Content marketers need to deliver a high-quality, personalised experience during the buying cycle in order to drive engagement and maximise their online sales revenue during the upcoming holiday season, according to a new report and infographic published by ecommerce-tech enterprise Radial.
Brands and retailers are currently gearing up for the busy festive period, and Radial has published its Holiday Shopping Spree resource to highlight exactly what shoppers want and need when purchasing a product online in the coming weeks. It found that tailored content and experiences are crucial, while convenience trumps all when browsing and buying products.
Social media is a key outlet for customer feedback and content in the digital age, but just two per cent of respondents said that they posed questions about products and orders on platforms such as Facebook and Twitter this year, though 70 per cent expect an almost immediate response if they do make contact via social accounts.
“These findings provide a holistic view of the modern-day consumer and his or her ever-changing expectations ahead of the busy holiday rush,” Radical Chief Product and Strategy Officer Stefan Weitz said. “Marketers and advertisers should take note that consumers expect convenience, exceptional customer service and a personalised experience at every stage of the purchase funnel.”
Personalised digital marketing
A separate survey by Signal has noted that digital marketers should focus on one-on-one engagement rather than mass appeal during the festive period. It found that 43 per cent of holiday shoppers are influenced by digital ads on a website, while 27 per cent said that these ads give them new gift ideas.
When looking at specific channels. 55 per cent of shoppers claimed that they would take advantage of tailored product recommendations via email, which was slightly ahead of retailer websites (52 per cent) and mobile ads (42 per cent). Personalisation again is the key trend for marketers to take note of if they want to attract and retain customers.
Signal SVP of Marketing Kathy Menis concluded: “People consistently shop across desktop, mobile and in stores as it suits their needs. By continuously recognising customers across touchpoints throughout their shopping journeys, marketers can cross-sell, upsell and provide offers and messaging that actually benefit consumers and encourage them to remain loyal to a particular brand.”