shutterstock-119289862

A Gift for Your Marketing Team: Holiday Sales Without Stress

  |  November 21, 2013   |  Comments

Digital marketers have been planning for the holiday season since at least July, but it's not too late to implement marketing automation solutions to streamline and ease the additional burden on your team.

shutterstock-119289862The common and much-beloved idea of the holiday season, as perpetuated by everyone from Hallmark to Hollywood, is that it's a time for everyone to slow down, relax, and spend time out of the rat race and inside the house with family.

Maybe the holidays are still like this for some people. However, most digital marketers -- especially those who work in the retail sector -- surely find the "chestnuts roasting on an open fire" image laughable. The added workload is universal across all sectors of the marketing world, but perhaps most obvious when it comes to e-commerce.

Marketing initiatives get ramped up over the holidays, with season-specific inventory to move, more special deals to promote than during the rest of the year, extra campaigns to monitor, and additional recommendations to make as people shop not just for themselves, but for parents, grandparents, siblings, and spouses.

But it doesn't have to be that way. Through smart automation solutions, holiday marketing can easily feel just like marketing the other nine months of the year, with no increased burden on the company or team.

Some Things Can't Be Automated

When a company sets out to fill its digital marketing department, it doesn't choose the person who knows how to build the best product feeds; it's looking for the top job candidates -- creative people who were hired for a very specific reason, to bring their talents to the team and make a genuine impact on the organization. In e-commerce, where catalogues are vast, turnaround instant, and competition fierce, it's often creativity that sets a company apart from the pack. So why should some of the most creative minds on a company's payroll be distracted from the work they were hired to do, just because the transaction volume on your site is higher than usual?

In order to create, nurture, and keep a solid marketing team, it's of the utmost importance that those employees are able to continue doing their jobs (jobs that cannot and should not be automated) without the additional stress or distraction the holidays can bring. The additional work they're being asked to do requires neither their skills nor their expertise. In fact, it's so granular and so procedural that a computer can do it far better than they could, anyway.

Automating Repetitive Marketing Processes

Take, for example, Google Product Listing Ads (PLAs). Real-time bidding allows marketers to have control over where, when, and how their products are displayed on Google. However, real-time bidding necessitates the time and resources of a team member (or several), for oversight.

While tools have been developed that help team members refine the feed they're sending to Google Merchant Center, or manage the bids of each individual product, these systems still require the mindshare of your most talented people. Truly automated solutions remove this need for supervision and management, using algorithms to match catalog products to opportunity, and managing bids and ROI at the most granular level. The team member who had previously been a glorified button-pusher is now free to work on creative campaigns and leave the buying to the bots, checking in only on performance each day, or even a few times a week, rather than several times an hour.

Similar technology can be deployed to paid search, comparison shopping engines, and product personalization -- all tedious, data-driven tasks that can be controlled with greater frequency, precision, and performance through automation providers, requiring very little human intervention.

Give Your Team an Early Christmas Present

Digital marketers have been planning for the holiday season since at least July, but that doesn't make it too late to implement solutions to streamline and ease the additional burden on your marketing team.

Most of the solutions that exist to help automate digital marketing for e-commerce are designed to work nicely with existing ecommerce platforms; they install quickly and require very minimal set-up. Although integration is simple and management requires a little time from your team, make sure you choose a solution that includes a client services component.

The combination of the right automation and people managing your relationship will be a very welcome gift to your marketing team.

Title image courtesy of Shutterstock.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Andre Golsorkhi

Andre Golsorkhi is CEO of Sidecar, a leader in automated e-commerce marketing, powering paid search, comparison shopping engine advertising, on-site product recommendations, and email re-targeting for retailers ranging from $5M to $3B in annual online revenue, including Top 25 retailers in the US.

Prior to Sidecar, Andre was the CEO and Founder of Snipi, Inc. a patented system for people to save their interests while browsing anywhere online. Snipi was featured on the front page of the Wall Street Journal and established partnerships with the world's leading retail and entertainment brands.

 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...