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BizReport : Advertising archives : October 07, 2016

Expert: BTS trends that will impact holiday advertising

With October in full swing, marketers are finalizing strategies for the upcoming holiday shopping season. According to one expert, there are trends from the back to school shopping season that could impact where and how brands advertise for the holidays.

by Kristina Knight

The National Retail Federation is predicting that more than $655 billion will be spent this holiday season. According to one expert, a few back-to-school digital trends could help holiday marketers increase revenue, too.

"During the back-to-school season we saw that a growing number of shoppers rely on digital ads to find deals and remember products or brands. What's more, shoppers are doing a lot of research before they purchase any product," said Courtney McKlveen, Vice President & Industry Lead, Retail, Travel & QSR, Yahoo.

Search, according to Yahoo's data, played a big part in how consumers found products during the BTS season, which is an indicator that holiday marketers should engage search, as well.

"In our recent study, we found that search was the top online research source among back-to-school shoppers, and more than half used online articles to inform their next purchase. We will see more of this activity this holiday season, as more shoppers turn to search and online resources to find the best gifts for their family and friends," said McKlveen.

And, McKlveen advises marketers to remember that ecommerce isn't just a weekend or evening happening - shoppers are browsing throughout the day.

"Keep in mind that shopping is not just happening on specific days; it's more of a cycle. For marketers, that means it's not about being there on a single day, but building a dialogue with your customers so that when they go to make a purchase, you are the preferred brand," said McKlveen.

And, she says, mobile is likely to play a bigger part during the upcoming holidays than it has in the past. More on mobile trends to watch next week.

Tags: advertising, back to school shopping, ecommerce, holiday shopping, NRF, Yahoo

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