Use geo-targeted social media and geo-programmatic tools to reach audience on the right channels.
The author states that shoppers are not in “browsing mode” when buying ingredients for their Christmas dinners. On the contrary, a research suggests that they begin planning their purchases 20 days before Christmas.
Hence, brands should tailor their Christmas marketing campaigns according to their shoppers’ habits, and promote discounted products ahead in the shopper journey. Digital and OOH should be prioritised for Christmas campaigns, since they target shoppers at the right moments in an organic way.
Brands should also take advantage of advanced technologies like geo-targeted social media and geo-programmatic tools since they are more measurable. Further, while investing in-store, companies must ensure they activate media that generates genuine visibility and links to existing promotions or spaces they’ve secured.
[2 minute read]