Holiday Marketing by Scott Hardigree October 9, 2012
Holiday Shopping Study: Marketers Out of Sync With Consumer Buying Habits
A new report released today by Yesmail shows that marketers aren’t keeping up with changing consumer shopping habits heading into the critical holiday season.
By comparing the results of a consumer survey with the e-mail and social media campaigns of brands such as Apple and Walmart, Yesmail identified where marketers are dropping the ball.
Some key findings:
- Only 5 percent of email promotions are sent during peak online shopping periods.
- Brands aren’t using Facebook and Twitter to offer promotions, even though 34 percent of shoppers have been influenced by a social media deal.
- Three-quarters of consumers own smartphones or tablets, but only 19 percent make mobile purchases.
- The practice of “showrooming” is common – 62 percent of consumers have used a mobile device to compare web product prices while in a store.
The research offers insight into how online deals, social media promotions and mobile devices will influence shoppers this holiday season. You can view the full report here (requires an opt-in).
Posted By: Scott Hardigree of Indiemark, an email marketing agency.
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