Year-end sales season: 3 ways to catch those 'no target' consumers

Double 11, Double 12, Black Friday, Cyber ​​Monday, Thanksgiving, Christmas... At the end of the year, all kinds of big promotions are coming. Are e-commerce brands ready?

Adequate stocking, various promotional activities, and overwhelming advertisements are of course a must-have item for a battle-hardened e-commerce brand. But how can e-commerce brands further improve their sales targets while satisfying those consumers with related needs?

Catch those potential consumers who have "no target".

Meta recently released a data survey, which showed that 62% of respondents said they do not like to actively search for related products. That is to say, a large part of people will not actively search for products even if there is consumer demand.

So how can e-commerce brands seize the pain points of this group of people and actively "send" the brand to their hearts? Combined with this consumer research from Meta, we have come up with the following 3 approaches.

01

Personalize the experience with customized marketing

Contrary to a “reach more consumers” strategy, if your brand wants to capture in-demand but not active consumers, it needs to know them better and get their attention by meeting their unique expectations.

According to a report in May this year:

73% of respondents want companies to understand their unique expectations

62% believe companies should anticipate their needs

55% bought products they discovered through personalized ads

Clearly, consumers are waiting for brands to "come" to them the way they like.

The "audience portrait" function of Marketing Cloud can help brands gain a faster and more intuitive insight into the characteristics and needs of consumers, so as to provide them with a targeted and personalized marketing experience.

02

Holiday consumers want joy and inspiration

Unlimited shopping options = shopping options without goals = no buying behavior.

In the end-of-the-year holiday season, consumers want fresh, clear shopping inspiration to help them sift through gifts and surprise family and friends.

According to data from Facebook, the earlier you offer holiday gift ideas during holiday sales at the end of the year, the easier it will be to reach consumers. By partnering with influencers, you can provide consumers with holiday gift lists in a more humorous and persuasive way.

Data shows that 51% of holiday shoppers believe that product recommendations from influencers and brands help them find gift inspiration. At the same time, 61% of consumers hope to get more "experience" while watching their favorite content from celebrities. Brands can consider using AR technology to promote and promote holiday products on Meta.

03

Brands need to provide a smoother online consumer experience

When your promotional content is in front of consumers in a way that they prefer, and after consumers have harvested a pleasant "grass planting" experience, the next step is to convert consumers' pleasure and consumption desire into direct purchase behavior.

69% of people surveyed by Meta said they value a frictionless and seamless shopping experience in online shopping. "What you see is what you have" is very important for consumers.

At the same time, the need for this seamless experience is also reflected in the online response of brands to consumers. Data shows that during the holiday season last year, nearly half of consumers sent messages to brands through instant messaging, and 53% of them paid special attention to information such as logistics and returns after shopping.

During the peak sales season, the "interaction management" function of Marketing Cloud can help brands respond to consumer comments and private messages in real time.

Epilogue

The holiday season at the end of the year is a good time for overseas brands to seize consumers. Through Marketing Cloud, you can complete consumer insights on social media platforms, reach consumers with content that is more in line with their expectations, and manage pre-sale and post-sale interactive messages in real time.

If you want to reach more consumers, improve sales performance and goals, and get more support from the end of the year promotion, please leave your contact information, and we will have someone to contact you.