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Yes, we’ve reached another annual milestone, 100 days until the pinnacle of the festive season, Christmas day. Whilst it’s not quite time to be dusting off your Cliff Richard CDs or getting the decorations out of the attic, website owners – particularly in the ecommerce sector – should at least be mindful of their strategy for this year’s Yuletide bonanza.
With a recession very much still on the agenda for most families, fuelled by job insecurities and rising prices, Christmas could well be starting earlier. Although we’ve barely bid adieu to the summer, consumers and businesses throughout the country will be gearing themselves up for a hectic and elongated festive season, possibly without the budget of previous years.
So what can you be doing now? Well with 100 days to go it’s not time to start a major overhaul of your website. You might well scare off visitors if your site is adorned with a flash Santa’s grotto. However, preparation could well be the key. Whether you need to consider stock, future sales, page redesigns or even new copy, this could be the time to do it.
Of course not everybody is geared towards selling and not all sites will feel the need to promote Christmas, therefore its business as usual. But if you’re looking to do something special, be it a major sale or just an engaging site design and email marketing campaign, it’s best not to leave it to the last minute.
As any good Scout will tell you, it’s best to ‘always be prepared’, and with the amount of business that goes on in the lead up to Christmas, make sure that 2009 doesn’t pass you by. So how can you make the most of this year’s yuletide cheer? See a few suggestions below:
• Start considering any site redesigns incorporating a Christmas theme
• Check stock levels
• Prepare marketing material
• Create copy for special festive promotions
• Time sales to coincide with earlier Christmas shopping
• Produce blog posts or features on Christmas trends and offers to generate interest
There might be lots to do, but with plenty of time still remaining there’s no reason for your website or business to be left in the cold this Christmas.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.