"What we do know: Marketers are putting a lot of effort into digital messaging-and for a longer period of time than before. A new report from AI-powered customer engagement platform Iterable found that nearly a third of their customers started going heavy on holiday marketing-or at least brand awareness in preparation for holiday marketing-in early October (well before the traditional November 1 full arrival of Christmas displays in retail stores)."
"Iterative customer campaigns through mobile messaging-using channels like SMS, WhatsApp and Push-surged nearly 60% for the beginning of the traditional shopping season. And embedded campaigns were up nearly three-fold this year, compared to last. These moves are smart ways to meet consumers where they are. Adobe Analytics predicts that mobile devices will be used for more than half of e-commerce sales this holiday, and found that 52.8% of Black Friday/Cyber Monday sales came from mobile."
Holiday shopping opened with record-breaking activity, but economic tightness and affordability concerns leave spending through December 25 uncertain. Marketers accelerated and extended digital and brand-awareness efforts, with many starting heavy holiday campaigns in early October. More than half of Americans began holiday shopping in October while most planned to spend less this season. Campaigns shifted deeper into individual consumer journeys and toward native mobile channels. Mobile messaging via SMS, WhatsApp, and push surged nearly 60% at the season's start, embedded campaigns rose nearly threefold, and mobile devices accounted for a majority of e-commerce and over half of Black Friday/Cyber Monday sales.
Read at Forbes
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