Now that Halloween is behind us it's time to start planning for the holidays - at least, in terms of your media buys. For months already we've been getting early reports of what this year's holiday season has in store for retailers, particularly as it relates to online shopping, and overall it looks good. Some studies say 81 percent of consumers will use the web in their holiday shopping this year, up from 54 percent who said they'd do so last year, while others report 83 percent of consumers prefer to shop online than in crowded stores over Thanksgiving and 21 percent expect to spend more on the web this year. In fact, nearly every report you'll find features this common theme: this year, consumers will shop more online.
So what about mobile media?
It's the question I asked of Joy Liuzzo, vice president, director of market research firm InsightExpress. According to Liuzzo and the company's recent Mobile Consumer Research "Digital Consumer Portrait," the 2011 holiday shopping season won't just be remembered for the money consumers put into the web, but the mobile web as well.
It's the 18th such report the company has put out that asks consumers to share their perceptions about advertising, and it holds some interesting data. Above all else the report confirms there is intent among smartphone owners to do some holiday shopping on their mobile devices this year. To take full advantage of this opportunity, there are a few things brands should keep in mind. With the help of the InsightExpress report, here are the top three (surprising) considerations for your holiday mobile campaign.
As you plan your media buys, therefore, go heavy on your mobile exposure for Thanksgiving Day as well as Black Friday, when 29 percent of men and 31 percent of women plan to shop using their phones. Smartphone owners have already begun to research and shop for their holiday gifts, but failing to target them effectively on these days may mean missing out on some major purchases.
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Tessa Wegert is an interactive media strategist with Enlighten, one of the first full-service digital marketing strategy and services agencies, serving such brands as Bioré, Bratz, Food Network, illy, Hunter Douglas, Jergens, and Olympic Paints and Stains. An industry veteran, Tessa has worked in online media buying and planning, marketing, and online copywriting since 1999. She is an active freelance writer specializing in interactive marketing who has contributed to U.S. and Canadian publications, including "USA Weekend Magazine," "Marketing Magazine," "The Globe and Mail," and "The Montreal Gazette." She is frequently quoted as an industry expert and speaks regularly at industry conferences and events.
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