According to a 2018 Adobe Analytics report, last year’s Black Friday was the first day in history to see more than $2 billion in sales stemming from smartphones. And Cyber Monday was the heaviest online spending day in history, with a reported $7.87 billion. Travel brands are not exempt from this uptick in purchasing—consumers are searching for the latest travel deals, and are eager to book their next trip during eCommerce holidays. Having your campaigns ready and running through the holidays is a must.
Sojern Insights, 2018
Here are some ways to get your brand in front of these travelers as they shop online during the holiday season:
Generate Awareness Through Video
Almost one-third of all internet users, over one billion people are on YouTube. And consumers who viewed an ad on YouTube were 30% more likely to consider that brand—making it an ideal channel to target audiences. Using video ads across the path to purchase on YouTube, Facebook, and Instagram will engage the shoppers online for the eCommerce holidays and throughout the holiday season.
Inspire Action Today with Promotions
Millions of people are looking for the best opportunity to book. By creating a sense of urgency with a promotion, you develop a need for your product that seems too good to pass up. eCommerce holidays such as Cyber Monday are the perfect chance to showcase your best promotions of the season: serve messaging around family discounts, cheaper couples getaways, or even single travel at half the cost. Your ads will resonate with the online crowds looking for deals.
Stand Out On Social During eCommerce Holidays
With over three billion monthly users across Facebook and Instagram alone, social channels hold massive opportunity for reaching your audience. In 2018, more than 130 million people worldwide joined the conversation on the platforms from Thanksgiving to Cyber Monday.
There are plenty of ways to stand out on social:
- Utilize engaging formats like Stories to capture the attention of travelers
- Showcase videos of your location
- Display carousel ads of all your amenities
- Retarget those who have already visited your site and are familiar with your brand
Personalize with Dynamic Creative
According to MediaPost, 78% of consumers will only engage with offers that have been personalized to their previous engagements with a brand.
Dynamic creative ads can be used in a variety of ways to help serve in-market travelers with made-to-order messaging on a large scale. By pairing real-time traveler intent signals with bespoke messaging about pricing and available updates, travel marketers can create ads that are applicable to the right traveler at the right time—leading to more direct bookings. Add in dates, weather, destinations, specific properties, and different promotions to capture the attention of travelers.
Test & Revise Before the eCommerce Holiday Busy Season
Marketers need to constantly employ an incremental, test and learn approach. The amount of searches and bookings will increase dramatically in just a few weeks. Don’t wait until the busy season to revamp your strategy. Rather, experiment with different creatives and messaging to see what works, and what doesn’t—making sure to have the strongest campaign possible over the upcoming ecommerce holidays.
Due to the short holiday season, travel marketers have a small window to get in front of the right audience, at the right time, reaching in-market travel audiences to build brand awareness and drive direct bookings. Sojern has these audiences: we know when, where, and how travelers are searching.
Don’t miss out on those searching during eCommerce holidays, start your holiday campaigns by September 15th. Get in touch here.