The coordination of a sophisticated audience strategy, cross-device media presence, and an engaging creative experience is critical for brands during the holiday season. Now is the time to lock in holiday-focused digital campaigns that are designed to create demand and drive measurable results.
We’ve rounded up five KORTX tips to help shape holiday marketing strategies in the coming months:
Ensuring First-party data is positioned for holiday campaigns requires a centralized solution for capturing, unifying, and analyzing site visitors. Regardless of a website’s purpose, brands need to confirm how users are traversing the site and interacting with content.
Additional First-party sources such as CRM lists, point-of-sale, lead conversions, and emails enrich the dataset and contribute to a personalized customer experience. The holiday season often represents a peak of onsite activity and brands can understand any correlation between the source and behaviors of site users by using UTM codes.
Synergy between audience targeting, campaign objectives, and creative messaging is a cornerstone of successful holiday digital marketing. Consumers are likely presented with more advertising this time of year, putting even stronger importance on crafting an engaging creative experience.
According to eMarketer, rich media ad spend is forecasted to grow more than 20% by 2022, which is no surprise given how strongly the format resonates with users. Is the goal to drive engagement with the unit? Generate a lead? Boost product awareness? With a clear objective, KORTX will develop a rich media creative experience that’s precisely aligned with these variables.
KORTX Solution: Our Captivate custom rich media unit is unique to KORTX and features more than a dozen functionalities including video embed, image carousel, map/location, 360-degree views, and more. Our design team provides creative ideation and production services, making activation a turnkey process. The Captivate unit also offers multiple measurement options so you can assess performance at every step of the customer journey.
Many brands lack the resources or budget to execute Linear TV spots throughout the holidays, but luckily there are two targeting tactics that give marketers a direct line to these audiences: TV viewership data and CTV inventory.
Smart TV ACR data and deterministic viewership segments allow brands to reach TV viewers on other digital devices, creating efficiencies along the way. The flexibility and scale of viewership targeting are conducive to reaching both broad (genre, network) and granular (program, commercial) TV viewership audiences.
Activating CTV inventory puts your brand on the household’s largest screen and in front of engaged viewers at more efficient costs than traditional commercial spots.
KORTX Solution: Activate cross-screen KORTX campaigns with audiences powered by ACR and AT&T viewership data to reach holiday-related networks like Hallmark, Lifetime and TBS. Complement this with contextual CTV inventory to create a holistic television-based holiday strategy.
Reaching consumers who live within the proximity of a brick-and-mortar location can help increase store visits during the holiday season. A targeting combination of location and previous store visitation gives a strong indicator that consumers would be receptive to holiday-specific offers to drive location visits.
KORTX Solution: Our Xandr integration provides access to location data from nearly 170 million AT&T mobile customers, which are translated into deterministic Second-party targeting segments. Activate KORTX campaigns using these audiences, along with additional data partners such as Foursquare that offer precise location-based audience segments.
A recent Kantar study found that 64% of U.S. consumers reported that they plan to do at least 40% of their holiday shopping online this year, which follows a sharp rise in 2020.
A KORTX campaign strategy featuring programmatic tactics, Paid Search, Amazon Ads, and Social Media ensures robust targeting, a wide spectrum of inventory, and the ability to reach users across multiple devices. The media mix can be customized to fit a specific industry, brand, and product/service depending on the customer journey and user experience.
KORTX Solution: As an end-to-end marketing solution, KORTX serves as a single-source partner to activate campaigns across all digital media endpoints. Apply UTM code tracking in our Axon platform to identify site traffic sourced from various channels, and align creative messaging to drive users from awareness to purchase or conversion.
For more detailed information, be sure to download our industry specific holiday strategy guides here.