As many of you wrap up your holiday campaigns, it can be tempting to take the pedal off the accelerator the moment the clock strikes midnight on Christmas Eve. As much as you may want to do that, there are plenty of reasons why that may not be a good idea. The months following the holidays are actually the best time to extract the most value out of your digital marketing campaigns.
For one, the cost of doing is business is much lower than the peaks of pre-Black Friday ad campaigns. In particular, costs per thousand impressions (CPMs) tend to take a dip, and impressions served rise after December. We saw a nearly 20% increase in the number of impressions served in January 2018 compared to the previous month, with CPMs over 30% cheaper. But that’s not the only advantage for direct-to-consumer (D2C) brands.
After the holiday season, many marketers tend to ease their focus on the day-to-day functions of digital marketing campaigns. This vacuum creates a perfect opportunity to begin reaching out to new customers, especially for D2C brands that are interested in boosting their brand awareness. Brand awareness is important because it builds long-lasting relationships that lead to more engaged audiences, repeat business from previous customers, strong word-of-mouth, and increases customer lifetime value (CLV).
So, why not start laying the foundation now to build stronger relationships with your target customers? After all, it is the cheapest time of the year to serve ads. Kicking off your brand awareness initiatives now will set you up for success during the dog days of summer all the way up to next year’s holiday season.
Below is our 2020 checklist that’s filled with ten tips on how to become the number one brand for customers. Make sure to use this as your reference moving forward. Enjoy!
Since joining AdRoll in 2017, Giulianno has regularly produced content that explores how professionals can improve their digital marketing strategies and emerging industry trends. When he's not working, you can find him at Golden Gate Park training for his next marathon.