Embracing E-Commerce: 5 Strategies for a Successful Holiday Season

By Greg Wang

In an era when technology reigns supreme, it’s no surprise that the way we shop has undergone a significant transformation. A recent study revealed a staggering 58 percent of consumers now prefer online shopping over the traditional in-store experience. Riding this wave of change, advertisers are strategically capitalizing on the rising trend of “store-less” shopping, heralding a new era in retail.

As the holiday season approaches, the stage is set for a digital shopping extravaganza, beginning with Amazon.com's October Prime Day and rolling straight into Cyber 5, the period between Thanksgiving and Cyber Monday. So how big will this holiday shopping season be? MasterCard predicts that holiday spending will increase 3.7 percent, while Adobe anticipates holiday online sales will exceed $221 billion in 2023.

In anticipation of this surge, marketers are exploring innovative avenues to tap into this burgeoning market, most notably on mobile — which Forrester found “rules holiday shopping.” Here are five pivotal strategies to leverage this online shopping frenzy:

1. Unlock the potential of deal apps.

Under the current economic climate, deal discovery apps have witnessed an unprecedented surge in popularity. Users in the U.S. are spending more time on deal discovery apps in 2023. The average session length has increased from 9.39 minutes in 2022 to 11.05 minutes in 2023 (January-September) so far, according to Adjust’s data. Marketers can harness this momentum by teasing upcoming promotions and providing exclusive offers. By doing so, they not only attract loyal customers but also entice new ones, ensuring a steady flow of shoppers during this peak period of consumerism.

2. Harness the power of AI for personalization.

No longer merely a buzzword, artificial intelligence (AI) has emerged as a game-changer in the realm of marketing. Successful advertisers are employing AI in nuanced ways to understand customer preferences in app marketing. By utilizing AI, mobile marketers can meticulously craft campaigns, creating bespoke user segments, curating targeted content, and enhancing user experience through innovations like voice and visual search options. Furthermore, AI can automate workflows, liberating valuable time for marketers to focus on creativity, innovation and growth.

3. Embrace cross-channel diversification.

Mobile marketers must expand their horizons beyond traditional mobile advertisements. By diversifying their campaigns across channels such as connected TV, email, and PC and console, marketers can maximize engagement opportunities. This multichannel approach broadens audience segments, enabling businesses to capture a larger market share. In a world where consumer attention is scattered across various platforms, a holistic approach can significantly enhance brand awareness and consumer engagement.

4. Optimize app stores for seasonal appeal.

First impressions matter, even in the digital realm. Marketers can optimize their app store presence by making seasonal changes to app store screenshots, keywords and descriptions. This strategic move can boost app store rankings, ensuring greater visibility among potential customers. With the holiday season acting as a catalyst for increased app downloads, a visually appealing and seasonally relevant app store page can significantly impact user acquisition rates.

5. Combat ad fraud to maximize return on investment.

While the digital landscape offers immense opportunities, the increasing prevalence of fraud represents an ongoing threat. Advertising fraud is projected to cost marketers $84 billion in 2023, according to a report from Juniper Research. And the holiday season serves as a hotspot for fraudulent activities. To safeguard their investments, marketers are urged to leverage cutting-edge ad fraud detection solutions. These tools not only identify and eradicate common forms of mobile ad fraud, but also tackle sophisticated fraudulent schemes, ensuring that every advertising dollar is maximized for optimum ROI.

The digital shopping revolution shows no signs of slowing down. As consumers increasingly embrace the convenience of online shopping, marketers must adapt and evolve their strategies to stay ahead of the curve. By embracing the power of deal apps, harnessing AI for personalization, diversifying across channels, optimizing app stores for seasonal appeal, and combating fraud, businesses can navigate the complexities of the digital landscape and ensure a successful holiday season marked by increased revenue, brand loyalty, and customer satisfaction.

Greg Wang is head of sales, North America at Adjust, the mobile marketing analytics platform.