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Holiday season marketing 2006

Posted by Michael Bloch in web marketing (Wednesday August 9, 2006 )

And here we go again. Won’t be long and Xmas season marketing will become a hot topic in March :).

Email marketing is going to be the strategy of choice this year it seems, with the the biggest increases in marketing spending being via this medium. There’s also a few other surprises in how some retailers will be approaching marketing during holiday season 2006.

Second and third respectively in terms of marketing weapons of choice will be SEM (Search Engine Marketing) and SEO (Search Engine Optimization)

The poor cousins during holiday season 2006 will be banner advertising, print and broadcast – all experiencing the largest decreases in spending over last year.

A couple of other interesting points from the survey results:

23 percent of respondents stated they will not be using promotions based on price; double the percentage from last year.

Even the meat and potatos of offers, free shipping, is losing it’s shine in marketing departments with only 45% to use this strategy during holiday season 2006 compared to over 60% in 2005.

So what will retailers be doing?

According to WebTrends, retailers are moving towards relationship marketing in an effort to understand visitor intent and to act on behaviorial patterns to target their customers with relevant promotional material.

And what is this relationship marketing ?

It’s about creating long term relationships in opposition to individual transactions – understanding client needs over a long period and providing goods and services suited to the client as their needs change; therefore building brand loyalty. Establishing strong loyalty towards a brand means less hoo-ha and deep discounting to generate sales. If the client trusts you implicitly and you’re delivering what they want, they won’t even bother to look elsewhere.

Relationship marketing is somewhat based on the premise that it’s cheaper to keep a client than to find a new one.

The 2006 Online Retail Holiday Readiness Report was based on responses from 300 merchants. You can read more of the report here.

Read my “Scrooge’s” guide to Xmas Marketing from last year. I guess I better dust ift off and update it again soon – bah, humbug :)!


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