Valentine’s Day, a special day to express your love and fondness for your partner is just around the corner. It is unquestionably one of the biggest gifting occasions in the early part of the year. However, this is also the time when brands enthusiastically explore opportunities to acquire new customers, induce trials, boost revenue with an aim to build a loyal user base.
Brands leveraging the day of love
Various industry reports point out the fact that more than half of smartphone owners use their devices to buy gifts, and more than a third use them to research products and prices, as well as to redeem coupons. Today’s marketers must consider how to efficiently reach their customers during key buying seasons such as Valentine’s Day in ways that will result in long-term growth, increased sales, and forge bonds that will keep their mobile customers coming back.
Leveraging Performance Marketing for Valentine’s Day
Brands in today’s time have been very intelligently utilizing their budgets in order to derive the best ROI. Targeting people who are actively searching for gifts, people who are soon going to be married, and other various consumption & behavior patterns are all considered while setting up paid campaigns. Brands come up with campaigns that not only target couples but also those who indulge themselves in sentimental shopping. Many consumers use this occasion to buy presents for their friends, pets, and family members whom they love and want to make them feel special by showering them with gifts. According to the National Retail Federation’s reports, it is anticipated that customers at the global level will spend $1.7 billion on
Valentine’s Day gifts for their pets this year.
Offers & Discounts are the best way to attract customers this Valentine’s Day
Defining the types of discounts, giveaways, and promotional deals that will drive installs, engagements, and ROI should be the first step in developing your Valentine’s Day strategy. Marketers calculate which deals will benefit them to achieve their long-term goals the most. The ones who want to drive installs, for example, can offer customers giveaways and discounts that are only available in-app. Users who are already using your services on mobile web and desktop will eventually be converted into customers. 2-for-1 deals and other promotional deals that are specially designed for couples are well-suited strategies for sales on this day!
Leveraging Feb 14th to boost certain categories
Many brands create offerings and categories that are especially curated for the period before and after Valentine’s day. Case in Point: Most personal care brands not just push hampers for women but also push categories that cater to men which performs way better in terms of trials, revenue compared to its performance on business as usual days.
Using the right influencer marketing strategy helps boost sales
Influencer marketing can help brands drive growth, raise brand awareness, and strengthen brand loyalty. However, driving revenue is the main goal around Valentine’s day. If you have an app with a premium service, you can give influencers access to your full user experience with a barter agreement that they share their experience across their social media channels. This strategy can be leveraged to raise awareness of your Valentine’s Day giveaways, competitions, and similar promotional deals. Getting a couple influencers on board is something that most brands are capitalizing on.
Summing up!
In today’s competitive environment, brands want to leave no stone unturned when it comes to getting an opportunity to boost revenue and acquiring new customers. Brand campaigns worth crores of rupees are executed around Valentine’s day which speaks volumes of the influence that this day holds in driving revenue. Past years have been proven to be monumental for many brands operating in the digital space and 2022 will not be any different.
Article is authored by Amitek Sinha, COO, ET Medialabs.
