With only six weeks until Christmas, it's safe to assume that most brands have a good idea of what they want to achieve this crucial trading period. To help brands with this last stretch, I've answered a few key questions that the majority of clients tend to ask around this time.
Q1: Why is it important to start planning early?
To ensure that Christmas campaigns are effective and that there is enough time to build the most robust strategy possible. During planning, you should:
Q2: How will 2018 be different to last year in terms of Affiliates trends?
We’re expecting similar trends YoY and will be capitalising on learnings from last year to improve performance. Here's what you'll see:
Q3: This is the first Christmas since GDPR legislation took effect. Will this change how Christmas campaigns are run and if so, how do you see campaigns being different?
For Affiliates, GDPR seems to have had a minimal impact on sales volumes. This means that the industry is now focusing on quality over quantity when it comes to audiences. Other things we've noticed:
Q4: Why is it important for brands to still reach customers after Christmas Day and into the NY?
Customers are for life, not just for Christmas. Lifetime value of customers is becoming an increasingly important metric. Brands should:
Christmas should be seen as a platform to develop your offering for next year, building on previous learnings to capitalise on this strong trading period. This will give you more insights regarding your publisher potential and performance in order to carry this through to 2019. Christmas is both the culmination of all the history in managing the account, and the platform to launch in to the next year of sales.
For more expert insight, check out this podcast episode with Head of Affiliates, Matt Higgins.