Andrew Waber says, “E-commerce-focused advertisers can be segmented into two categories based on their strategic goal — whether they’re focused on maximizing returns during specific periods (e.g., a chocolatier during Valentine’s Day, Easter or Mother’s Day) or looking to drive purchases at a more consistent rate throughout the year (e.g., an online furniture retailer).

Of course, even when operating in one of these larger strategic buckets, all e-commerce advertisers practice some version of a hybrid model. Very event-focused advertisers still will spend modest amounts to attract customers during the “down times,” while advertisers spending more consistently will still likely boost their activity at some point during the holiday shopping season.

But what truly separates these two types of advertisers are the tactical considerations that go into executing each respective strategy”.

Event-oriented vs. always-on: The campaign tactics that work

Marketing Land

Sharing is caring