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Digiday+ Research: Marketers are split on customer retention and acquisition heading into the holidays


It’s essentially the most thrilling time of 12 months for reductions — and, many would say, crucial. And with manufacturers and retailers treading the slippery slope of the economic system, it’s troublesome to discern what precisely is the perfect technique for vacation reductions this 12 months. Will retaining loyal prospects or gaining new ones enhance the underside line? And can deeper or shallower reductions repay ultimately?

With Black Friday/Cyber Monday weekend wrapped up, Digiday+ Analysis took a take a look at who precisely manufacturers and retailers are focusing on with the promotions which can be kicking off the vacation season. In response to Digiday’s fall survey of 56 model and retail professionals, entrepreneurs are cut up between focusing on new and present prospects heading into the vacations.

Two teams being cut up on a problem is a phrase usually utilized in information reporting, however in a really attention-grabbing incidence, Digiday’s survey discovered that entrepreneurs are actually cut up 50/50 between specializing in buyer retention and new buyer acquisition heading into the vacations. Precisely 50% of name and retail execs stated present prospects are the first viewers for his or her vacation promoting, and 50% stated new prospects are their major viewers.

We already know that manufacturers will use conventional and digital TV channels of their vacation advertising and marketing this 12 months, and that they’re reaching customers on Fb and Instagram with Instagram poised to change into much more essential through the vacation season. And realizing who entrepreneurs’ target market is for his or her vacation season efforts additionally begs the query: What sorts of reductions will these audiences see this 12 months?

In response to Digiday’s survey, most model and retail execs suppose discounting goes to remain the identical between this 12 months and final 12 months. Fifty-three p.c of respondents stated they anticipate vacation reductions to be about the identical as 2021 this 12 months, in contrast with 65% who stated so final 12 months.

However of those that suppose it is going to change, most anticipate vacation reductions will probably be shallower this 12 months somewhat than deeper. Practically a 3rd (31%) of name and retail execs stated they anticipate 2021 vacation reductions to be considerably or considerably deeper than their 2022 vacation reductions, whereas solely 16% stated they anticipate 2022 vacation reductions to be considerably deeper than 2021 vacation reductions. Zero respondents to Digiday’s survey stated they anticipate vacation reductions to be considerably deeper than final 12 months.

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Digiday+ Research: Marketers are split on customer retention and acquisition heading into the holidays



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