According to leading research and media organization Digital Commerce 360, economic hardships, such as inflation, could increase consumer price consciousness this holiday season, prompting numerous online shoppers to consider spending less on gifts and other seasonal activities. In addition, US customers are increasingly relying on bigger discounts, comparison shopping, and price matching when shopping for gifts and seasonal items, due to recent financial woes. Although people are looking forward to spending the first holiday season with little or no pandemic concerns, online sales are expected to grow only a modest 6.1% year-over-year in 2022.
This is bad news for marketers, as more effort could be needed to boost sales this holiday season. But not only does the estimated moderate growth give marketers new reason for hope, they could also turn to the many digital tools and platforms now available to enhance their efforts. Tools such as Google and Facebook Ads, Instagram stories and social media quizzes can be used to promote their brands, increase the sales of various products or services, raise awareness, and drive traffic to the company’s website.
Here are five powerful tools that marketers can use to achieve all of this and much more.
Google Ads Campaigns
As early as 2009, adults in the US confirmed that the Internet is their preferred choice for news, ahead of television, newspapers, and radio. The Google search engine has become one of the most reliable sources of information among Internet users. This makes Google Ads a powerful tool that marketers can now use to boost sales—it can provide marketers with a massive reach, while also allowing them to use complex marketing strategies that can be customized to meet specific goals.
Facebook Ads
Unlike Google Ads campaigns, which provide marketers with the opportunity to use a “paid search” feature, Facebook Ads is a good example of a “paid social” feature. According to WordStream, “paid social” means advertising on social media platforms like Facebook, which can provide marketers with numerous advantages. Facebook now has the highest number of monthly active users of any social platform, making it an extremely useful tool. While it can be used for attracting new customers all year round, it is especially valuable for boosting sales during the holiday season.
Seasonal Instagram Stories
Social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Snapchat and YouTube all support Stories as a new feature, but Instagram Stories remain the most popular among users. Instagram Stories are a powerful tool that marketers can use all the time, but even more so during the holiday season, when the visual impact is at its highest. According to Business Insider, 70% of Zoomers (adults born in the late 1990s to early 2010s) and 59% of Millennials watch Stories on Instagram. This is precisely why millions of companies around the world now collaborate with influencers who are willing to showcase their products or services on their Instagram Stories.
User-Generated Content
However, 85% of consumers said they perceive influencers as either inauthentic or unrelatable, according to a recent EnTribe study. These findings shed light on a new trend that could quickly become problematic for marketers who only use Instagram Stories and collaborations with influencers to promote their brands. The study also revealed that 85% of people would prefer to see their favorite brands share authentic content created by actual consumers. While the content created by influencers is still valuable for numerous companies around the world, user-generated content (UGC) is likely to become even more important this holiday season.
TikTok Video Content
TikTok offers marketers new ways to increase their brand’s reach and engagement, while driving revenue. Although TikTok tends to be more prevalent among younger Internet users, the platform has seen rapid growth during the COVID-19 pandemic, likely triggered by the lockdown isolation. According to Econsultancy, brands such Ryanair, Marvel, Zara, and Gymshark are already getting creative on TikTok. The holiday season could be the best opportunity for marketers to follow their lead. Marketers can use the platform’s many filters, effects, and editing techniques to create new video content that is truly engaging.
Increasing Holiday Sales
There is no question that the current economic issues, such as inflation, will plague both customers and businesses this holiday season. However, marketers can rely on new technologies and powerful tools to increase sales and give their customers new reasons to enjoy the holidays.
