Marketer’s Guide to Holiday 2022
As people acclimate to a pandemic-recovering world, businesses must also transform to fit the new needs of their consumers. Marketers must be prepared to pivot this holiday season, as many shifts in economic and consumer trends are imminent.
From proactive budget, media, and scenario planning to developing flexible approaches in response to shifting market dynamics, Ovative Group is here to help!
Click here to download “Marketer’s Guide To Holiday 2022” and learn how you can win this holiday season!
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A Peek at the Guide…
Value Matters To Consumers
The situation: Rising prices, a declining stock market, and lots of discussion about inflation are making people nervous about the economy. Brands can expect consumers, especially those with lower incomes, to seek value this season.
The solution: Take a customer-first media approach optimizing to Enterprise Marketing Return (EMR). Start with establishing measurable audience goals to drive your business, then ensure your channel mix, messages, and creative are positioned to reach consumers where they are shopping.
Flexible Shopping and Payment
The Situation: Consumers will continue to desire ease and flexibility from retailers, especially in the face of persistent COVID impacts.
The Solution: Provide customers with the digital experiences and payment options they want for frictionless shopping. Ensure the experiences can handle increased traffic and expectations.
Supply Chain and Labor Issues
The situation: Lingering effects from last year’s supply chain constraints paired with a tight labor market are driving up costs.
The solution: Align marketing with operations and logistics, paying close attention to key indicators (macro and within your business). Ensuring clear lines of communication between marketing and operations to understand and plan for key risks.
Media Cost Dynamics
The situation: Media costs will vary based on multiple market dynamics. For example, mid-term elections will increase ad prices while supply chain concerns could result in advertisers reducing spends. It is difficult to know which dynamics will win but having a plan for every scenario is key.
The solution: Look for opportunities to gain efficiencies by optimizing your media mix to EMR and staying nimble to take advantage of enterprise revenue opportunities when they arise.
Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!