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Make the most of the Aussie winter and sort out your Christmas marketing campaigns now so that when the sun’s out you don’t need to fret. While the rest of the world celebrates Christmas in winter, downunder we know that it wouldn’t be Christmas without a game of beach cricket and a hell of a lot of seafood.

For those still Googling for last-minute inspiration to set this year’s Christmas season apart from last year’s, we’ve collected 17 of our best tips.

  1. The early bird catches the worm. The second half of the year flies by and Aussies begin their Christmas shopping early, which means your campaigns should launch by mid-October. This spreads awareness of your brand in the lead up to the summer holidays and the rest of the Christmas season.
  2. Avoid creative fatigue. Ad fatigue happens when customers have been exposed to the same message one too many times and no longer “see” the ad. To keep your ads looking distinct and fresh, update your creative once or twice a month. Refreshing ads requires low-effort changes, like tweaking old concepts with new colours, buttons, borders or images.
  3. Embrace last year’s data. Take a look at last year’s Christmas campaign and sales figures. What products were the most popular? What had better ROI, email or display ads? Campaigns that use data improve their marketing ROI by 15–20%. Looking at your data is best practice and will help you focus your attention on your highest-performing channels and highest-converting customer bases.Holiday Blog Images_US-bar
  4. Make sure tools are in place before code freeze. Most digital properties lock down their marketing tools and web code during Christmas to prevent bugs from ruining sales during the busiest season. Place all the elements you need for Christmas before the unseasonable chill takes effect.
  5. Be social. Facebook and Instagram are no longer just brand-awareness channels. These platforms drive real, measurable sales for companies. Use well-lit, high-quality Christmas images to grab your customer’s attention, and then seal the deal by driving them to your site using one of Instagram or Facebook’s many call-to-action buttons.Holiday Blog Images_US-FB
  6. Let your film reels roll. Can’t wait to show off your snazzy Christmas ad? Shoppers who view video are almost 2x more likely to purchase than non-viewers. Add videos to your social media accounts to demonstrate your products in action.Holiday Blog Images_US-film
  7. You’re a customer, so think like one. Identify your target audiences and create content they’ll like. Your audience doesn’t log in to Facebook or surf a website to see ads. Have fun with your Christmas campaigns!
  8. Personalisation is key. This year over 90% of marketers plan on personalising their campaigns. If you’re retargeting this Christmas, personalise your ads by segmenting your audience into different groups based on the products and pages they view on your site. Try a segment for flagship discounts or special offers to retarget and convert more shoppers.
  9. Attention small businesses, take advantage of local awareness ads. An estimated 80% of consumers will shop at brick-and-mortar stores over Christmas. Facebook local awareness ads are a great way for small- and in-store-focused businesses to target only customers that live within—or visit—their local community. Think of it like local newspaper advertising, but with a new tech twist, the ability to reach customers on their desktop and mobile devices.Holiday Blog Images_US-signal
  10. Retailers, what about a Pinterest campaign. Pinterest drives a higher average order value than any other major social platform, including Facebook and Google. In fact, 59% of Pinterest users have bought something during Christmas that they saw on the site.
  11. Create a gift guide. Create a gift guide to showcase the varied products and services that you offer during Christmas. Be creative with how you display your products. Many buyers are unsure of what to buy and want recommendations. The more unique and thoughtful your gift guide, the more likely that potential customers will stop and take the time to shop for more of your products.
  12. Mobile optimise your site so your customers can research or purchase on the run. Make sure your site is setup for mobile shoppers. Research shows that mobile transactions account for 48% of all online retail purchases by the end of November. Make sure your site is mobile optimised and can handle all the extra traffic you expect to get. This is crucial to marketing success as a whopping 79% of shoppers who have trouble with a website’s performance say they will not return again.Holiday Blog Images_US-mobile
  13. Everyone loves Christmas, so show it with your creative. Spruce up your ad creative, landing page and site navigation for Christmas. Incorporate a wreath, a Christmas tree, and other Christmas imagery. It’s important to demonstrate that you are in the Christmas spirit and are excited about the festive season.
  14. Everyone wants to bag a bargain, use discounts to create urgency with shoppers. Stress the importance of short-term and once-in-a-year sales. Marketers should be clear about discount deals and when they expire. In 2013, 92% of consumers used voucher codes and 57% of shoppers say they would not have made a purchase if there was no voucher.Holiday Blog Images_US-discount
  15. Fill customer stockings using dynamic creative. Dynamic creative is a technology that serves unique ads to customers based on the actions they took on your site. If your company has a variety of products or pricing models, you can use dynamic creative to target those segments with ads relevant to them. This helps keep your brand top of mind for customers who may not have been ready to convert the first time around.
  16. Plan for an increase in site traffic. Work with the team that oversees your website to ensure your pages will be able to handle the increase in traffic. Studies show that 47% of people expect a page to load in two seconds or less.
  17. Get creative with your email subject lines to increase open rates. Long gone are the days when calling out a discount in an email subject line was enough to pique your customer’s interest. During the fourth quarter, 83% of retailers sent generic Christmas or winter-themed campaigns. Test shorter subject lines that focus on a common pain point your products can help solve to break through the noise.Holiday Blog Images_US-email