How to use the holidays for digital marketing

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As we head into the New Year and Christmas holidays, we're seeing more and more holiday decorations popping up all over the city. The online world is no different, and holiday campaigns from various brands have also begun. Here are some answers to why and how you can use the holidays in your digital marketing.

Why create a special strategy for the holidays?
It's a known fact that we spend more time online than usual during the holidays. Knowing this, many brands are ramping up their online presence and strategy, allocating larger budgets for paid advertising, and preparing beautiful holiday visuals, because their target audience is at their computers and feeling particularly extravagant.

We usually associate the holidays with gifts, which need to be whatsapp number bought somewhere. There is less and less time to visit stores, so we turn to online shopping. For 2016, it was predicted that the volume of electronic sales would reach 505.9 billion euros ( Source ), and it is believed that its full potential has not yet been realized. This means that more and more people will order online. And during the holidays – more than ever. Is it clear now why you need to be prepared for the holidays?

How to use the holidays

Even if your business and online presence are not related to sales, the holidays are a great time to increase brand awareness and better communicate with your target audience. First of all, it is important to formulate a holiday strategy based on previous experiences and projections, tell your copywriter and designer that they have a lot of work ahead of them, and take action. It is not too late to get active a few days before the holidays.

How to use the holidays to better connect with followers and users?
Depending on the industry in which the business you are promoting online operates, the channels of communication with your followers will differ, and therefore the possible ways to implement a holiday campaign. Before you get started, you need to consider what is available to you and which campaigns your users have responded to the most in the past. Use your data to tailor special holiday offers to their needs.

holidays

1. Increasing social media interactions
Social media is a communication channel used by both companies that are in the business of selling and those that are just looking to increase awareness of their product and branding . If you fall into the first group, you can create paid campaigns during the holidays, the goal of which would be to promote special offers and discounts related to the sale of your products or services. If your main motive is branding, be sure to adapt your cover and profile photos to the holiday season, post greetings on all social networks and create a pleasant atmosphere that will encourage followers to talk and comment.

Why do we do this? Anyone who works in digital marketing, or marketing in general, knows that evoking emotion is the best way to build customer loyalty. If you visit any successful company's social media profile, you'll notice that everything revolves around the holidays at this time of year.

2. E-books
Holidays, especially those near the end of the calendar year, are a good opportunity to summarize the business of one year and to make recommendations and predictions for the next. Why not present it in the form of an e-book ?

This format is useful for publishing content such as:

annual reports for a specific area/industry,
research results with comments,
survey results with comments,
forecast of the movement of the most important variables for the next year,
product catalog,
shopping guide.
The content will be adjusted depending on the industry you operate in, as well as whether your business is B2B or B2C.

Why do we do this? The goal of this activity is to increase the mailing list, position the brand as highly competent in a certain field, and increase user awareness of the brand. This type of activity is especially suitable for B2B business, and is often observed in the operations of various SaaS companies.

3. Prize games
This group includes various activations, prize quizzes/puzzles, and prize photo contests, the purpose of which is to increase interaction , and often to collect participants' email addresses .

Whether you run a giveaway on your website or a social network, you need to keep 2 things in mind:

about the rules of that network/terms of use of the site,
about the law.
What does the law have to do with it? There are special provisions related to all activations with an element of luck, which, for the territory of Serbia, you can find out more about on the website of the Games of Chance Administration . Their rules are applicable even to prize games on networks, so make sure that you don't make a significant mistake.

If you still decide to run a giveaway, and you think you've "covered" all the rules and laws, and you want to choose the winners randomly , we recommend the website random.org , which can help you with that.

Important note : If you decide to run a contest that requires users to like a Facebook page , set the post to "public" and share it in order to participate in the contest, keep in mind that Facebook may recognize and sanction this. In addition, you may attract a mass of users who are not your true target group and who are only there for the prize, so ask yourself if this is beneficial in the long run.