Precis Newsletter

September 2024

Dear reader,

As the air gets cooler and the leaves start to change, we’re entering… the (dreaded?) peak season 🍂. 

This time of year brings both opportunities and challenges for marketers. So we’ve put together this edition to provide actionable strategies to help you navigate the coming weeks.

Inside, you’ll find our expert insights and recommended actions focused on:

• Adapting to market dynamics
• Preparing your strategy for the holiday season
• Testing and optimising your creatives

Plus, we’re excited to share that Alvie, our upcoming tech platform for marketers, is launching very, very soon! Alvie is designed to help you make smarter, data-driven decisions and provide real-time insights – especially during peak season! Read more at the bottom of this email 💙

And now, onto peak season prep!

📈 Adapt to market dynamics 

Like last season, we expect consumers to be quite cautious about their spending. This means that shoppers will be on the lookout for deals and they will most likely already know what they want to buy, so they’ll be waiting for the right moment to act.

What can you do to prepare? Here are some key steps to take now:

• Segment your audience using your first-party data. Identify key demographics and tailor personalised experiences for both new and returning customers. Set up automated email campaigns or targeted ads based on their preferences.
• Regularly review your promotions and advertising materials to avoid errors or inconsistencies that could disrupt customer trust.
• Run ongoing brand campaigns to stay top of mind – even as consumers seek deals, they still value recognition and familiarity.
• Diversify your channels instead of relying on a single platform, but ensure that the customer journey remains cohesive within each channel’s funnel to avoid disrupting the shopping experience.
• Try Alvie’s Bidding signals. This tool uses real-time data to promote your most profitable products during peak season. It tracks consumer behaviour shifts and enables timely adjustments to optimise media investments and drive revenue growth. Here’s a real-life example!

🗺️ Build a winning strategy

After planning and laying the groundwork in September, you can now focus on your execution: 

• October: Run dynamic product ads to give personalised recommendations. Set these up today to increase relevance and conversions.
• November: Launch pre-Black Week deals and promote fast shipping, easy returns, and secure payments to attract shoppers.
• December: Engage last-minute shoppers with retargeting ads and reminders across multiple platforms.

Next steps:

• Audit your product feeds to ensure accuracy and relevance for dynamic ads.
• Streamline your checkout process (make sure it’s fast, mobile-friendly, and easy to complete).
• Allocate your budget effectively by focusing on top-of-funnel campaigns that lead to conversions. See this in action here.

Check out our peak season guide for paid social and checklist for paid search.

🧪 Test and diversify your creatives

Creative testing is crucial for optimising ad performance during peak season. Here’s how to get your creatives ready for the holiday season:

• Start testing now key elements like messaging, pricing visuals, CTAs, and formats to see what resonates most with your audience.
• Refresh your creatives regularly. Introduce new ads throughout the peak season to maintain relevance and engagement with your audience.
• Retarget wisely with data-driven retargeting strategies to recapture customers who have abandoned carts or shown previous interest in your products.
• If you can, use past campaign learnings and A/B tests to optimise creative and messaging, starting early with teaser campaigns.

Read more about creative testing during peak season here and reach out to your local creative hero. 

🤖 Maximise your marketing impact

The performance marketing platform that turns your data into actionable insights.

We’re excited to launch Alvie, our new marketing evaluation platform, next month. Alvie helps you focus on the marketing channels and campaigns that deliver results by accurately measuring your investments and providing actionable recommendations based on your business goals.

• Get clarity with easy-to-read reports
• Accurate tracking across touchpoints
• Optimise campaigns towards business goals
• Maximise ROI with smarter budget allocation

If you want clear and actionable data insights, advanced attribution modelling, precise bidding strategies, and a results-driven vision for your marketing efforts (who doesn’t?), then join the waitlist here. 

#SlackRoundUp

📺 YouTube is officially launching Pause ads.
🎄 Meta’s new Reels tips for your holiday campaigns.
💃 Unpack this autumn's biggest TikTok trends.
🦛 Meet Moo Deng, the internet’s latest icon.
🧪 Google Search tests “Recent posts” in a carousel format.

Can't wait until next time? Us neither.

Get in touch with us for more Precis marketing insights 🔮