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O CTO B E R 2016 Christmas Campaign Planning

A GUIDE TO

www.greenlightdigital.com

CONTENTS 4

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HAVE YOURSELF A MERRY LITTLE CHRISTMAS (CAMPAIGN!) BY ANDREAS POUROS COO & Co-founder

GETTING YOUR SHOPPING CAMPAIGNS RIGHT FOR CHRISTMAS BY ANDY HUNT Senior Paid Media Analyst

Greenlight is a multiple award-winning digital marketing agency that designs, builds, deploys and measures marketing solutions and campaigns across Search, Content and Engagement, Display, Mobile, eCommerce, and more, with the unwavering objective of achieving dramatic growth for its clients. Greenlight promotes brands and products in 26 languages and 42 territories on behalf of such clients as Hiscox, ghd, Dixons Carphone, Millennium Hotels and Resorts, Laura Ashley and many more. Ready to grow? Call us on +44(0)20 7253 7000 or go to www.greenlightdigital.com/get-in-touch

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www.greenlightdigital.com |  +44 (0)20 7253 7000

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TEN TIPS TO GET THE MOST OUT OF YOUR PAID SOCIAL THIS CHRISTMAS BY ASHLEY GILL Paid Media Manager

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RETARGETING: DON’T OVERSPEND THIS CHRISTMAS BY SIMON CLAASSEN Senior Media Trader

PAID SEARCH DO’S AND DON’TS: A GUIDE TO NAVIGATING ACCOUNT MANAGEMENT AT CHRISTMAS BY BECKY DUNFORD Paid Media Manager

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YOUR CHEAT SHEET TO A GREAT CHRISTMAS SEO STRATEGY

HOW AND WHEN TO TIME YOUR CHRISTMAS CONTENT CAMPAIGNS

BY STEFANIA ROMANELLI SEO Consultant

BY JAMES BROWN Senior Digital PR & Outreach Specialist www.greenlightdigital.com |  +44 (0)20 7253 7000

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Introduction

HAVE YOURSELF A MERRY LITTLE CHRISTMAS (CAMPAIGN!) BY ANDREAS POUROS, COO & CO-FOUNDER

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www.greenlightdigital.com |  +44 (0)20 7253 7000

Christmas is one of the most exciting

are should there be a bump along the road. As part

peaks in any digital marketer’s calendar

of your contingency plan, it’s good to include internal

and, as with any other major event, planning starts early on. While it seems

resource restraints (such as staff availability) and budget confinements too so you don’t have to compromise at any stage.

unusual to consider festive campaigns in the heat of summer, this is second

KEEP YOUR MESSAGING CLEAR

nature to digital marketers. But there are

Here’s where things can go awry quite easily.

often many hurdles that come ahead of

When marketers and creatives get together to

a winning Christmas campaign, and it’s the approach that matters as much as the

brainstorm, there’s a likelihood that a core message could get lost in what’s ultimately a really cool campaign that doesn’t actually bring something

creative ideas when it comes to achieving

of value or relevance to its audience. Sure, it’s fun

great results.

and caught someone’s attention, but was there a clear call to action or particular brand association?

The most disappointing thing to witness during the

Unfortunately that’s sometimes unclear in

festive season is what seems like a good campaign

Christmas messaging - and while the campaign

that’s been backed up with some interesting

wouldn’t impede awareness or brand recognition, it

creative, but you can’t help but wonder if it could’ve

may not lead to actionable results from audiences,

been better with a few tweaks. Such scenarios

hindering KPIs and ROI. Before you start ideating,

happen frequently, but they’re completely avoidable.

have your core message and takeaway to mind,

At the heart of a memorable and relevant campaign