Marketers don’t need to be reminded about the importance of the holiday season for their brands. When they consider the intensifying competition, the faltering economy, the increased complexity of the marketing mix and the unrelenting pressure to maximise revenue, they are looking at a headache larger than the one to be earned at the annual office holiday party.
Every year, the importance of getting your holiday marketing campaigns right becomes more pronounced. This year, according to an IBISWorld report, it is estimated that retailers in the US alone can expect $68.9 billion in sales over the holiday period. Empowered consumers can now go in-store or online and their visit to either can be driven by any number of marketing touchpoints. Advertising spend increases dramatically with retailers wanting to get their name and product in front of consumers and influence their buying decisions.