Holiday Advertising 2022

We’ve recently been looking into current consumer trends, such as Found Content: Recession Proofing Costs. In this article we talk about how consumers are now spending more on essentials and less on luxury in the wake of economic downturns. It is important that brands are not being insensitive with their messaging in regards to their audiences’ financial positions. This is especially true for luxury item brands. Yesterday, we posted the 2023 consumer trends from a GWI Report that shows consumers are beginning to exhibit even more particularity with their budgets going into the new year. Consumers’ top three reasons to decide to buy from a brand right now are quality at 53%, cost at 36% and trust at 32%. It’s certain that consumers are spending more frugally do to their economic hardships. That being said, in the wake of the pandemic, most consumers are still opting to spend on travel and in person experiences, despite economic situations. These luxury experiences will not be seeing any dip any time soon as everyone is ready to experience the world again. This is important to know for brands as they should focus on in person engagements for their audiences’ in order to connect with them. Another trend that is a consequence of the pandemic is that of online shopping. This trend doesn’t seem to be going anywhere either and it’s crucial that brands have an omnichannel UX for their consumers where they can get immediate attention (consumers are short on time) across any and all channels. Brands would do well to invest in their digital spend to improve their e-commerce and digital advertising. Keeping the pandemic and economy in mind, it shouldn’t need to be said that whatever brands do they need to make sure that they can shift gears easily. We now know that nothing is certain and that it’s important to be able to change your strategies quickly and without difficulty. Going with the flow is a trend of the future that everyone should get on board with. Happy Holidays and we hope this helps your brand understand consumer trends going into 2023.

Found Content in Holiday Marketing & Advertising

We recently read an interesting article from AdAge about the state of holiday marketing this year and according to them, “promotional tops emotional.” Honestly, it makes sense with the state of the economy being what it is right now. The financial uncertainty during these times makes for a more discretionary consumer. That being said, we firmly believe that you don’t have to remove one to use the other. Why not use promotional and emotional messaging? You can have your cake and eat it to.

This is where incorporating user generated content and/or real-life situational moments into your marketing strategy comes in. Think – a bunch of friends enjoying a Friendsgiving around a dining room table. Nothing says holidays like emotional connections. It’s that time of year we foster our relationships with family and friends. We get nostalgic. We find kindness in our hearts to help others in need. Found content in your campaigns is one of the best ways to achieve this emotional bond with your consumers and gain their trust. Mix that in with some good promotional discounts and you’ve got yourself a customer for life!

Another reason to adopt found content into your marketing and advertising campaigns this season is your brand budget. Brands are not immune to the economic downturns and find themselves in financial uncertainty as well. Using real moment content campaign costs significantly less than traditional advertising.

Now you see how promotional and emotional advertising working in unison to not only increase revenue, but close the gap between your brand and your customers. It’s time to create a marketing and advertising strategy that includes found content.