San Francisco Sees a Shift in Holiday Marketing Strategies
As the holiday season unfolds, it’s clear that businesses are shifting gears to meet consumer needs more effectively. This year’s Black Friday and Cyber Monday shopping events have highlighted a fascinating transformation in marketing strategies, particularly highlighting the power of mobile marketing.
Mobile Engagement Takes Center Stage
A recent report from Iterable, a leading customer communication platform, sheds light on how brands are now prioritizing mobile-first approaches. With a shift towards immediate and personalized communication, it seems that SMS has emerged as the front-runner. This year, there was a remarkable 68% increase in SMS message volume on Black Friday compared to the previous year, while Push notifications also soared by 32% on Cyber Monday.
Consumers today are often looking for quick, bite-sized communication that seamlessly integrates into their busy lives. With SMS capped at just 160 characters, it’s easy to see why this concise format resonates with shoppers who are always on the move. As many as 80% of Iterable’s customers embraced multiple marketing channels during the holiday weekend, making it clear that brands are learning to connect with their audiences across different platforms.
Finding the Right Message at the Right Time
One engaging insight revealed that businesses employing strong cross-channel marketing strategies see an impressive customer retention rate of 89% on average. This contrasts sharply with the 33% retention rate for those relying on single-channel methods. By using a combination of SMS, email, in-app messages, and push notifications, brands can greatly increase the likelihood of making lasting connections with consumers.
This is especially important during high-stakes shopping events. Consumers who engage across multiple channels are noted to spend approximately 30% more than those who stick to just one. It’s all about being where the customer is, at every turn.
Empathy in Marketing
Interestingly, amidst the hustle and bustle of the holiday shopping frenzy, many brands embraced a more empathetic approach. On Thanksgiving Day, Iterable noted a 50% drop in messaging volume from the norm. This wasn’t a lack of engagement; rather, it showed a deliberate choice to respect consumers’ personal time during the holiday.
In a surprising twist, it turns out that while a significant 68% of consumers expect empathy from brands, just 37% feel they’re actually receiving it. This highlights a major gap that brands can address by genuinely showing they care about their customers’ needs and experiences. In fact, customers who feel understood are more likely to spend, with a whopping 68% being inclined to purchase from a brand that understands them.
The Role of Data and AI in Personalization
An exciting trend over this holiday season is the willingness of consumers to share their data with brands for a more personalized experience. Almost 50% of respondents reported being comfortable sharing personal information in exchange for tailored messaging, up from previous years. With only 52% expressing concern about data privacy, it’s an encouraging sign for brands hoping to foster trust through responsible data usage.
Iterable has been most active during Black Friday and Cyber Monday, managing over 2.2 Petabytes of data—a notable 12% increase from last year. It’s a clear indication of how brand engagement is trending and how data can be transformed into actionable insights.
AI Technologies Leading Growth Forward
With the increased adoption of AI technologies, brands are seeing tangible benefits from integrating these tools into their marketing strategies. A staggering 94% of marketers credited AI advancements for their revenue growth this year. Most are keen to ramp up AI investments in 2025, indicating strong confidence in these tools’ capabilities. In fact, Iterable reported a 20% rise in AI usage year-over-year during this peak shopping time, making it a foundational element of marketing success.
Building Connections for Future Success
As the trends unfold, it’s apparent that marketing isn’t just about making quick sales anymore. It’s about nurturing meaningful relationships with customers in a way that resonates. The brands that succeed are those that prioritize relevance, resilience, and authentic connections in their messaging strategies.
As we continue through the 2024 holiday season and beyond, it will be intriguing to see how brands evolve their strategies to create even more personal, engaging experiences for consumers in this fast-paced digital world.
