As Christmas Day approaches, there is fierce competition in the retail industry to close sales. At the same time, users turn to researching online to find the perfect Christmas gift. Through their research, a user will come into contact with a variety of touch points where holistic marketing can support the users’ journey to conversion.
Holistic marketing refers to the coming together of different marketing aspects. Syncing multiple digital marketing channels, including Programmatic Display, Paid Search and Paid Social activity can be used to create a seamless brand story to take the user through to converting.
For example, a user may be interested in purchasing the latest smartphone for a family member this Christmas. Buying a smartphone is a considered purchase, requiring thorough investigation before commitment. There are also dozens of Phone Providers to could choose from, so why choose your brand?
At the beginning of the consumer journey, the prospective buyer is likely to be interested in increasing their knowledge of this topic, and so the user may research phones online. Whilst doing their research they may find themselves on tech-sites and blog reviews to help them make their decision. As part of the phone provider’s Display marketing strategy, Display banners featuring messaging on the brand’s great range could be contextually aligned with the content on these sites. The call to action on the banners at this stage of the users’ journey should be more generic, opting for ‘Shop Now’ rather than ‘Buy Now’.
After seeing the Display banner, the user may want to find out more about the phone provider’s range, and so continues their journey by searching for them on a Search Engine. This stage of the journey can be supported through Paid Search activity with an ad featuring Christmas messaging as well as messaging which compliments their Display banners. If a user clicks through to the website, then after acquiring the information they need, the user may continue their daily business to give time to digest the information.
Later on, the user may go on one of their social media accounts. As part of the brands integrated marketing approach, the user could be retargeted with a banner through a Paid Social campaign which features information about the phone provider’s great Christmas offers relating to the phone they were researching. The call-to-action will now become less generic and more sales led. To complete the path to conversion, the user may click on the banner or make their own way to the website.
By considering this holistic approach, the user will be provided with a seamless story across the marketing channels which ensures a strong brand message which can help the consumer make an informed decision and support the journey to conversion to ultimately drive sales for the brand.
Stay tuned to more from our ‘12 Days of Christmas Strategy‘ blog series.