$33.5 billion. According to the National Retail Federation, that’s how much consumers spend on Mother’s Day in the USA.
This screams opportunity and running campaigns designed to leverage ‘special days’ has been a marketing goldmine. It’s a tried and tested method that most brands and online/offline retailers use to boost sales. These important dates can be picked depending on what and how a brand sells. Recently Apple ran a successful ad campaign for all Star Wars fans on the 4th of May – popularly hailed as Star Wars Day.
The best way to do this is to join a conversation that is already taking place on the web. Mother’s Day is right around the corner and a highly effective way to up your marketing game would be to explore programmatic advertising.
Here’s why you should consider running a programmatic ad campaign for any upcoming special days.
- Precise Audience Targeting
With programmatic you can target specific audiences on websites and apps who are more likely to be interested in your business. For example, for Mother’s Day, you can choose to run ads with the right messaging on websites that mothers mostly visit. Based on interests, demographics, behaviors, and even parenting habits, you can reach audiences across different channels. By honing in on the right audience, you can ensure that their messages resonate with those most likely to engage and convert. - Real-Time Optimization
More than running campaigns a certain way, it’s important to gauge how the campaign performs and optimize it accordingly. Programmatic advertising allows for real-time optimization of campaigns based on performance metrics such as click-through rates, conversions, and engagement. This means that brands can continuously refine their messaging, creative elements, and targeting criteria throughout the campaign to maximize effectiveness. This takes away the downtime when the team has to sit down after a campaign and figure out what needs to be improved. With programmatic you can tweak ad copy, adjust bidding strategies, or optimize landing pages in real time ensuring that campaigns are always performing at their best and save time and budget at the same time. - Cost Efficiency:
Another benefit of programmatic advertising is its cost efficiency. With auction-based pricing models, brands only pay for ad placements that meet their specified criteria, such as reaching their target audience or achieving desired engagement metrics. Ads run programmatically ensure that marketing budgets are allocated more effectively, resulting in higher ROAS for special day campaigns. - Cross-Channel Integration
Programmatic advertising enables seamless integration across various digital channels, including display, video, social media, and mobile. This allows brands to create cohesive advertising campaigns that span multiple platforms, ensuring consistent messaging and maximizing reach across different touchpoints in the customer journey. By maintaining a presence where their audience is most active, brands can amplify their message and drive engagement. - Personalized Messaging
Personalization is key to creating meaningful connections with consumers, and programmatic advertising makes the process of delivering personalized ad experiences simpler without a lot of bumps. By leveraging data-driven insights and algorithms, brands can tailor ad creative, messaging, and offers to resonate with each user’s preferences and behaviors. This level of personalization not only enhances the effectiveness of ad campaigns but also strengthens brand loyalty and affinity. - Flexibility and Scalability
We’re not done hooting! Programmatic also allows brands to adapt quickly to changing market conditions and consumer trends. Whether it’s adjusting budgets, targeting criteria, or creative assets, brands have the agility to optimize campaigns on the fly. This ensures that your marketing efforts remain relevant and impactful throughout the campaign lifecycle.
Special marketing efforts on special days are not a trend. It’s a method that has stood the test of time, and simply put – just works! Apart from traditional advertising, programmatic might just set your brand apart from the crowd. Start your programmatic campaigns today. And even if there are hiccups – you can always tweak your campaigns on the go!
