21 Feb Ecommerce Trends by Holiday & Season | Smart Digital Marketing
Today, seasonal and holiday event-driven marketing is being used in Interactive / Digital Marketing spaces in a more frequent manner. It has almost become so second nature for some retailers that we don’t even pay attention to it. Maybe our conversion for dating was related to the “love in the air”…
However, in thinking back, there were several retailers who marketed very hard for this past Valentine’s Day.
So the question of the day is, do you and/or your organization do special marketing campaigns around the holidays? And either way, what has your experience been in correlating your online product sales with the season?
There are lots of domains and sub-domains created yearly for the sole purpose of driving a special demographic of traffic and conversions during these special times of the year. Hope you are taking advantage of it.
Could it be that January & February is a month of Love? and Dating? You are working out… You have left that loser of a boyfriend… It is a new season with new love….
I would say that January through Spring would be great times for love and dating, and so I am going to push dating more…
Here is an example based on 2,167 impressions of Advertiser offer (Match), 83 Click throughs to their offer page, and 3 orders. This offered a 3.83% click through rate for the offer.
| Order ID | Date |
Time |
Advertiser ID | Advertiser | SKU# | Product Name | Sales | Items | Commissions |
|---|---|---|---|---|---|---|---|---|---|
| 99149480 | 2/2/2011 | 20:06:00 | 13668 | Match.com | REG | Free Registration for SKU=REG | 0.00 | 1 | 0.00 |
| 51292617 | 2/11/2011 | 23:37:00 | 13668 | Match.com | SUB1 | 1 Month Subscription FOR SKU=SUB1 | 34.99 | 1 | 26.24 |
| 99707926 | 2/17/2011 | 06:08:00 | 13668 | Match.com | REG | Free Registration for SKU=REG | 0.00 | 1 | 0.00 |
| Grand Total | 34.99 | 3 | 26.24 | ||||||
The stats show the online orders for the affiliate program powered by Match.com. Although I did like some retailers do and did not market the Dating opportunity as I could have, there were some interested parties who did find the buried marketing and signed up. I’ll take it.
But as compared to January,
To do better
- Think about weaving your product or service into the holiday season. Study analytics and trends NOW for upcoming holidays like St. Patrick’s day or Independance day.
- Use social media to drive traffic to special holiday-oriented landing pages.
- Strategically offer free trials and discounts in the name of the holiday.
- Jump on the band wagon and use Black Fridays and Cyber Mondays to your advantage. Linking up with popular websites that focus on these deals and get thousands and thousands of impressions during this holiday phenom can get you results.
- For fun, assign employees to special holidays based on their interests. Why stick “Quiet Marketing Fred” on an upcoming Valentine’s Day campaign when he may be more of the self-professed Cyber Monday Freak.
- Strategically position the offer on the organic searched pages.
Overall, a full analysis would take an offer like this Dating one, and compare it to different times of the year. In order to say that Valentine’s day in the month of February swayed the one conversion would require more conversions, a more detailed view at impressions vs. click throughs, and testing of initial click through banners.
And since Match.com offers a cool 75% of all new subscriptions, I can say that it may be well worth the offer optimization.
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