Social, Mobile Tricks to Boost Impact of Holiday Ad Spending

It’s the holiday shopping season. When consumers aren’t actively looking for holidaygiftstimeoutspecial items in stores or online, they’re thinking about these items and planning their purchases. A new SalesForce report offers a few easy ways for your clients to incorporate social and mobile tactics to achieve maximum return on their holiday ad spending.

SalesForce analysts checked out the holiday traffic on Twitter last year and found a significant percentage of conversations on the site revolved around gift searches and purchases in the fall months. Specifically, holiday-​related chatter peaked between the hours of 8:00 p.m. (15%) and 10:00 p.m. (14%). Since so many retailers, YOUR CLIENTS, begin their holiday ad campaigns on Sundays, you should encourage them to release ‘deals and steals’ on Twitter to increase sales during this compressed time period.

As consumers continue to engage with their phones, they’re spending more time on apps. In the past year, smartphone owners have boosted their engagement with these devices to 220 minutes a day. That’s nearly 4 hours! Only 10% of that time is spent with a browser. Last year, about 14% of mobile time was devoted to browser activities but these days, consumers are going right for their favorite apps. Facebook (19%), social messaging (12%), and YouTube (3%) account for a significant portion of this time and underscore the need for your clients to be in front of consumers in the social space during the next couple of months.

And don’t forget newer social sites like Instagram. As I highlighted in a post last week, marketers are quickly getting into the Instagram space. The site is expecting to pull in $595 million in mobile ad revenue this year. But that’s not the only way for your clients to be seen on this site. They can get creative about their posts in order to engage shoppers and boost sales.

As the holiday season heats up, chat with your clients about how to incorporate newer marketing formats into their overall media mix in order to maximize their sales.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.