6 Last-Minute Digital Marketing Ideas to Try this Holiday Season

We wrote back in September about how the holiday season would look different this year—and what brands could do to adjust their marketing in response. With the holidays now here (socially distanced Santa visits and all) there’s still time to put many of the tips we shared into action. In particular, thoughtful digital marketing efforts during the holiday homestretch can help a brand wrap the season on a high note.

With that in mind, we’ve rounded up six quick-turn, high-value digital ideas to consider right now.  

1. Say hello to Hulu.
   We know people are spending more time online, especially with mobile video. Hulu’s making it easy to take advantage of this with its new self-serve ad platform. With a minimum campaign spend of $500, Hulu Ad Manager aims to make it easier for small and mid-sized businesses to advertise on the service. With binge watching in full effect during holiday breaks from school and work, it's prime time to reach key audiences while they catch up on fan-favorite shows like The Handmaid’s Tale.
   

2. Turn up the volume on Spotify.
   With holiday playlists on repeat, now is an ideal time to test advertising on streaming radio. On Spotify, brands can complement their audio messaging with new sound-on video ads. They’re quick to set up using the self-serve Spotify Ad Studio, and thanks to the sound-on environment, the ads don’t play on mute like they do on other platforms. This means you can tell stories with audio and visual elements and feel confident they’re being seen and heard. And, with interest targeting, it’s easy to target the holiday playlists your audience is most likely to stream.
    

3. Stand out with Stories ads.
   Holiday shoppers explore more new products during the holiday shopping season than the rest of year. For brands in new and emerging categories (and there are a lot of them thanks to COVID-19), Facebook and Instagram Stories offer an effective way to seize this interest. They’re a cost-effective, highly targeted way to reach key audiences where they’re already spending time. Even better: Facebook reports 1 in 2 people surveyed who use stories said that stories strengthened their relationships with brands, and many indicated that stories propel them through the purchase process. Couple this with free tools like Facebook Shops for a seamless online shopping experience.
   

4. Get discovered on Pinterest.
   Searches on Pinterest related to topics like baking, self-care and home design are way up amidst COVID-19. Take the fastest-growing groups of Pinners, for example: men are searching for artisan bread recipes (up 5.5 times), Gen Z is seeking body positive ideas (up 9 times) and Millennials are in need of kids' office inspiration (up 10 times). As a go-to spot to plan purchases, Pinterest poses a great opportunity to inspire gifting ideas with relevant boards and Promoted Pins. It’s also fertile ground for trendspotting. Smart brands know to monitor Pinterest for emerging trends, like the cottagecore aesthetic that took hold this year.
   

5. Sell on Shopify? Time to add TikTok.
   E-commerce platform Shopify has partnered with TikTok, making it easy for sellers to reach the social network’s younger audience and drive sales this holiday season. Merchants can now manage their TikTok campaigns directly from the Shopify dashboard by installing the new TikTok channel app from the Shopify App Store. And the creative costs to setup in-feed shoppable videos ads are minimal thanks to ad templates specifically designed for commerce. Brands that want to test their first TikTok campaign can even take advantage of a $300 ad credit.
   

6. Put your best gift forward.
   Publishing your own gift guide is a great way to offer customers ideas and inspiration. Post on your company blog or partner with a relevant social influencer (or two) to curate a guide that features your brand alongside other complimentary products and services. Be sure to share with your customer list, loyalty program members and social fans. Then amp up your reach by testing some of the tips above!

 
Even before COVID-19, people were holiday shopping more fluidly. But consumer and industry shifts aside, we believe one thing remains the same: Last-minute shopping. Because despite best intentions, gifting is tough work.

Have you had success getting in front of last-minute shoppers with any of these ideas? We want to know. Or, need help quickly implementing an idea? We want to know that too! Get in touch today.