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No matter the time of year, there’s a holiday you should be planning a campaign for



No matter the time of year, there's a holiday you should be planning a campaign for

A successful holiday marketing strategy should include multiple activations and begin months in advance. That’s because consumers, too, are making extensive holiday plans that extend the celebration period. Eighty percent of shoppers said they plan more “mini moments” throughout these holidays, creating new ways to celebrate, according to a study of consumers and successful marketing campaigns by visual discovery platform Pinterest.

Pinterest also released peak times for holiday activations to inform marketers in the months ahead.

Peak ad opportunities by holiday. The timing for specific holidays depends on a combination of how much customers will be shopping and when the holiday falls on the calendar. Halloween is a good example here. It falls at the end of October, but marketers should be activating campaigns in July to take full advantage. Christmas is later in the year, but consumers will be spending much more on Christmas gifts than Halloween costumes and candy. So marketers should also begin Christmas ads in July, the same month as for Halloween, according to Pinterest’s insights.

Here are the peak periods for ads, by holiday.

  • Halloween July to October.
  • Thanksgiving August to November.
  • Black Friday/Cyber Week October to November.
  • Hanukkah August to December.
  • Christmas July to December.
  • New Year’s Eve November to December.

Advertise during multiple holidays. Another important insight for marketers is that the payoff is big for brands that get involved in multiple holidays. The crossover appeal has a multiplying effect for awareness and conversion rates.

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Brands that activated during multiple holiday periods in 2021 saw a four-times higher conversion rate than those brands that only activated during Christmas, according to the Pinterest study.

Marketers also should target specific mini-occasions within holidays. For instance, many consumers celebrating Christmas do so with a number of smaller events like tree decorating, ugly sweater day and friend-specific “Friendmas” parties. Covering these occasions will gain more traction than only promoting your brand with a general-themed holiday campaign.

On Pinterest, brands who activated on multiple moments in Q4 2021 saw a 45% increase in year-over-year median conversion rate. Those who only activated one around the holiday saw just a 12% YoY boost in conversion rate, according to Pinterest research.

Read next: Cyber Monday set to be biggest spending day of the year

Strategies should be brand-specific. Customers might plan for purchases months in advance, or they could be last-minute shoppers, depending on the specific brand.

Buying behavior can’t be generalized and is based on the brand, said Karen Duffy, director of research and insights for Fuel Cycle, a market research and community intelligence company.


“For one retailer, most members bought in December (64%) and began their holiday shopping in October,” Duffy said. “For another retailer, 60% of guests said they began their holiday shopping between October and November evenly.”

Why we care. As we saw from the recent Amazon Prime Day promotion, shoppers are ready to take advantage of sales. The early timelines from Pinterest suggest that in July many of these shoppers are already thinking about holidays.

This allows a longer runway for digital marketers to launch holiday campaigns, with evidence that a robust strategy with multiple activations will pay off throughout these festive occasions. 

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


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7 Critical Factors You Must Consider When Choosing RPA Tools



7 Critical Factors You Must Consider When Choosing RPA Tools

Robotic Process Automation is a technology that makes it easy for businesses to build, deploy and manage bots that can replicate humans interacting with digital systems and software. These bots can perform structured and pre-defined tasks such as filling out a form, processing a financial transaction or sending messages.

The core purpose of robotic process automation is to automate mundane and repetitive tasks so that your employees don’t waste their time on those tasks and focus on more value-driven activities with automatic employee monitoring software. Yes, a human first has to define the workflow for a bot for it to work but once done, it can perform most tasks automatically.

Advantages of Robotic Process Automation

Here are some of the advantages of robotic process automation:

  • Optimal resource utilization
  • Save time
  • Reduces cost
  • Minimize errors
  • Increases business capacity

Disadvantages of Robotic Process Automation

Some of the disadvantages of robotic process automation are:

  • Requires monitoring and maintenance
  • Not capable to extract information from unstructured datasets
  • Can not automate complex tasks
  •  The time-consuming and costly setup process

In this article, you will learn about seven critical factors you must take into account when choosing robotic process automation tools for your business.

Before discussing factors you should consider when buying robotic process automation tools, it is important to understand that every robotic process automation tool has its own format and does not offer any kind of portability. This means that there are no standards so the one size fits all formula does not apply here.

Make sure that the robotic process automation software you are planning to buy has all the features you need along with some handy extras. Ask for proof of concept before rollout and only buy the software when you are sure that it is the right choice to meet your business needs.

7 Factors To Consider When Buying RPA Tools

Here are seven factors you must consider when buying a robotic process automation software

1.  Ease of bot setup

Setting up a robotic process automation software can be a daunting challenge for businesses as it can take a lot of time and resources. That is why it is imperative that enterprises invest in robotic process automation tools that are easy to set up and use.


It must also allow a level of customization and let businesses create custom bots for different buyer personas. Developers should be able to call the robotic process automation tool API when writing code for automation.

2.  Low-code capabilities

Gone are the days when only experienced developers could create websites and apps. With the advent of low code tools, anyone can now create an app even with little to no coding knowledge(accounting app, management app, etc.). Low code development lets you drag and drop ready-made components from the tool library and write small code snippets for functions that are not present in the tool library of the tool. Choose robotic process automation tools that offer these low code capabilities.

3.  Machine learning capabilities

As mentioned before, robotic process automation software struggles when it comes to extracting actionable insights from unstructured datasets. Since a major chunk of company data is in unstructured form, it makes robotic process automation tools useless.

That is where the machine learning capabilities of these robotic process automation tools come in handy. With these capabilities, it can parse through documents, find information and return it to users. This can enhance the user experience and boost customer loyalty. Some vendors might give this a fancy name but the functionality remains the same.

4.  Integration with enterprise applications

Another important factor you can not afford to ignore when buying robotic process automation software is compatibility with enterprise applications. At the end of the day, your robotic process automation software’s utility is highly dependent on how these tools can integrate with your existing business application. This is about your data integration with supermetric alternatives and so on.

Its capability to extract data from your existing business applications matters most. Does your robotic process automation tool offer plugins to seamlessly connect it with your database, accounting systems, HR systems, appointment setting services and ERP systems? If yes, then you should certainly consider it as an option if it fulfills all your requirements.

5.  Orchestration and administration

Before these bots can take care of mundane tasks, you will have to first configure them and feed them with the right information as well as a secure credential. This secure credential is usually stored in a credential store. If you want other users to use your bots, you will first have to authorize and authenticate them.

You should also allocate resources for certain bots which trigger when a special event occurs. Once you have set it up, now you have to monitor it so it can work without human involvement. You will have to constantly improve its machine learning capabilities so it does not need human support when performing tasks.


6.  Process and task discovery and mining

Identifying business processes you want to automate and prioritizing them is critical for the success of your robotic process automation implementation. Unfortunately, it is also the most time-consuming part of the process as well.

The more your robotic process automation software lets you mine for processes from system log and construct task flows by observations, the easier it will be for you to implement it and automate your business processes. Look for robotic process automation tools that make task discovery and mining painless.

7.  Scalability

If you are planning to implement robotic process automation throughout the organization, you will bump into scalability issues. The best way to resolve these scalability issues is to implement them in the cloud, in containers or via virtual machines. If the orchestration component can allocate extra bots when needed, solving the scalability problem is not a problem.

At the end of the day, the success and failure of your robotic process automation rest on identifying the best tasks and processes to be automated. Make sure to document every step involved in the process. Never cut corners in testing cycles because it can lead to some missing links in your robotic process automation systems.

What factors do you consider when selecting a robotic process automation software? Share it with us in the comments section below.

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