Five holiday customer segments for mobile marketing success this year

Posted by Hannah Jeon on Dec 6, 2017 1:39:42 PM

Topics: Tips & How to

The holidays are just around the corner, and while this time may be stressful for brand marketers and business owners who want to take full advantage of the bustling season and finish out the year strong -- it is also an exciting season, since it's one of the best times of the year for companies to bring in tons of new business.

Why (and How) You Should Use Custom Holiday Segments Data?



Some of the biggest shopping days of the year – Black Friday, Cyber Monday, Christmas, and New Year’s – all take place within this short, two-month period. And, in today's digital age, there are more people shopping for holiday purchases online than there are in the stores. In fact, Adobe predicts that online holiday sales this year could surpass $100 billion. This means that there are people out there ready to buy your products online, and many of those people use mobile.

In order to draw the right people to your business this year, try appealing to a precise targeted audience. That way, you can ensure you're spending mobile ad dollars on people who will want to buy from you -- and that you maximize the power of your holiday advertising.


Who are the holiday customer? Here are the most popular audience segments you can target during Christmas this year, so you can get precise with your ads and influence purchasing decisions:



 1. Christmas Family


Target this persona, who spends the holiday at home with their families.


They often prepare family meals (food and beverages) and entertainment, and they look for products to aid them in their process. These potential customers use their mobile device to look for retail and grocery discounts, to research baking and cooking ideas, to discover Christmas-related entertainment options or movies, and to get Christmas ornaments and decoration ideas. If this sounds like one of your potential customer personas, place ads that reach out to people who are focused on Christmas, and looking for wholesome, family-friendly goods.



2. Young Parents 




Parents looking for gifts or ideas for kids. This audience segment consists specifically of parents of small children, who use their devices to buy toys and games for their kids online. You can hone in on this specific segment if you want to target consumers looking for Christmas gifts, games, and toys — particularly those that appeal to infants, young children, or toddlers.


3. Last-minute Holiday Shoppers 



People buying gifts for significant others, family members and friends. This customer persona encompasses both females and males — and those interested in a wide range retail segments. To get more specific with your ads, target narrower but verified age and gender segments, like those looking for home a/v equipment, video games, cosmetics, women's clothing, style and fashion, and trendsetters.



4. Luxury Shoppers 



This year, you may want to target luxury shoppers who will go full-out when the discount holiday shopping craze is in full swing. These shoppers come from affluent households, and they are from high income segments (They are often interested in luxury brands). Appeal to those who engage in online luxury shopping, those who are drawn to wearable tech (Electronics and Gadgets), or those who buy things like luxury cosmetics, high-end men's and women's clothing, and more.



5. Christmas Travelers



Travelers looking for a Christmas getaway. Whether they're planning to visit home or want to get away to somewhere special, these shoppers are looking to travel during the coveted Christmas-to-New Year’s week.


This customer persona usually comes from an affluent household, and despite being in a mid-to high-income segment, looks for Christmas flight deals — which tend to go up high around Christmas and New Year’s Eve. This shopper looks for the best places to spend winter holiday vacation with their family, friends, or their significant other— either within their own country, or overseas. To target them, place ads that appeal to people who are interested in holiday travel or a winter vacation and who are affluent and earn mid-to-high income levels.



Elevate your holiday mobile targeting strategy with the five customer segments available on Pocketmath’s mobile DSP. Make your holidays bright.



Talk to your expert to create Christmas mobile ad campaigns.



More stories to read.. 

How mobile is redefining "Holiday Shopping"

7 winning mobile strategies to try this holiday season

Five best practices to maximize mobile video advertising


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