Brands tap into online platforms and apps for seasonal marketing tactics
Implications - Moving away from largescale holiday activations, brands are turning to apps and online platforms to create more approachable connections with their consumers. Utilizing chatbots, AR/VR and platforms like Snapchat to not only celebrate seasonal celebrations but market seasonal items as well, brands are taking the less is more approach to communicate with consumers through platforms they can identify with. These connected marketing strategies showcase how brands are adapting their efforts to be more in line with consumer lifestyle habits especially when it comes to day-to-day tech usage.
Workshop Question - How can you connect with your core consumer in a more approachable way? What social platforms could you utilize?
Trend Themes
1. Connected Marketing - Brands shift from large-scale holiday activations to apps and online platforms, utilizing chatbots, AR/VR, and social media for personalized and approachable marketing connections with consumers
2. Holiday Chatbots - Brands launch chatbots on Facebook Messenger to help consumers get ideas and inspiration for Christmas gift-giving, and to provide daily videos, GIFs, images, and tips for creating an enhanced holiday experience
3. Holiday Augmented Reality - Brands partner with mobile payment apps and use AR to bring festive characters to life, interact with customers through scanned codes placed on ads/packages, and surprise users with monetary sums and personalized holiday wishes
Industry Implications
1. Retail Industry - Retailers leverage technology to offer consumers personalized recommendations for holiday gifts and enhance their shopping experience through chatbots, social media, and AR/VR
2. Mobile Payment Industry - Mobile payment apps such as Alipay partner with brands to offer customers personalized and fun holiday experiences, and increase usage and adoption of these apps
3. Marketing Industry - The use of chatbots, AR/VR, and social media prove to be disruptive innovations in holiday advertising, providing a personalized and immersive experience for consumers, and allowing companies to stand out in a crowded holiday market
