What you will read in this post:
- Understand holiday season traffic trends
- Optimize for strong SEO and PPC keywords
- Analyzing keyword-driven traffic for seasonal marketing
- Which sites won the most keyword traffic?
- Black Friday marketing: November 2019
- Christmas marketing strategy: December 2019
- Build strong display and referral partnerships
- Analyze historic conversion data
- The biggest display and referral sites (and the brands winning traffic)
- Black Friday marketing strategy: November 2019
- Christmas marketing: December 2019
Already imagining the taste of the delicious holiday meals and the laughter of your kids when the entire family comes together? Sorry, we know you’re a marketer; you don’t have time for that. You’re busy worrying whether you have everything you need so your marketing strategy can ensure the biggest possible chunk of holiday traffic and generate maximum sales.
This post investigates seasonal marketing statistics of the past few years and provides some eye-opening insights from SimilarWeb’s Digital Marketing Intelligence[1] that helps plan your seasonal marketing.
But first, let’s quickly look at how the COVID-19 pandemic changed consumer preferences and spending this year. Keep these in the back of your mind when you set goals for this year’s holiday marketing strategy.
According to a recent report published by McKinsey & Company[2], consumer behavior has shifted in five main areas:
- Increased online buying
- Increased interest in household goods
- Higher focus on essentials (health, hygiene, security, and sustainability)
- More mindful buying (consumers are researching more, looking for cheaper alternatives and value)
- More readiness to break loyalty to a brand
Pay attention to the last point. Consumer loyalty has suffered during the time of crisis. This can be meaningful for your retention marketing and also serve as an opportunity for