Saturday, September 19, 2020

Even Marketers Dislike These 3 Holiday Marketing Tactics

Jay Baer
December 13, 2018

3 minute read

This is a preview of the ebook, “Delete Santa: Holiday Marketing Nightmares Revealed“, a comic book collaboration between Oracle Marketing Cloud and Jay Baer of Convince & Convert.

Consumers will spend 4.1% more this holiday season than last year, for a total of $720 billion, according to the National Retail Federation.

With so many holiday shopping options out there, so many ways to buy, and from so many different brands, the marketer’s job of enticing shoppers to buy from their brand becomes increasingly challenging.

In the spirit of the season, we decided to shed some light on these challenges and have a little bit of fun with them. Convince and Convert and Oracle Marketing Cloud collaborated to ask more than 400 marketers to critique their own profession’s holiday season performance, and the survey results revealed some very relatable – and very funny – critiques and observations, which are cleverly illustrated by SmarterCX cartoonist Brian Pope.

Here are 3 of the top marketing tactics that even marketing professionals admit get on their nerves during the holiday season. To see the complete list of holiday gripes and cartoons, read Delete Santa: Holiday Marketing Nightmares Revealed“.

365 days holiday comicMarketing tactic #1: It’s never too early to start…or is it?

Does the holiday marketing season have an official start date? Every year, it begins earlier than the last. It has gotten to the point where Christmas decorations are competing with back-to-school supplies for shelf space, and marketers are trying to sell the idea of eggnog at Labor Day weekend barbecues. This trend—starting the holiday marketing season sooner and sooner—is our top annoyance. More than 80% of marketers say this practice drives them crazy.

Holiday marketing emails comicMarketing tactic #2: More emails!

Another marketing tactic that even marketers agree can get annoying is the constant barrage of marketing emails during the holiday season.

Figuring out exactly how many marketing emails to send isn’t straightforward even for the shrewdest marketing professional. A perfectly fine email cadence for one company can decrease sales for another. Marketers know this to be true, which is why we test and improve our email approach again and again. Yet during the holiday season, all that wisdom stops, and only one rule matters: email all the time and as much as possible.

Marketing tactic #3: Sugarplums, fairies, AR, VR, AI, and more

Throughout the year, marketers discuss our audiences. We work to understand their needs and beliefs. We live by our customer. Our audiences drive our marketing decisions. We want to communicate to them and connect with them.

Yet during the holiday marketing season, this wisdom goes idle. We easily fall prey to the idea that if our marketing campaigns represent every holiday theme to every single person out there, we will somehow, magically, appeal to everyone.

The complaints don’t end there! To see the complete list of holiday gripes and cartoons, read Delete Santa: Holiday Marketing Nightmares Revealed“.

Jay Baer
Jay Baer
Jay Baer is founder of Convince & Convert, a boutique advisory firm that helps the world’s most interesting brands level up their CX and marketing. Jay is a New York Times best-selling author of five books, a 7th generation entrepreneur, and an inductee into the World of Mouth Marketing Hall of Fame. by Oracle is the destination for professionals who are building the next generation of customer experience. Here, you can find breaking news, in-depth analyses, expert insights, and useful tools that will empower you to think and work progressively.