Social Media Targeting

Black Friday Meets Interest Targeting: Reaching Holiday Shoppers in Social

Posted by Vanessa Naylon on October 25th, 2012 at 10:21 am

While Adweek plays down the significance of Black Friday, retailers have already started counting the days until holiday shopping starts. The National Retail Federation predicts a 4% year-over-year increase in store sales this season plus strong 12% growth in online shopping.

Social is already a discovery tool used by a wide variety of consumer demographics. In a recent holiday marketing report, Marin Software said, “Shoppers who once turned to search engines for information are increasingly relying on social connections for the latest news, product information, special offers, and brand suggestions.” Social is a natural place for people to find gift ideas and learn about brands before they've decided to buy.

Moreover, with social occupying a bigger share of brands’ time and budgets, more and more marketers are looking for ways to use the interest graph to bring their holiday messages to the right people.

Using the Interest Graph to Reach Two Kinds of Holiday Shoppers

Interest graph targeting, which connects people to what they love, has a special role to play in holiday campaigns: not just for Black Friday, but for the entire holiday shopping season. Brands can use interest graph targeting to reach all kinds of categories of shoppers. We'll discuss how marketers can use interest graph targeting to reach two examples of holiday shoppers: trend conscious and value-driven. 

Trend Conscious and Early Adopter Shoppers

Another highly valuable consumer in social is the design-conscious, trend-sensitive shopper. Brand marketers may be familiar with persona names like “Savvy Socials” and “Tech Trendsetters” — those personas overlap the Trend Conscious social persona. Trend Conscious consumers follow brands and organizations that value aesthetics, like Design Within Reach, The Fancy, Ghostly, Svpply, Dribbble, bigcartel, and more. And while Trend Conscious consumers tend to be a more affluent consumer, they look for discounts too, by keeping up with deals on Fab and Gilt Groupe and shopping at Ikea and Uniqlo. Reaching the trend conscious consumer with interest targeting is as simple as aggregating the followers of the brands above (and similar) into an audience: e.g., followers of @Anthropologie and fans of Behance.

Value-Driven Shoppers

Often one and the same with family decision makers or moms, value-driven shoppers are a massive marketing demographic. While they’re price-conscious and seek bargains, the volume of their buying activity and their ability to turn over inventory makes them important to marketers. Discount customers are well-represented in social, and interest graph targeting makes them easy to reach. Simply aggregate the followers of discount retailer brands like Walmart, Target, BigLots, and Costco and add them to low-cost, family friendly brands like Kroger, Home Depot, JCPenney, Walgreens, and Ross Dress for Less.

Want to talk about how to use interest graph targeting to talk about an audience we haven't covered? Let us know in the comments.

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