PMG Digital Made for Humans

Your Digital Marketing Holiday Planning Checklist

2 MINUTE READ | October 2, 2015

Your Digital Marketing Holiday Planning Checklist

Author's headshot

Lauren-Ashton Shepheard

Lauren-Ashton Shepheard has written this article. More details coming soon.

A successful holiday season for you and your client depends a lot on the planning that has been done in the months leading up to the holiday period. Starting as early as summer for some. But, as early fall is in full swing you still have some time to get your holiday checklist in line to set you and your client up for success.

Plan resources and budget accordingly around key dates. Black Friday, Cyber Monday, shipping cutoff days and key client promotions, are all important dates to have your programs fully funded. Take last years trends into account. Were CPCs a lot higher than initially projected? What audiences were the strongest? What creative worked well? Was post-holiday more successful than you projected?

Make sure your mobile strategy is in place. 58% of shoppers plan to use their smartphone while holiday shopping this year, according to Google. And in 2014, 90% of holiday sales took place in store, but 56% of in-store sales were influenced by mobile, according to Facebook.

Segment your audiences and decide the best strategy for going after each specific audience. For example, site purchasers might just need a clean promotional message, while YouTube viewers might need more branding-centric messaging before pushing them further down the purchase funnel.

Creative Testing. Have you run any creative tests to see what resonates well with your key audiences? Does lifestyle imagery or more product-focused imagery resonate with your audience, based on your objective. Does promotional copy or more brand-centric copy work well for your holiday goals? The months leading up to holiday are prime testing periods as you should see lower campaign costs and less digital environment influences.

Set client expectations based on holiday campaign objectives. This is the last and possibly most important step in holiday planning. If previous trends dictated higher CPCs during holiday, make sure that is clearly communicated to the client. Or if there are creative or audience needs, be sure to ask in an advance amount of time so the client is able to provide what is needed. And know what these expectations translate to as far as client updates/communication, reporting and data analysis goes.

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

Once it is all said and done, kick back and enjoy the success of another holiday season.

Related Content

thumbnail image

Consumer TrendsSocial MediaStreaming & VideoData & TechnologyStrategyDigital MarketingPlatforms & Media

PMG Portfolio Trends: Brands Move to Diversify Social Investments

7 MINUTES READ | November 16, 2021

thumbnail image

Campaigns & Client WorkSocial MediaPlatforms & MediaCompany NewsStrategy

PMG and Beats by Dre Win Award for TikTok Campaign

2 MINUTES READ | October 29, 2021

thumbnail image

Consumer TrendsSocial MediaSEO & Paid SearchPlatforms & MediaDigital Marketing

Third Quarter Big Tech Earnings Shed Light on Privacy Impact

5 MINUTES READ | October 28, 2021

thumbnail image

Consumer TrendsSocial MediaAI & MarketingStreaming & VideoDigital MarketingPlatforms & Media

How Social Apps Are Evolving

6 MINUTES READ | September 9, 2021

thumbnail image

Consumer TrendsSocial MediaPlatforms & MediaDigital Marketing

What You Need to Know About Facebook’s Latest Content Transparency Reports

4 MINUTES READ | August 30, 2021

thumbnail image

Campaigns & Client WorkSocial MediaProgrammatic AdvertisingCreative DesignStreaming & VideoStrategyDigital MarketingCompany News

PMG Partners with Old Navy to Create a Fully Inclusive Shopping Experience with BODEQUALITY

4 MINUTES READ | August 20, 2021

thumbnail image

Creative DesignSocial MediaStreaming & VideoPlatforms & Media

Snap Bets Big on Commerce and Community

4 MINUTES READ | May 26, 2021

thumbnail image

Consumer TrendsSocial MediaPlatforms & Media

Introducing the Social Audio Wars

6 MINUTES READ | April 27, 2021

thumbnail image

Social MediaStreaming & VideoPlatforms & MediaConsumer Trends

The Year of Streaming, and the Decline of Communal Experiences

7 MINUTES READ | March 17, 2021

thumbnail image

Social MediaData & TechnologyB2B MarketingStrategyDigital MarketingPlatforms & Media

Preparing for iOS 14 & the AppTrackingTransparency Framework

5 MINUTES READ | January 29, 2021

thumbnail image

Consumer TrendsCampaigns & Client WorkDigital MarketingStrategyPlatforms & Media

Why “Black Friday” Search Terms Slumped & Other Cyber Weekend Trends

7 MINUTES READ | December 2, 2020

thumbnail image

StrategyCreative DesignB2B MarketingPlatforms & MediaDigital Marketing

How Brands Can Stand Out With User-Generated Content

1 MINUTE READ | November 12, 2020