Rising costs are making consumers spend less on everything, even holiday shopping. And digital marketing costs are continuing to get more expensive. Here are the digital ad campaigns your client should be using to earn more sales and a better ROI.

Surging Digital Ad Campaign Costs Threaten Holiday Promotion Spending

Consumers are Focused on Saving Money

According to an article from Salesforce, 37% of U.S. consumers are in more credit card debt than last year. And it’s not just one or a few household income brackets that are struggling. Salesforce says that “consumers across all levels are tapping into their credit lines more today than they were last year.”

But it isn’t because they’re buying more than they did before. 47% of U.S. consumers say they’re buying the same amount as last year and another 40% say they’re buying less. Only 13% of consumers are buying more this year than they did last year.

As a result, 85% of shoppers are making tradeoffs based on price. They’re trading down, buying discounted items and seeking out private labels.

So, now more than ever, holiday shoppers’ main priority this season is to save money. Your client needs to keep that top of mind when planning their holiday digital ad campaigns.

Digital Marketing Costs are Going Up

And if that wasn’t enough, your client has probably noticed increasing digital marketing costs. The 2024 election campaigns are buying so much digital ad space that digital ad campaigns are more expensive to finance. That means every ad dollar needs to count this season, not more than ever.

2024 Holiday Season Digital Marketing Tactics

Don’t be too worried, though. Salesforce says there are methods you and your client can use to create a digital ad campaign with good ROI.

Focus on Loyal Customer with Loyalty Programs

The one good thing about rising costs is that it makes consumers even more loyal to the brands they love. They want to know they’re getting their money’s worth, so they’re turning to the brands they know, love and trust. And they love a good loyalty program.

So, your client’s holiday digital ad campaign should focus on targeting existing customers through their loyalty program. Salesforce reports 46% of shoppers believe being able to earn/​redeem loyalty points is one of the top reasons to purchase. It comes only behind price which is the number one influence where to shop. Furthermore, 63% of shoppers purchase more products from stores where they can earn and redeem loyalty points.

Overall, Salesforce predicts that roughly 40% of holiday purchases will be made by repeat customers this year.

It’s time to spread the word that on top of your client’s reasonable prices, loyalty program members can:

• Take advantage of specialty coupons and sales
• Earn rewards they can redeem for even bigger savings

Promote Online Sales

Nearly 67% of holiday shoppers say they’re waiting to make big purchases until Cyber Week. That’s probably because 65% of consumers agree that Black Friday has the best discounts of the year. But that doesn’t mean they want to leave their homes.

72% of shoppers prefer to shop online vs. 31% who like to shop in-​store on Black Friday. So, your client should also have their digital ad campaigns focus on promoting online Black Friday deals. Make sure to focus on online shopping’s:

• Convenience
• Free delivery
• Ability to let consumers easily search for the best price

Utilize AI

Few people possess the gift of knowing exactly what to give their family and friends for holidays every year. They need help. So, many are turning to AI for suggestions.

Last year, 17% of online purchases were influenced by AI, says Salesforce. That means it helped complete $199 billion in sales in November and December alone. This year, 53% of shoppers say they’re interested in having AI help them pick out presents.

So, Salesforce recommends that brands use AI:

• In their search functionalities to help make the shopping experience more natural and intuitive
• To help frontline employees give personalized product recommendations to shoppers
• To help service agents give personalized replies to stressed-​out customers

Which Digital Ads Should Your Client be Using?

Of course, this is only the tip of the iceberg. Want to find out which digital ad types will motivate your client’s target audience the most this holiday season? Look up their profile on AudienceSCAN on AdMall by SalesFuel to craft the perfect digital ad campaign.

Photo by: bruce mars