Digital marketing is a dynamic environment, and there are many things we can (and do) argue about. Paid search or organic? (Answer: both!) Content or keywords? ‘80s rock or ‘90s pop? But there are a few things we can agree upon, one being that 2020 has been game-changing.
Target CEO, Brian Cornell, said during the retailer’s earnings conference call in mid-August that the company’s research indicates customers “still want to celebrate seasons and the holidays, even as they acknowledge that things will be different in this new environment.”
I myself have shopped more online in 2020 than in the past five years combined. Apps, saved payment information, curbside pickup, and extended sales have all expedited shopping and simplified the process for me. But I know I’m not the only one who has been spending more. According to Adobe Analytics, “The pandemic resulted in $93.9 billion extra spent online since March.”
So why does this matter for digital marketing, and how is this going to affect holiday sales? It means that we can expect e-commerce sites to see atypical traffic, orders, and revenue by the end of the year and that we should be prepared for this to be magnified further during the entire holiday season. To prepare for this many popular brands such as, Amazon and Target have expanded on black Friday and holiday sales by starting earlier than usual with special sales and discounts like the most recent Prime Days for Amazon.
Here are last minute tips to keep in mind to keep you ahead of the game:
