Search Engine Marketing News
Top Christmas marketing tips for retailers
Monday, 1 September 2008Now is the time to start planning Christmas retail marketing campaigns, according to one expert.
Writing on the JCK-Jewelers Circular Keystone website, Rosabel Tao of SpotRunner called on retailers to maximise their festive campaigns by establishing and promoting their unique selling point to stand out from the crowd.
This can apply to all media, including direct mail, TV and search engine marketing, she explained.
Running integrated campaigns that encompass a wide range of channels - both online and offline - can also help to "surround" the consumer with that retailer's message, offering more potential for conversions, Ms Tao said.
It is also worth testing new approaches to marketing, particularly when it comes to new technologies such as video production, and measuring and tracking campaign success by comparing metrics with the objectives of the strategy, she asserted.
"With online advertising, when someone clicks your ad on search engines like Google, MSN or Yahoo!, that information is documented so you can see which search engines are performing best for you and how much you're paying for each lead generated," Ms Tao stated.
According to Hitwise, UK high street retailers could see more online success this Christmas than in previous years as more consumers choose to avoid physical purchases and log on to the web.