Tag Archives: Amazon

Christmas In July: Planning Q4 Digital Marketing Now

12 Jul

Christmas in July

 

It’s impossible to overstate the importance of 4th Quarter sales for retailers, restaurants, and many other small businesses or multi-location businesses. While operations and other parts of your organization have had the rest of the year mapped out since last year, your digital marketing activities may not even be finalized for back-to-school promotions, let alone holiday shopping.

In the past, too many marketers have waited until the summer was over to gear up for the holidays. But now that’s too late. It’s now Christmas in July or at least planning your digital marketing tactics for Christmas during July.

Also, is 2018 the year your big idea explodes? If next year is your “hockey stick year,” then Q4 better be solid. To get started, here are three questions to ask yourself during July:

 

1. What are you going to do now to have a great Q4?

What will compel customers to pay you a visit and make a purchase? Do you have a killer promotion ready to roll?

 

2. How are you getting people into your stores or onto your website?

Facebook (organic) posts? Forget it. Tweets? Unless your name is Donald, forget it.

You’ve got to hit large numbers of people or smaller numbers of the right people using:

  • Facebook ads
  • Pay Per Click ads
  • Display ads

Blog posts and other forms of content marketing are great for awareness and long term branding, but you need to guarantee traffic soon.  Find what advertising and promotions work now and pour some fuel on it. And when I say fuel, I mean ad dollars.

 

3. Are the customers you had last year coming back, or are they buying from Amazon?

This one is very important for retailers – all boutique shops, specialty stores, chains, or franchises. We think we have a loyal base, so why would they not come back in this year

I’ll tell you why … there are an estimated 80 million Amazon Prime customers. Many of your customers are part of that. Use digital ads to reach them and give them a reason to get off their big fat lazy Amazon and come into your store!

 

Social Recommendations Just For You…Not Me

6 Aug

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I am not a fan of the overuse of content choices served up “just for you” based on various algorithms.  Your news and entertainment choices should not always be made by popularity with the masses or what your friends like. I just don’t get that. I love my family and friends dearly but, good God, they have bad taste in music. As do most people except you…right?

And Facebook ads are now based on content that your friends like. While I see the marketing value in the perceived endorsement, I see less relevant ads coming my way.

I don’t even like suggestions based on my own previous selections on iTunes, Amazon or other services. iTunes’ Genius is my nightmare. And while Pandora and others offer a great service and a tremendous amount of music for free, the basic premise makes me want to argue with the algorithm more than enjoy the tunes. No, just because I listen to a lot of Elvis Costello doesn’t mean I want to listen to Culture Club. Ever.  As Johnny Slash would say, “It’s a totally different head. Totally.”

Speaking of great TV characters, television also poses recommendation challenges. There are so many great shows out there that I don’t have time to see. Do you have that colleague or friend who bugs you constantly because you’re not watching his current favorite show? That’s how many apps present themselves to my eyes.       

So instead of socially-smart pages recommending more content, I really could use an app to slow down time!

 

 

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