Who Is Your Holiday Message Reaching?
The true meaning of the holidays varies. While some people focus on buying and receiving the perfect gift, others embrace the delicious food and passed down traditions. Simply put, there is no standard holiday experience because every person has a different family, travel schedule, work obligations, holiday parties…and the list goes on.
Yet traditional holiday advertising still relies on broadly-appealing storylines, maximum reach and high frequency to capture attention. But this approach doesn’t account for the individual and can result in consumer fatigue–especially during the holidays. At best, audiences may tune out your message. At worst, they may feel frustrated or misunderstood by your brand.
Alas, it doesn’t have to be this way!
Digital media and data-driven strategies have given us endless number of ways to speak to a specific audience. When you target, rather than broadcast, you can do more than deliver a message–you can create a personal and impactful dialogue with your consumer. From there, the door is open to build brand affinity and loyalty that lasts far beyond a singular holiday promotion.
Real Connection Starts and Ends With Personalization
Personalization is a hot topic in the industry right now, and something that many marketers already strive for. Still, doing it well can be a challenge.
It’s important to remember that personalization starts with data. By collecting and interpreting as much data as possible on your target audience, you can create meaningful buyer personas that inform a smarter advertising strategy.
Many marketers have limited access to actionable data, which is why it’s critical to partner with data-rich publishers. Pandora, for instance, captures over one billion data points a day on listener behavior to help connect brands with their target consumers more efficiently.
Earlier this year, we surveyed Pandora listeners on various holiday behaviors. What we learned is that during the holiday season, reaching all decision makers with the right message, at the right time, is key. Here’s what we discovered about how moms, dads, Millennials and Young Adults approach the holidays:
How Can You Personalize Your Holiday Marketing Plan?
We recently published Pandora’s 2016 Guide to Holiday Planning to provide marketers with a clear set of actions to bring personalization into their holiday campaigns. Of course, there’s other goodies in there too!
Check it out by downloading the full ebook here.