Good morning, Marketer, and how well do your customers think you know them?
They expect you to know their interests from past purchases or abandoned carts, so that your messages are relevant. But they also expect you to not be too creepy or persistent. It’s a balancing act. Brands have to listen and follow the data.
Based on the recent e-commerce data from this month’s Prime Day, it appears a lot of consumers are responding to sales. This timeline for holiday ad activations from Pinterest suggests many of these customers could already be thinking about Q4 holidays.
As one researcher noted, the timing varies from brand to brand. So again, it’s important to listen to your customers. And in your holiday campaigns, show that you know what the holidays mean to them. If all goes well, you might be invited to “Friendmas” this year.
Chris Wood,
Editor
