Seven Steps To Supercharge Your Holiday Marketing Campaign  | Martech Zone

The holidays are here, and with them comes a golden opportunity for brands to shine. Q4 is a pivotal time for businesses, as consumers are actively hunting for gifts and’ll either land on your products or someone else’s.

84% of consumers said they found ads helpful during holiday shopping, and 43% said they plan to shop more this year than they did in 2023. December, in particular, drives the year’s highest spending levels, making now the perfect moment to finalize your holiday marketing plans.

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Follow these seven steps to create a winning strategy that ensures your brand isn’t left out of the season’s festivities.

1. Set Clear Objectives: Define what you aim to achieve this season and establish KPIs to measure your progress. For many businesses (especially e-commerce brands) it’s likely going to be sales. However, don’t discount this time of year as an opportunity to pursue other goals such as brand awareness or new customer acquisition. Platforms like Google Analytics 4 or HubSpot can help track metrics such as revenue growth, engagement rates, and customer acquisition. Remember, holiday campaigns can set the stage for lasting relationships with your audience.
2. Understand Your Audience: Pinpoint the audience segments that align best with your holiday goals. Review previous campaigns to identify patterns of success. Marketing technology platforms like Adobe Audience Manager or Meta Ads Manager can uncover unique insights, while remarketing can help re-engage those who’ve already interacted with your brand. During the holidays, don’t just target people shopping for themselves—consider those buying gifts for family, friends and colleagues. Adjust your audience strategy to reflect this broader intent. 
3. Create Standout Content: With competition at an all-time high, your holiday creative needs to shine. Use tools like Canva for design or Adobe Creative Cloud to produce attention-grabbing content. Along with your high-quality visuals, focus on a compelling value proposition and show how your brand stands apart from the competition. You might consider highlighting social proof through user-generated content (UGC) to build credibility. Last year, for instance, Stanley capitalized on its popularity with picture-perfect holiday marketing, including this Reel promoting limited edition seasonal cup designs and showing how there’s a Stanley option for the entire family.
4. Offer Special Incentives and Discounts: Make your offerings irresistible by incorporating deals such as discounts, bundles, free shipping, BOGO offers, extended returns or other special offers. Platforms like Shopify and Klaviyo allow you to automate special offers and highlight these promotions across your website, email campaigns and social ads. Incentives can provide the nudge consumers need to choose your brand.
5. Allocate Your Budget Wisely: Increased competition during the holiday season and numerous companies bidding to reach your same target audience often drive the cost of advertising up. Plan your budget accordingly and invest in high-performing channels. Programmatic advertising platforms like Google Display & Video 360 allow you to allocate your budget more effectively by focusing on high-performing channels and targeting precise audience segments.
6. Adopt an Omnichannel Approach: Employing a diverse mix of marketing channels can maximize your reach as well as optimize budget. In addition to running paid digital ads on social or search platforms, be sure to include other channels. While paid social and search ads are vital, don’t overlook email marketing as a cost-effective way to connect with your existing audience and send personalized holiday offers. Use organic social media to share engaging content like gift guides, giveaways and behind-the-scenes glimpses. Keep your audience engaged by embracing advertising trends when appropriate, and build excitement with seasonal messaging that resonates.
7. Pitch to Media Outlets: A skilled media relations team can help your brand get featured in earned media placements and amplify your holiday marketing efforts. A savvy PR team can secure placements in holiday gift guides or seasonal roundups. Position your products creatively—think Top Gifts for Tech-Savvy Teens or Stocking Stuffers Under $50. These features can significantly enhance brand visibility and drive consumer interest.

Make This Holiday Season Count

It’s not too late to crush your holiday marketing strategy! By setting clear goals, understanding your audience, creating compelling content and using the right mix of channels, your brand can capture the attention of holiday shoppers and stand out during this critical time. Follow these steps to ensure your holiday strategy drives success and leaves a lasting impression.