【Common_Thread】2023年电子商务假日购物季营销策略_28页_7mb

2023 Ecommerce Holiday Marketing Strategy: The 4 Peaks of the 4th Peak Summary

Core Content

The 2023 Ecommerce Holiday Marketing Strategy outlines a comprehensive approach to leveraging the four mini-peaks within the Black Friday Cyber Monday (BFCM) period to maximize revenue and customer acquisition. The strategy is based on the idea that BFCM is not a single event but a series of four distinct marketing opportunities, each with its own unique characteristics and opportunities for growth.

Main Points

• BFCM is a series of 4 mini-peaks, not just one event. These include:

  1. Early Bird (Nov 1-15)
  2. Black Friday (Nov 22-26)
  3. Cyber Monday
  4. Holiday Gifting (Mid-December)

• Revenue from returning customers has declined significantly, with Q1 2023 showing only +5% YoY growth compared to +38% in Q1 2022. This suggests that brands must focus on new customer acquisition to drive growth in Q4 2023.

• New customer growth in Q1 and Q2 2023 was strong, indicating that brands are preparing to capitalize on this by re-filling their "sponge" of new customers.

• Shopify GMV data shows a strong correlation between Q2 and Q4 growth, suggesting that Q4 performance can be predicted based on Q2 results. The projection for Q4 2023 GMV growth is 17.45%, higher than the previous year's 12.75%.

• Consumer Confidence Index is healthier in July 2023 compared to the previous year, which supports the potential for higher Q4 revenue.

• BFCM revenue is expected to grow by 14.5% YoY, based on historical data from other major sale periods (Memorial Day, 4th of July, Labor Day).

Key Strategies

1. Offer Strategy

• The goal is to maximize Q4 margin outcome.
• Offers should be structured to align with each mini-peak:
  • Early Bird: A discount less appealing than BFCM but better than other times of the year.
  • Black Friday: A higher discount offer to drive order volume.
  • Cyber Monday: The maximum discounted offer to drive both sales volume and average order value (AOV).
  • Holiday Gifting: A deal on excess inventory or old collection SKUs, with urgency through shipping cutoffs.

2. Email + SMS Strategy

• Sending more emails is crucial to maximizing revenue during BFCM/Holiday.

• Recommended send cadence:

  • Day or evening prior to launch: 1 x VIP Email + SMS
  • Offer Launch day: 3x Emails and 2x SMS
  • Every other day: 1-2x Emails and 1x SMS
  • Final day of offer: 3x Emails and 2x SMS

• Emails and SMS are more effective than other channels in driving BFCM purchases, with 89% of BFCM purchases made by customers who open an email before the holidays.

• Unsubscribe rates are not a concern, as the revenue and margin increases from more emails outweigh the potential impact.

3. Creative Strategy

• A diverse creative toolkit is essential for maximal Q4 outcomes.
• Recommended ad types include:
  • Evergreen ads: Non-sale specific campaigns that perform well.
  • Dynamic Ad Frames: Enhance performance of dynamic product ads.
  • Graphic Ads: Keep the offer front and center with minimal distractions.
  • Gifting and Gift Guide Ads: Support the offer with product and lifestyle elements.

4. A Growth Map

• A Growth Map is a strategic tool that aligns marketing calendar and media plan.
• It sets monthly targets for each customer cohort (Returning, Organic First Time, Paid First Time).
• For Q4, it also tracks performance hourly for each mini-peak, enabling more precise optimization.

Key Insights

• The CVR (Conversion Rate) during BFCM and Cyber Monday is high, while CPC (Cost Per Click) is low, creating arbitrage opportunities.
• Brands that have been disciplined in customer acquisition are in a better position to leverage these opportunities.
• Email marketing remains the most impactful channel, especially during the BFCM/Holiday period.
• The overall opportunity for Q4 2023 is strong, supported by data from major sale periods and a healthier consumer confidence index.

Conclusion

The strategy emphasizes the importance of viewing BFCM not as a single event but as a series of mini-peaks, each with its own marketing focus and opportunity. Brands that structure their offers, send more emails, use effective creative strategies, and implement a Growth Map are better positioned to maximize their revenue and profit margins during the 2023 holiday season.