The study asked more than 200 marketers to share their marketing plans for the holiday season. The overall results show a focus on cross-channel engagement, especially through online display, email and print advertisements.We dug deeper into the data to see if these results were consistent across industries.
Agencies tend to begin planning and launching their holiday campaigns earlier than marketers in other industries.Truly cross-channel. Retailers, more so than marketers in any other industry, plan to coordinate campaigns across multiple channels.
55% of retailers said they planned to use 4 or more channels to connect with their customers.Traditional media is not dead… All industries named ‘print’ as a preferred channel, except for financial services and retail.

Agencies still name ‘television’ as their second-most preferred channel.…But digital is king. The digital space, comprised of online display advertising, email, social media and search (among others), is part of every industry’s holiday marketing plan.
Creating mobile-optimized emails is slightly more popular than creating mobile-optimized websites. Surprisingly, focus on each of the two initiatives did not seem to be correlated. See the chart below for more industry-specific findings. To learn more insights and prepare for the upcoming season, register for Experian Marketing Services’ holiday webinar on October 24th.

Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

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