The holiday season is in full swing, and for brands, it’s a prime time to stand out from the crowd. However, with the marketplace more cluttered than ever, nailing the right brand strategy is essential. That’s where Brian van Voorst, director of paid media at Red Door Interactive, comes in with his expertise. He’s up-to-date on the latest marketing trends that can give companies a competitive advantage. So, today, we’re going to explore what he has to say about creating an effective brand strategy amidst the most cluttered time of the year.
Holiday Marketing Trends to Watch
To succeed this holiday season, brands need to be adaptable as they deal with rapidly changing consumer trends. That said, let’s take a look at this year’s holiday marketing trends to watch, according to Brian van Voorst.
Conscious Consumerism is King
Sustainability is more important than ever in today’s market. Van Voorst emphasizes that this is not just a passing trend; it’s a growing movement that is taking center stage this holiday season. Why? Because as wallets tighten, consumers do more than passively look for value; they actively seek out brands whose sustainable practices reflect their own commitment to the planet.
Yet, this is a deeper conversation than simply slapping a “green” label on a product; it’s about integrating ethical choices into the fabric of the brand. Companies that can authentically showcase their eco-friendly initiatives will likely see their products not only purchased but also championed by consumers who are ready to invest in a better future.
Short-Form Video: Your Brand’s Elevator Pitch
Short-form videos have become a crucial play in Brian van Voorst’s brand strategy playbook, especially during the holiday rush. But these aren’t your traditional, lengthy ads; they’re a quick and potent way to convey your brand’s message. In our fast-paced digital world, they cut right to the chase, delivering a brand’s narrative in just seconds.
According to Van Voorst, the strength of short-form content is its ability to quickly draw in consumers with engaging, direct storytelling. It’s about getting creative with the time you have and making every second count. During a season when time is precious, and competition is fierce, these short yet impactful videos can be the difference between catching a consumer’s eye and being scrolled past.
Spend Smart, Not Just Big
Van Voorst advises that in a tight economy, throwing money at marketing without a plan is like shooting in the dark. In other words, effective brand strategy depends on precision rather than lavish spending. Here, his insights emphasize the importance of a robust mobile experience that is not only visually appealing but also optimized for conversions.
Moreover, remarketing is a vital part of Van Voorst’s brand strategy. It targets visitors who have shown interest in a product or service but have not yet made a purchase. This is a smart way to spend marketing dollars, as it ensures that your ads are seen by people who are already interested in what you have to offer.
With this, time-sensitive campaigns with a 3 to 7-day window can help keep your brand top-of-mind and encourage potential customers to make a purchase. But remember! To ensure customer satisfaction and increase the likelihood of a sale, factor in shipping times when planning your campaign.
Ad Spend… Where Should Brands Focus?
Now that you understand this year’s hot holiday trends and the importance of remarketing, let’s look at where businesses should focus their ad spending to have the greatest impact, according to Brian van Voorst.
Leveraging Data for Non-Branded Campaign Success
Analyze your previous year’s campaign data to identify non-branded campaigns that have the potential to yield a higher return on investment (ROI) and return on ad spend (ROAS). This is the time to use the analytical insights you have gathered to fine-tune your approach.
For eCommerce businesses, this means ensuring that your keywords are carefully chosen, your digital assets are compelling and polished, and your shopping feeds are optimized to handle an increase in budget and traffic. These behind-the-scenes adjustments can significantly increase the visibility and desirability of your products or services.
Optimizing for Peak Performance During Peak Season
As the year comes to an end, it’s time to allocate your remaining budget based on data-driven decisions. Begin by merging your platform insights with Google Analytics to see where your awareness efforts have been most successful. Investing in these high-performing areas is critical, especially when advertising costs rise during the holiday season.
Remember, consumers are bombarded with options and ideas for their holiday purchases. To capture their attention, your ads must not only be visible, but they must also stand out. Therefore, it’s about crafting a message that is so compelling that it cuts through the noise. This may entail using more creative ad formats, embracing emerging social media platforms where your audience’s attention may be undivided, or even partnering with influencers who can add a trustworthy voice to your brand’s narrative.
In short, your advertising spending should not only follow the audience but also anticipate where they will be and arrive there with a persuasive and memorable presence. By doing so, even with tight budgets, your brand can achieve the kind of standout impact that not only boosts seasonal sales but also sets the tone for customer engagement in the year ahead.
Meet Brian van Voorst, Director of Paid Media at Red Door Interactive and Digital Marketing Specialist
Brian van Voorst, the current Director of Paid Media at Red Door Interactive, has a wealth of experience in digital advertising and strategy. His strategic insights, rooted in robust analytical skills, have been sharpened by real-world experiences. This practical expertise has been crucial in orchestrating multi-channel campaigns that drive profit and resonate with consumers, particularly during the bustling holiday season. As a result, his advice on brand strategy is both grounded and highly relevant.
As the holiday season unfolds, remember that a successful strategy is about more than just being seen – it’s about connecting with people. Brian van Voorst has shared a roadmap to success that emphasizes thoughtful ad spending and genuine consumer engagement.
In a marketplace saturated with festive cheer and brand messages, it’s the authentic, well-crafted narrative that will propel your brand into the spotlight. So, this holiday season, let’s not just chase impressions; let’s create lasting ones that carry the true spirit of your brand into the new year.