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BizReport : Advertising archives : October 08, 2012

Top 3 ways to improve sales through 2012 holidays

We're still more than a month from the official kick-off to the 2012 holidays - Black Friday - but savvy marketers are already making plans for better performances. Here are SundaySky's top three tips for improving websites in preparation for holiday shoppers.

by Kristina Knight

First, Be seen to be bought. According to our expert video should definitely be part of marketers' plans this holiday season.

"Video can be the most engaging asset online retailers have during the holiday shopping season, so don't risk your video going unseen. Consider video placement to ensure shoppers are viewing in the message," said Kelly Ford, vice president of marketing at SundaySky. "Video should be visible - above the fold - when the page loads, ensuring optimum consumer engagement. Online shoppers are bombarded with images and ads while scanning websites."

This includes, according to Ford, providing a strong call-to-action such as "Click here to view a video about _____" and providing relevant videos and content. Pre-roll formats, by the way, continue to be the top engager according to several studies.

Second, don't miss the opportunity to go mobile.

"Mobile commerce is on the rise, impacting customer behavior across multiple channels. Holiday shoppers are visiting websites making transactions at a much faster rate, via mobile devices. This is an investment opportunity that online retailers are wise to address. With the holidays quickly approaching, retailers who are leveraging mobile commerce initiatives are able to boost sales and achieve a more intimate level of engagement with holiday shoppers on the go. To do so, retailers need to have mobile-compatible video files and players," said Ford.

Finally, support the customer journey beyond check out.

"Holiday shoppers want to feel as supported through an online purchase as they would an in-person shopping experience. Retailers are using captivating, personalized video content to interact with shoppers on a level almost as intimate as an in-store experience. Engage your shoppers from the time they click on your site to the moment they're clicking the checkout button, and even following their most recent purchase with relevant content that will offer the support that consumers are looking for when shopping online," said Ford.

Tags: 2012 holiday advertising, advertising, online video, SundaySky, trends, video trends

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