Social networks have become a very important part of the brand’s strategy to reach consumers and one that in the Christmas campaign stands as a decisive space compared to other areas of brand positioning. Companies are betting on social, especially retail firms that have their hot spot in sales at this time of year. But what are these firms doing on social media this year? How are they using their tools to reach consumers compared to what they were doing in previous years? Twitter has used the data it has on what brands are doing to draw a series of conclusions about how retail is approaching social number france during the Christmas campaign. Their conclusions, as pointed out in an analysis in AdWeek , show that, on some issues, the Christmas campaign does not lose sight of what has been working for the rest of the year. The weight of the visual is more and more important Or, as the Twitter data explains, brands are more visual than ever. What does this mean? The point is that images, videos, gifs and streams via tools such as Periscope are becoming increasingly common among brands when it comes to making social communication and especially advertising campaigns in them. Retail firms are increasingly using it to accelerate conversion, and the adoption figures for these tools are “incredible.”
Moments do not only come from abroad: they are created by the brands themselves The calendar is marked by certain dates, which are the moments when everyone talks about a topic and the moments that force firms to focus on an issue. This is what happens with Valentine’s Day, with the beginning of summer or, much closer temporarily, the Christmas campaign. Brands are talking about those days and taking advantage of their pull, but things are no longer limited to that. As they explain from Twitter, brands are increasingly creating their own moments, launching campaigns that create their own windows of Betting Email List (for example, Nike launched a campaign inviting consumers to go outside). And in addition to this, the very conversations related to the Christmas season and its key days begin much earlier. “What we are seeing is a different kind of conversation that takes place earlier in the season when it is more aspirational, as these are the things I hope to receive,” explains Twiter retail manager JJ Hirschle. Brands are looking for allies All the interest that influencers or advocates have aroused in recent months should have already given a clue. Brands are doing less and less things alone. Retail firms are increasingly using the ‘others’. Collaborations are therefore on the rise and are increasingly employing these collaborators to reach specific audiences. Having an associate is key to connecting with a specific audience. Also in social matters, the important thing is to personalize One of the general trends in marketing is to make communication more and more human. Brands are not just being brands: they want to become friends, something close to consumers, and therefore they are working to make communication much closer. The same happens in the Christmas campaign. Marketers have started to personalize their messages as much as they can. The ways they use to do it are many and varied. For example, when customer service is provided, it is signed with a person’s name, which makes consumers feel closer and has a positive impact on how the brand is viewed. It is not the only tool they use. Segmentation, also in social networks, is more and more personalized and more focused on small and specific groups. Long live the data Data, detailed information, is increasingly important in all areas, as the big data boom shows. It is also important in the approach of retail to social networks. Brands are using more and more new measurement tools to know what they are achieving with the things they are doing in their profiles and they also use A / B tests to determine which strategies are successful. The important thing is not instinct: the important thing is knowing how to use data to make the best decisions and reach consumers.