How Brands Can Cut Through All The Holiday Noise

By November 13, 2015Digital Media Buying

Our senses are bombarded with over eleven millions bits of data per second.  Consumers on average see over five thousand ads or messages per day. The challenge of creating a successful advertising campaign has never been so evident.  When the calendar rolls around to November and December the challenge only rises. Advertisers generally increase their budgets around this time of year to cut through all the noise and convince consumers to buy. The challenge for brands now becomes, how can they cut through the chaotic environment (the holiday buying season)?

The goal of this post is to give three helpful hints on how brands can cut through the holiday noise in the digital ecosystem.

Lookalike Audiences

I am sure that most good digital marketers leverage these. According to Facebook lookalike audiences are a way to reach new people who are likely to be interested in your business because they’re similar to customers you care about. In the aggregate, lookalike audiences help you reach people who are similar to your current customers. This technique is great for fan acquisition, website registration, off-Facebook purchases, coupon claims and brand awareness. Essentially, lookalike audiences will help your brand reach those whom haven’t had any exposure to your message yet.

Differentiate Your Message

Try something new. Think about what differentiates your brand from your competitor’s and then highlight it in your advertisements. During this time of year, I believe, that consumers go through multiple stages of ad fatigue. Percentage discounts do not cut it!  Make your unique value proposition and call to action disgustingly clear. Tell the consumer why your solution is better than the existing alternative. If you do this in a clear easy way you will make the purchasing decision that much easier.

Be Unpredictable

When it comes to the holidays consumers are fed a steady diet of Christmas and holiday themed advertisements.  Thinking that your advertisement is a present wrapped under a tree is going to cut through the clutter.  GOOD LUCK. The trick is to be unpredictable. Remember MasterCard’s priceless campaign? During this campaign MasterCard would give members spontaneous gifts like concert tickets or lifetime experience. Consumers are still talking about it! Do something different and out of the ordinary. Trust me, you will have better results. In addition, this unpredictability drives a greater chance of increasing the all important net promoter score and developing a viral campaign that so many marketers desire.

This holiday season, remember to think outside of the box and test something out of your comfort zone. You stand a better chance of cutting through the clutter and helping your brand stand out during this busy time.  
Happy Holidays!

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