Hi everyone! Each week on Twitter, @AdobeMktgCloud asks several questions to the community. Responses are transcribed here to facilitate further discussion. The following are highlights from today's chat around holiday marketing and shopping tips.
Q1: Online sales will increase 11% to $91.6B this holiday season. What mktg practices have helped to drive this growth and why?
Lexi Monaghan @Lexi_Monaghan Personalization & targeting a specific audience — location, preferences, suggested items related to previous purchases
R2integrated @R2integrated It’s a combination of the shift in how our buyers buy and how marketers have responded with better shopping tools. The customer journey is simpler online than ever before. The move from Awareness to Conversion can be done in a few clicks.
Becky Tasker @rebtasker The right marketing mix, personalization, targeting, as well as messaging why it's better to shop online during the holidays!
Livefyre @Livefyre The ability to provide customers with cross-channel visibility & ordering options.
Winnie Sun @SunGroupWP Marketing practices resonating our new cultural preference of convenience, and a higher valuation for time.
Joe Martin @joeDmarti Mobile and digital marketing is definitely leading the charge for online shopping.
Marsha Collier @MarshaCollier The adaptation of new technologies, and customer convenience lead the way.
David Cooperstein @minicooper Companies that have figured out how to link device sessions, in store visits, and personalization will lure in shoppers this year
Sue Duris @SueDuris Realizing that #omnichannel is a huge thing and needs to be strategy where all channels align.
Q2: What are the top three things that you want companies NOT to do when marketing to you this holiday season?
Lexi Monaghan @Lexi_Monaghan Don’t overwhelm people with ads: If it isn’t perfectly clear who you are or what you're selling, it's basically a waste of an ad.
David Cooperstein @minicooper Please don't 1) stalk me, 2) follow me, 3) harass my abandoned cart. Unless I ask you to
Marsha Collier @MarshaCollier When you email me, be sure the offers are personalized. You have data on me, please use it
R2integrated @R2integrated Avoid politics, religion, & deceiving sales. Changing a brand identity to capitalize on marketing gimmicks is a short-sighted strategy.
Winnie Sun @SunGroupWP 1. Blanket sell, it’s not one size fits all, 2. Sell me. Instead, offer me, 3. Not listening
Liliana H @Liliholl Please try fresh seasonal ideas. We're all bored of the usual suspects that come with Christmas! Also, please don't email me daily!
Becky Tasker @rebtasker Please don't provide me with a terrible mobile experience. Apparently, it's more common than you think!
Q3: How can retailers keep their marketing fresh over the extended holiday season?
Winnie Sun @SunGroupWP Use smart tech to know what it is I’m looking for, offer a perk, thank me after the transaction is done.
Shannon Ho @ShannonSGWP Try to stand out and keep up with new deals that are constantly happening.
Sue Duris @SueDuris We talk about this so much but it's important: having a consistent "story" that resonates before, during, and after the holidays. Chances are good you might catch some folks that didn't know that much about you. Good time to reel them in with engaging content.
Becky Tasker @rebtasker Know the right types of promotions to give me based on when I'm shopping. @AdobeInsights predicts more growth at the end of December!
Joe Martin @joeDmarti I think people are open to marketing during this season. Targeted messages on social and email are valuable.
Liliana H @Liliholl Keep delivering content that's nice & fun. Help customers end a year with a smile on their face.
R2integrated @R2integrated Follow the insights your audience provides and start understanding what drives holiday surges for your business. Be more personal, be more in touch. Understand what your audience is thinking and cater to that, not just to the calendar. Keep it interesting, relevant, and timely. Use insights from your buyers to update messaging and offers in almost real-time.
Lexi Monaghan @Lexi_Monaghan Stay relevant, personalized & targeted to your specific audience - give them what they want, where & when they want it.
Q4: Which retailers do you think provide the best customer and shopping experiences and why?
