Facebook is Planning Holiday Marketing Tactics in the Midst of Covid-19
While COVID-19 is still ravaging through much of the world and increasing in numbers in several states, people and businesses are looking ahead to see what actions they’ll be taking in the following months and how both their personal and business lives will continue to change as time and the virus progresses.
Facebook in particular is one of the biggest platforms a range of both large and small companies use for effective communication to their consumers. With the holidays closing in less than six months away, companies of all shapes and sizes are looking into how they’ll be marketing/selling their products and services slated to be released at that time. While Facebook realizes that this is a difficult time for many, they’ve put together marketing tactics to consider for generating revenue during the biggest business quarter of year.
What Demographic is Dominating E-Commerce?
Facebook took a moment to see who the apparent audience is on the platform and e-commerce because this is the market that will be targeted as companies begin to roll out holiday campaigns.
A survey that the platform recently conducted actually showed that it was Gen X and Boomers who plan to contribute the most on an online shopping platform going forward. In fact, 72% of Gen X and 50% of Boomers are already making the switch in the midst of COVID-19.
However, these are the total percentages of the demographics that prepare to switch their shopping habits online after the outbreak is over:
- Gen Z 44%
- Millennials 45%
- Gen X 42%
- Boomers 34%
Facebook’s Plan for Successful Shopping
Online shopping will now be the primary focus when it comes to the holidays. With that being said, these two actions must be apparent so that shoppers don’t risk abandoning their cart and ditching the sale midway through the transaction.
- Simple Shopping Foundation
Shoppers need to have an experience that is as quick and easy as possible. For this to be successful, companies need to make their own shopping platforms available at any time and compatible with most devices to eliminate any areas that could result in a negative experience.
- Efficient Communication
Allow consumers to be able to also get the help they need when they need it. If a consumer is forced to wait, they may find an alternative product during that time, which will result in the loss of a sale.
To go along with this, Facebook finds it to be efficient that marketers follow this five-step process to ensure successful communication:
- Plan out the conversation and see how to best preempt questions for better support.
- Create a quality messaging experience with both the words that are said and the location in which the communication may be displayed.
- Reach out via marketing that messaging experiences are now a part of the company’s shopping process.
- Test out different experiences to find the most beneficial fit for the consumer and company.
- Expand the different types of conversations that can be held as time progresses.
Avoid These Web Design Faults
Facebook also recently polled consumers from all age demographics to see what some of the negative features have been on previous shopping websites. These were the main results that companies need to consider when building their website:
- Small font sizes
- Unclear images
- Content not compatible with both desktop and mobile consumption
- Platforms take too long to load
- Difficult text boxes
- Unclear/wordy product review information
Holiday Shopping Starters
Give your consumers ideas on shopping best practices for the holidays. By putting some of these ideas out in the marketing tactics, it’s creating a reason for consumers to purchase.
- Create a holiday shopping guide to help gift-giving for other family members or friends that may have different tastes and preferences
- Makeshift an online presence to feel like in-person shopping through the use of web design and great customer service.
- Focus on new life skills that consumers may have adapted during quarantine such as baking or software, which could lead to the next great gift idea.
- Showcase brand partnerships that may work well as gifts.
Seasonal Shopping Can Be Good in the Era of COVID-19
This isn’t to say that COVID and the actions surrounding the virus should be ignored, but it should be understood that the holidays can yield to a mindset of a more happy time. The virus has created a year that has left many devastated and going through unplanned life changes.
Seasonal shopping is able to create an opportunity for consumers to have some fun and give to others, which can create positive actions and result in happier memories. Consumers may even take this as a time to reward themselves after having such a whirlwind of a year.
Economic Downturns Can Cause Consumers to Expect Sales
It’s no big secret that companies have taken a hit. As a result there may be more sales and even bigger sales than usual. This is typically done to create a windfall of money in the bank.
Companies need money to continue production, so while sales won’t give them as much as they were originally hoping for, this will create the ability to achieve quick cash and move products that may have otherwise lived in the warehouse for an extended period of time. Brands can then take this money and invest it towards a stronger season for months down the line to stay relevant to the consumer.
Create Holiday Shopping Events
While the holidays are the main event, consumers can still enact in other small events down the line. When putting yourself in the mindset of a consumer, there hasn’t really been any activities that they are able to partake.
So, bring the event to them in the form of shopping. For instance, Facebook has highlighted events ahead of normal holiday shopping to spike sales. 11/11 is considered Single’ s Day, which can be used for brands to create a unique event and generate money. Days like these can be used as fun instigators for companies to become involved with the consumer and be placed in the mind for when they really start doing their holiday shopping.
These are the Three Actions to Ultimately Consider
When marketing during circumstances no one is quite used to, Facebook finds the following three actions to consider when having these important conversations with your fellow company marketers.
Consider the Context- If one thing is certain, traditional holiday shopping will not be the same, so it’s important for marketers to incorporate this knowledge into their strategies. Online shopping may be more prevalent this year, and brick and mortar locations may not benefit in the way they did the year prior. Consider these actions before solidifying the next marketing movement.
Companies may Still Celebrate the Holidays- Even though the present times may not be as happy as before, this doesn’t mean that companies should neglect this time altogether. The approach, however, needs to be entered carefully and with communication that shows consumers that times are indeed different.
Use this Time as an Opportunity to Break Tradition- Since this is a time that’s breaking barriers on a “new normal”, why not take this time to break your typical traditions as a company? Black Friday deals may now be a thing of the past, so it’s important to find a new creative outlet for shoppers to feel like they’re still getting a deal while staying safe.