Retailers have purchased their inventory for the holiday season. Now, they need to optimize their advertising expenditures to grow sales in both online and bricks-and- mortar stores. To do so, retailers will rely more than ever on online holiday marketing this year.
Retail Systems Research (RSR) and Bronto Software teamed up to study this topic and issued their findings in a report titled Loading the Sleigh: Marketers’ Plans & Expectations for the Holiday Season.
According to the research, the majority of retailers, 68%, are expecting a better holiday season this year. But achieving higher sales in 2012 means competing for customers. There’s no better way to do this than with online advertising. About 43% of retailers will spend more on holiday online marketing. About 26% of marketers will spend between 11% and 20% of their holiday ad budget online. And, 21% will spend more than 50% on online formats. The top spending increases will go to social marketing, mobile marketing, and email marketing.
While 20% of retailers have already sent out their first holiday email, about 31% won’t send out their first holiday email promotions until November 26th. In the past, retailers have not aggressively pursued shoppers who abandoned digital shopping carts. This year, retailers will send a follow up email to consumers who abandon online shopping carts and attempt to persuade them to return by offering incentives like free shopping or additional discounts.[Source: Loading the Sleigh: Marketers’ Plans & Expectations for the Holiday Season. Bronto.com. 25 Oct. 2012. Web. 5 Nov. 2012]