The holiday season is just around the corner, so Webbula invited me and 10 other digital marketing experts to share their tips for how to prepare for what will surely be an unusually risk-filled holiday season.
My advice focuses on three areas:
- How the shape of the holiday season is likely to be very different this year, with retailers shifting email campaign volume earlier in the season to lock in sales before late December when risks rise—which we discuss in much more detail in our webinar about Choosing the Best Days to Send Email Campaigns This Holiday Season
- The need for much more contingency planning than usual due to the likelihood of a second wave of coronavirus and the impact that would have on store capacities, staffing levels, and delivery delays—which we discuss in more detail in our third quarter Holiday Marketing Quarterly
- And how businesses need to do a better job at curbside pickup and, more broadly, omnichannel integration—which our consultants rated as a Competitive Differentiator this year
Check our my 12-minute video, plus advice from Jeanne Jennings, Dela Quist, Jenna Tiffany, and the others. A lot of great and varied perspectives to help you think broadly about getting ready for the holiday season this year.