Proactive promotional planning for the profit-driven marketer

You probably saw the title of this article and thought to yourself: is that a typo? We’ve only just started dipping our toes into the warmer months, how can anyone think of planning for Q4 so soon? But that’s just it – there’s no better time than now for e-commerce marketers to start planning some monumental holiday sales.

Define a timeline

Accelerated e-commerce adoption has spurred rising digital ad spend, which is expected to increase by 14% in 2022 and reach a whopping $873 billion by 2024. With that in mind, proactive promotional planning for the 2022 holiday season is the best way for e-commerce marketers to protect themselves against unexpected tracking issues, d avoid last-minute media jamming and support fierce competition. A well-organized calendar can be your greatest asset for knowing when to start securing placements and finalizing promotions. Once publishers start publishing their Q4 price sheets, vacation slots book up fast, especially coupon and deal partners.

Typically, content publishers and influencers finalize their editorial calendars months in advance. Communicating your brand’s holiday promotions early gives you a higher chance of being included in holiday lists, gift guides, product roundups, and more. Brands should have pitches planned and booked early to mid-Q3 at the latest, or risk your partnership options being extremely limited.

Missing out on a valuable shopping vacation because it wasn’t on your radar means waiting an entire year before you have the chance to capitalize on that seasonality again. It’s not just Black Friday and Cyber ​​Monday in Q4 – understanding exactly when these best holidays are and how far in advance you should plan them. Take the example of Singles Day. These one-day holidays, which take place approximately two weeks before Black Friday, have seen record growth in 2021, reaching $38.4 billion in sales. By getting ahead of lesser-known holidays, you can acquire new customers throughout Q4 and maximize ROI.

Do you already have your seasonal planning markers on the calendar? Stay on track with Perform[cb]it is Ideal Promotional Planning Timeline.

Recruit, test, optimize, repeat

A strong and diverse publisher base is the cornerstone of any good affiliate program, but building seasonal partnerships can be a time-consuming process depending on your targeting goals. Marketers can’t wait until the last minute to get top publishers and premium placements just because they will be selected. Recruiting and testing new partners as early as possible is key to a successful Q4 campaign launch and converting new customers during the holiday frenzy.

By engaging early in seasonal partnerships, including content, loyalty and offers, and retargeting, marketers will have plenty of time to test and optimize while maintaining efficient spend. Having the ability to test before Q4 means marketers can ensure partner engagement levels are up to snuff, while addressing last-minute optimizations to increase conversions.

If you’re not currently working with a trusted agency or network partner, now might be the time to invest in order to prepare for the fourth quarter rush. Many agencies and networks tend to have existing publisher relationships across a multitude of channels and verticals. Rather than spending your money and time recruiting new publishers, an agency or network can onboard their existing high-value publishers to start testing before the leaves start falling. Find out how to do[cb] was able to drive a 120% increase in new customer acquisition for Drizly in Q4 2021 after proactive recruiting, onboarding and testing with proven affiliate partners throughout the funnel.

Strategically allocate the advertising budget

What exactly are you aiming to achieve this holiday season? What budget have you budgeted for Q4 marketing? In which channels do you plan to invest? What type of offers are you looking to promote? These are all questions e-commerce marketers like you should ask themselves during the holiday campaign planning process. For brands looking to invest in paid media, partnerships should be booked early to confirm premium placements at the most effective prices. We may seem like a broken record at this point, but it’s critical to invest early so you don’t waste ad spend on select placements.

Also, don’t spend your entire holiday ad budget just on Black Friday and Cyber ​​Monday. Compared to previous years, a 122% more was spent by consumers all week following Cyber ​​Monday. If your brand isn’t planning another media push after Black Friday and Cyber ​​Monday, you’re basically dealing with competitors. It can also be beneficial to invest in presale promotions at the start of the fourth quarter if you are a marketer looking to avoid potential supply chain issues.

The Marketing Guide to Seasonal Planning and Fourth Quarter Profitability

To make the fourth quarter your most profitable quarter of the year, you must plan ahead: focus on the best performing holidays, integrate and optimize new partnerships, and do not wait to book media spots. quality. By getting ahead of the busiest time of the year, you can maximize return on investment and ensure ad spend isn’t wasted – the easy way. If you’re ready to get into the holiday spirit early, get ready to succeed with Carry out[cb]Guide to Seasonal Planning and Fourth Quarter Profitability. We promise, your “me of tomorrow” will thank you.