Dive Brief:
- It may only be Labor Day, but mobile marketers should already be planning for the holiday season.
- Research from Oracle Marketing Cloud and Edison found a majority of people complete most of their holiday shopping by October.
- Getting ahead of the game helps marketing teams put together comprehensive strategies around known events, such as the holiday season.
Dive Insight:
When preparing for known marketing events, such as the holiday season, it’s always good to get campaigns and overall strategies in place far in advance. Recent research from Oracle Marketing Cloud and Edison Research might be provide even greater incentive to start planning, and even executing, holiday marketing after uncovering that a majority of people finish most of the holiday shopping by October – even spending $900 in October than December.
Oracle Marketing Cloud Digital Services' Anthony Bursi points out in a Marketing Land article that marketers should employ a mix of digital and brick-and-mortar strategies, “With many shoppers completing their purchases prior to December, it’s important to recognize the how, where and what of holiday marketing strategies. The Digital Age led us to believe shopping at brick-and-mortar storefronts was a thing of the past. The data prove otherwise. Starting in October, in-store and online purchases are dead even, yet by December, 60 percent of customers are shopping in a physical store, compared with 40 percent using online methods.”
Other details from the research include: last year 75 percent of holiday shoppers owned a smartphone, and 65 percent owned a tablet with 44 percent using a smartphone to make a holiday purchase, and that push notifications were an effective way to connect those mobile users to in-store experiences.
