As the holiday season approaches, marketers face new challenges and opportunities that require a refined strategy to capture consumer attention and drive meaningful results. With heightened competition, evolving consumer behaviors, and economic uncertainties, it’s more important than ever to have a robust holiday marketing plan in place.
That's why we're excited to invite you to our upcoming webinar, "Holiday Marketing in 2024: Navigating Trends, Tactics, and Timing for Maximum Impact," on October 3 at 2 PM ET. This session will uncover key findings from the 2024 Holiday Trends Report, a collaborative study by tvScientific and Rockerbox, and provide actionable strategies to ensure your campaigns are set up for success.
One of the most striking findings from the report is that over 25% of marketers began planning their holiday campaigns immediately after last year's season or in the first quarter of this year — a significant increase from the previous year. This shift underscores the importance of early activation to extend the shopping season and stay ahead of the competition.
Starting early is especially crucial this year, given the impact of events like Amazon's October Prime Day and the looming U.S. election, both of which could crowd the market and shorten the prime holiday window. 54% of marketers are planning to activate their campaigns in Q3, slightly up from last year, to mitigate these risks and maximize their impact during the busiest shopping periods.
Selecting the right channels is key to achieving your holiday marketing goals. The report reveals that CTV (Connected TV) has emerged as the most effective channel for holiday campaigns, thanks to its ability to combine the broad reach of traditional TV with precise targeting capabilities. In fact, 41% of marketers plan to increase their CTV spend this year, recognizing its potential for significant incremental lift across other channels like social media and display advertising.
CTV isn't just for brand awareness — it’s also a powerful performance tool. 65% of marketers use CTV to achieve both brand and performance goals, highlighting its versatility and effectiveness in driving both long-term and short-term results.
With every marketing dollar under scrutiny, 60% of marketers report feeling increased pressure to deliver measurable outcomes and prove ROI this year. Traditional metrics like impressions and clicks are no longer enough; marketers need a holistic measurement strategy to truly understand their campaign's impact.
The report recommends a multi-method approach in alignment with Rockerbox’s offering that combines Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), and incrementality testing to provide a full picture of performance. This strategy allows marketers to track short-term and long-term indicators, such as brand lift, customer lifetime value, and incremental sales, ensuring their holiday campaigns are optimized and impactful.
Economic uncertainty is another major concern for marketers this holiday season. The report notes that 56% of marketers are worried about consumer spending levels due to factors like rising credit card delinquency rates and declining personal savings rates. In light of these challenges, it’s more important than ever to offer compelling deals and discounts throughout the holiday period to attract budget-conscious shoppers.
Competition is also fiercer than ever. With more than 26 million e-commerce stores globally and major retailers expanding their presence, standing out requires a strong, multi-channel approach. The report advises marketers to focus on integrating their messaging, creative, and channel mix to deliver incremental lift and drive meaningful results.
While driving immediate sales is a priority for many marketers, the report emphasizes the importance of balancing this with brand-building efforts. 71% of marketers agree that both brand awareness and increased sales are important goals for their holiday campaigns. Investing in brand recognition early in the season can help capture consumer attention and build trust, leading to more successful sales outcomes during peak periods.
These insights are just the beginning. Join us on October 3 at 2 PM ET for our webinar, "Holiday Marketing in 2024: Navigating Trends, Tactics, and Timing for Maximum Impact," where we’ll explore these themes in greater detail and share strategies to help you navigate the unique challenges of this holiday season.
Register now to secure your spot and gain the knowledge you need to make your holiday marketing efforts a success!
The stakes have never been higher, but with the right strategies and insights, your holiday campaigns can achieve new heights. We look forward to seeing you at the webinar and helping you prepare for a successful 2024 holiday season!