10 Things Brands Need to Know for Holiday Media Success in 2024
The holiday season in 2024 presents unique challenges and opportunities for media strategists. As consumers brace for economic changes and brands innovate with new technology, it’s crucial to adapt holiday media strategies to meet evolving demands. This year, shoppers are expected to be more budget-conscious and technologically savvy, shifting how brands approach advertising and engagement. From early budget forecasting to tapping into AI-driven personalisation and meeting last-minute shopper demands, planning for the season is essential. Here are ten critical insights to help you stay ahead, ensuring your campaigns resonate and convert in a highly competitive holiday landscape.
1. Early Budget Allocation and Forecasting
With economic pressures and high inflation in 2024, consumers are increasingly budget-conscious, affecting their holiday shopping behaviours. For media teams, this underscores the importance of early budget allocation and strategic forecasting to capture demand when it peaks. Begin planning early by identifying key shopping periods and allocating higher budgets during those times to maximise return on investment. It’s equally important to retain some flexibility in your budget, allowing shifts toward campaigns and channels that demonstrate high performance as the season progresses. This adaptive budgeting approach ensures that resources go to high-impact campaigns, making every dollar work harder amid economic uncertainty.
2. AI-Powered Audience Segmentation and Personalisation
As artificial intelligence evolves, 2024 offers unprecedented opportunities to refine audience segmentation and personalisation in holiday campaigns. AI tools now allow for deeper insights into buyer behaviours and purchase intentions, helping brands to identify and target specific audience segments with precision. Leveraging AI, you can predict holiday shoppers’ needs based on data such as past purchases, browsing patterns, and even real-time behaviours, allowing for hyper-personalised ad copy and product suggestions. By adapting messaging to fit each audience’s unique preferences, AI-driven segmentation ensures that ads resonate more effectively, boosting engagement and conversion rates in a competitive holiday landscape.
3. Optimise for the Rise in Voice and Visual Search
As voice and visual searches continue to gain traction, optimising your holiday ads and product pages to align with these technologies is crucial. Consumers are increasingly using voice-activated devices and image-based searches to discover products, particularly during the holiday shopping season. To capture this traffic, ensure that product descriptions and images are optimised with rich, descriptive alt-text, relevant keywords, and context that voice assistants can easily interpret. Additionally, consider creating content that is conversational and voice-search-friendly, addressing common questions and phrases users might ask. By adapting to these search trends, you’ll position your brand to be more accessible and visible to a growing base of voice and visual search users.
4. Enhance Mobile and App-Based Shopping Experiences
Mobile commerce is stronger than ever in 2024, with consumers relying on mobile devices for everything from research to purchase. To make the most of this trend, optimise both your mobile site and app experience to ensure they offer seamless navigation, quick load times, and a smooth checkout process. High-performing apps that provide exclusive discounts and push notifications are particularly effective for re-engaging customers during the holiday season. By prioritising a mobile-first approach, your brand can capture a larger share of mobile holiday shoppers who expect fast, user-friendly experiences at every step of their journey.
5. Use Retargeting with AI-Enhanced Product Recommendations
Retargeting remains a powerful strategy to re-engage holiday shoppers, and AI-enhanced product recommendations take it to the next level. By harnessing AI, you can showcase tailored product suggestions to each user based on their browsing history, past purchases, or items they viewed but didn’t purchase. This advanced retargeting strategy keeps your brand top of mind while presenting items that align with each shopper’s interests, such as complementary products or trending holiday items. Leveraging dynamic retargeting platforms that support AI-driven recommendations ensures that retargeted ads feel personalised and relevant, making it more likely that shoppers will convert.
6. Create Unique Holiday Bundles and Exclusive Offers
With inflation affecting spending power in 2024, consumers are actively seeking deals and value-driven options. Holiday-specific bundles and exclusive offers can meet this demand effectively. By combining popular items into discounted bundles or offering “limited edition” holiday products, you can create a sense of exclusivity and value that resonates with price-sensitive shoppers. Additionally, time-sensitive offers like flash sales or one-day discounts can build urgency and drive quick conversions. These holiday-centric promotions not only appeal to deal-seekers but also enhance customer loyalty by delivering tangible value when it matters most.
7. Invest in Short-Form and Live Video Content
Short-form video has become an essential tool for reaching audiences, with platforms like TikTok and Instagram Reels dominating social media. For the holiday season, video content can be especially effective in capturing attention and driving engagement. Create engaging holiday-themed videos such as gift guides, unboxing experiences, or live shopping events that allow customers to visualise their purchases. Live streaming, in particular, enables real-time interactions, letting viewers ask questions and make instant buying decisions. By prioritising short-form and live video, you can build brand connection and drive immediate engagement during peak shopping periods.
8. Fine-Tune Conversion Tracking with GA4 and Privacy-First Approaches
In 2024, privacy concerns and data regulations continue to shape digital marketing practices, making Google Analytics 4 (GA4) an essential tool for tracking holiday campaigns. GA4’s advanced tracking capabilities allow you to monitor multi-channel conversions while respecting privacy-first policies. By integrating GA4 with your CRM and using first-party data, you gain a comprehensive view of user interactions across platforms without compromising user privacy. Fine-tuning your conversion tracking with GA4 helps ensure you capture valuable insights that inform campaign adjustments, enabling more precise targeting and maximising return on ad spend throughout the holiday season.
9. Keep an Eye on Competitors’ Sustainability Efforts
Sustainability remains a significant consumer concern in 2024, and many shoppers consider eco-friendly practices when making purchase decisions. As competitors introduce sustainable packaging, carbon offset options, or donate proceeds to eco-initiatives, it’s important to remain aware of these trends. If sustainability aligns with your brand’s values, consider incorporating messaging that highlights your own initiatives, whether it’s reduced packaging or eco-friendly holiday products. Authentic sustainability efforts can set your brand apart, building trust and loyalty with consumers who prioritise ethical shopping choices.
10. Capture Last-Minute Shoppers with Quick Delivery Options and Digital Gifts
Holiday shopping often includes a wave of last-minute buyers who look for convenient, fast solutions. Highlighting quick delivery options like same-day shipping or flexible pickup can make a difference in capturing these customers. Additionally, promoting digital gift options, such as e-gift cards or downloadable products, appeals to those who may be out of time. Including these options in your ad copy and banners, especially in the final weeks before the holidays, can help you reach last-minute shoppers effectively and capture final sales in the peak season rush.
With the 2024 holiday season poised to be as competitive as ever, preparing your media strategy early and remaining adaptable are key. By leveraging AI for personalisation, optimising for voice and visual search, focusing on mobile experiences, and tapping into trending formats like video, your brand can meet consumers where they are. Whether addressing early planners or last-minute shoppers, these ten strategies ensure you’re equipped to navigate the season’s complexities and drive meaningful results. Use these insights to position your brand for holiday success, building stronger connections and maximising your impact in the busiest season of the year.
