Marketing Insights
Marin Software's Official Blog

The Post-Christmas Buying Rush: Are Your Social Campaigns Prepared?

By   November 9th, 2016

Shopping doesn’t end after the holidays—according to a National Retail Federation survey, 65% of shoppers plan to keep shopping after Christmas. Use this time of year to convert them to loyal customers with new demand generation and cross-sell opportunities.

Demand Generation and Cross-Sell

Don’t let your holiday campaigns go to waste—keep aiming for more purchases. Post-holidays is a great time to re-engage to drive demand.

  • Audience: Identify recent purchasers to showcase new collections to them. You can achieve this by using Website Custom Audiences (or Tailored Audiences on Twitter) with an appropriate retention window.
  • Ad formats: Use Dynamic Ads to automatically cross-sell complementary products or upsell higher value products from your catalog.
  • Creative: Focus on creative that defines your brand beyond the holidays to avoid ad fatigue and expand into the New Year. Your brand message should seamlessly transition from the holidays to the post-holiday period to maintain interest and create new opportunities, such as additional gear and add-ons for holiday presents (video games, DSLR bag, etc.), post-holiday flash promotions, etc.
  • Optimization: Optimize for product sales or conversions to maximize the delivery of your ad campaigns to people likely to convert, once again making sure that your pixel is capturing enough conversions per week.

For more tips on winning the holiday shopping game, download our Social Advertiser’s Holiday Guide.

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