-designers to create simple yet effective graphics and website banners - a quick and efficient way to create a consistent theme throughout your campaign.
3. £100 worth of advertising for £25
Appealing to your target audience is key. Purchase journeys are different for different demographics and, in our mobile-first world, there are certain products and services that lend themselves to mobile. If your target customers are millennials (between the ages of 18-34), then you need to consider when and where you will reach the most engaged and purchase-ready audience.
Google AdWords is an advertising tool that allows you to deliver highly targeted text, image and video advertising across search engine results pages, the Google Display Network, and YouTube. New advertisers wanting to try this measured channel to boost their Christmas sales can take advantage of Google's introductory offer, providing £100 of advertising for only £25.
4. Extend your campaign reach with social media
Social media provides a prime opportunity to connect with your customers and build a personal relationship over the festive period.
Cash and Bash, a Jersey-based natural hair and skincare brand, use consistent social messaging to promote their products as well as tell their brand story. This approach has resulted in a steadily growing collection of loyal followers and fans.
Cash and Bash have recently taken to social media to tell the world about their Christmas plans and offers, which is a great way of extending your campaigns' reach and showing your social followers where they can get your products at the best prices. It's all about creating a sense of community and providing something unique and exclusive to that community.
5. Email marketing with Mailchimp
Mailchimp is a fantastic free tool for powerful email marketing. Having an e-commerce website probably means that you've collected customer emails, and this is the time to put that collection to good use!
Getting started with Mailchimp is quick and simple, allowing users to set up a free account and begin creating beautiful email campaigns in a very short space of time. At Christmas and during other peak shopping seasons, creating an air of exclusivity can be an excellent quick win. Prompt your customers to shop by offering 'email only' discounts or offers, maximising your customer retention whilst getting into the spirit of the festive season.