Winnie Sun @SunGroupWP Certainly @Amazon has done well giving us the tools of convenient shopping, returns, and gifting through Prime services
Lexi Monaghan @Lexi_Monaghan @Nordstrom shines with omnichannel — delivering the right product at the right time, to the right place all the while managing customer expectations before, during, and after the transaction
Liliana H @Liliholl ASOS has a strong loyalty program and decent re-targeting tactics. It understands customers I think.
Becky Tasker @rebtasker Any #retailer who provides great discounts, variety, and convenience, and tries to make it so my favs don't go out of stock!
R2integrated @R2integrated @Macys goes above & beyond to create an environmental experience. It carries through to digital and above all, its memorable. @Starbucks is famous for their holiday themed cups that customers look forward to every year.
David Cooperstein @minicooper I've become a fan of small brands w/ service, like @Allbirds @rapha don't get hung up on returns; @amazon of course
Q5: Mobile will exceed desktop for the first time this holiday season in website visits. What are the takeaways for marketers?
David Cooperstein @minicooper Think small screen, and find ways to lead them to the big screen when necessary. The computer in the pocket dominates.
Lexi Monaghan @Lexi_Monaghan Simple: mobile must be factored into marketing campaign strategy — even more during the holidays than any other time of year.
Winnie Sun @SunGroupWP It’s where you have to be. End.Of.Story.
Liliana H @Liliholl Make your landing pages responsive and keep a good visual balance. UX is key!
R2integrated @R2integrated Put mobile design, mobile UX, and mobile analytics at the top of your “to do” list, not your wishlist.
Sue Duris @SueDuris Make sure you have a responsive design on your website. And then really study best practices for #mobilecontent
Q6: What would you recommend to companies that need to convert more on mobile devices?
Winnie Sun @SunGroupWP Automate rewards & coupon programs on the smartphone and sales will increase. It needs to be easier to let people shop
Lexi Monaghan @Lexi_Monaghan Offer more seamless customer experiences
R2integrated @R2integrated Simplify mobile check out! People typically aren’t sitting down on mobile because they’re planning to shop. Brands need to make the buying experience something that can be managed in a way that doesn’t disrupt their experiential flow
David Cooperstein @minicooper In addition to cross-session continuity, sites need to have a simpler path from cart to purchase. Forms on mobile are a pain
Sue Duris @SueDuris More useful content/CTA's, testing different products/deals in mobile campaigns, cross-promote in other apps
Becky Tasker @rebtasker Consumers say poor design and search are reasons to leave on mobile . Visits might be inherently short, but UX needs fixed
Liliana H @Liliholl Integrate mobile with marketing automation to follow up on buyer's intent.
Q7: Consumers we surveyed claim they find the most deals via email. How should companies respond to this information?
Lexi Monaghan @Lexi_Monaghan Email campaigns allow consumers to access sales/marketing information when it’s most convenient for them
R2integrated @R2integrated Market surveys and general trends can give you a hypothesis, but they can’t give you a strategy. Email, display, and social can all be a connected experience but data will tell you where conversions happen; optimize for that.
Livefyre @Livefyre Don't give up other channels. It’s important to have email, social & display strategies to increase consumer interest.
Becky Tasker @rebtasker Marketing mix at the right time, right channel. Consumers say #email is #1 to reach them while on the go, so mix it up!
Q8: What has been the all-time greatest online shopping experience for you? What made that experience great?
Lexi Monaghan @Lexi_Monaghan I use @amazon barcode scanner app in stores to compare prices & to complete purchases
Joe Martin @joeDmarti Great customer service and mobile experience from @zappos @BananaRepublic and @gap
David Cooperstein @minicooper Surprise and delight. @amazonprimenow fast delivery, but nice to find a small, relevant gift in the box from @CompCyclist
R2integrated @R2integrated @WarbyParker took a stressful task of shopping around multiple stores into a hassle-free, clean, yet personal experience. @MVMTwatches used promoted pins to target Pinterest users searching for holiday gift ideas & created a seamless experience.
What insights would you like to share with your fellow marketers this holiday season? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!