Crafting a Cross-Platform Strategy for Maximum Holiday Reach
As per usual, in the blink of an eye the holiday season is among us once again. Thanksgiving, Black Friday, Christmas, and everything else! While things can get hectic at home, business is booming. The holiday season presents an opportunity for businesses to engage with their customers across all sorts of platforms. As consumers’ online shopping behaviors become scattered (more than usual), companies need to take some time to approach the online marketplace in the right way to make sure their message reaches the right people at the right time.
This is where 4XDigital AI can step in, as we offer tools and insights which companies can use to craft a winning cross-platform strategy. By leveraging data-driven marketing, AI optimization, and a complete overview of customers touchpoints, you can be sure to amplify your holiday campaigns and drive conversions like never before (as a little holiday gift to yourself, if you will).
This is where 4XDigital AI can step in, as we offer tools and insights which companies can use to craft a winning cross-platform strategy. By leveraging data-driven marketing, AI optimization, and a complete overview of customers touchpoints, you can be sure to amplify your holiday campaigns and drive conversions like never before (as a little holiday gift to yourself, if you will).
Understanding Your Audience Across Platforms
Before you look into any sort of logistics surrounding your cross-platform strategy, you have to gain some sort of insight as to where your audience is spending their time. Using platform insights from tools such as Google Analytics, Microsoft Clarity, or even your basic website analytics, you can map out customer journeys across various platforms. Are your customers engaging more with social media posts, paid ads, direct referrals, or email marketing during the holiday season? All of this data makes more sense when you have a backlog of historical data – what were the behaviors like last holiday season? What about 2021’s holiday season? Segmenting your audience by these behaviors will allow you to create specific messages and offers that will resonate with them on each platform.
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Leveraging Tailored Content to Each Platform
Play to your strengths – probably a piece of advice you’ve been given in the past. This is also a piece of advice we can take into consideration when running marketing campaigns across different platforms as each of them will have different strengths. For example, platforms such as Instagram and TikTok are ideal for visually engaging content, while Facebook and LinkedIn work better for detailed posts and targeted ads.
Email campaigns can be utilized by implementing short, personalized messages. Using certain optimization tools, you can tailor your campaigns for each platform, making sure you meet the audience’s expectations and meet them on whichever platform they engage most on. Repurposing content across each platform is also a smart approach, but customization will forever be the difference between successful and unsuccessful campaigns – especially during the holiday rush.
Alongside general email marketing campaigns, you can also take advantage of automated emails. You can send targeted holiday promotions and personalized offers based on customer behaviors. Whether it’s a last-minute gift guide, discounts, or even a reminder that they’ve abandoned their cart, automated emails will help get your message across at the most critical time.
Email campaigns can be utilized by implementing short, personalized messages. Using certain optimization tools, you can tailor your campaigns for each platform, making sure you meet the audience’s expectations and meet them on whichever platform they engage most on. Repurposing content across each platform is also a smart approach, but customization will forever be the difference between successful and unsuccessful campaigns – especially during the holiday rush.
Alongside general email marketing campaigns, you can also take advantage of automated emails. You can send targeted holiday promotions and personalized offers based on customer behaviors. Whether it’s a last-minute gift guide, discounts, or even a reminder that they’ve abandoned their cart, automated emails will help get your message across at the most critical time.
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AI-Driven Insights Can Help with Personalization
Even though they might be running around like crazy, consumers still crave that personal touch. When you add AI-driven insights from those analytic platforms, you can tie in personalization for your campaigns at scale. AI helps you identify optimal times to post, which content works best, and certain tools even suggest adjustments in real time based on performances. This personalized won’t only increase your engagement, but it’ll boost your ROI on paid media campaigns during this busy time.
Mix and Match Paid and Organic Reach
Everyone loves paid ads. They typically have a quicker turnaround time on engagement and results; however, you shouldn’t lean on only one channel. A well-rounded strategy usually balances both paid ads and organic reach. Organic posts tend to build more genuine relationships and will nurture your audience while paid media ensures you target customers beyond your existing followers. Using ad optimization features across paid channels, you can place ads where they’ll have the most engagement and impact. While you’re running campaigns both paid and organically you should also monitor and adjust bids, keywords, and demographics to capture holiday traffic efficiently.
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Take Charge of Mobile Optimization
We mentioned people are scurrying around like ants when we lift the rock, right? Well it’s true! Due to this, many people will continue to shop on a mobile device as they hide in the Target parking lot away from all of the mess. Optimizing your holiday campaigns for mobile is non-negotiable if you want to engage these people. Customers will switch between devices as well, so a seamless experience makes sense. Ensure that every touchpoint – ads to even landing pages – are mobile friendly.
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Retargeting Matters
During the holidays, retargeting becomes an invaluable resource. Many customers will browse different items endlessly before deciding on one. So, using retargeting on Amazon, Google, or Meta means you can stay top of mind for customers with tailored messaging and creatives reminding buyers to buy your product since they’ve previously viewed it or left it in their cart. This persistent presence across platforms will keep your brand relevant and improve conversion rates.
Takeaways
A successful cross-platform strategy makes the most sense to have a successful holiday season as a business owner. However, it’s not as easy as it sounds as it requires a strategic, unified approach where each platform is playing its role in your overall marketing goals. Following some of our notes, you’ll have the tools to not only craft a comprehensive strategy but also to adapt and optimize it in real-time. By understanding your audience, personalizing content, and leveraging AI insights, you can make the most of your holiday campaigns and maximize your reach across all channels.
