Printwear

December '16

For the Business of Apparel Decorating

Issue link: http://read.uberflip.com/i/753675

Contents of this Issue

Navigation

Page 44 of 134

40 || P R I N T W E A R D E C E M B E R 2 0 1 6 Kelly "Rags" Ragland is the owner and operator of Rags to Stitches Productions, a holistic advertising specialty company that provides a range of services, from Web design and development to customized ap- parel. Read his blog at http://a-stitch.blogspot.com/. INTERNET STRATEGIES B Y K E L LY " R A G S " R A G L A N D H appy holidays are here again, and the marketing ma- chines need to be in high gear. What does the holiday season have in store for us in 2016, and what can we learn from 2015? Grab a cup of holiday cheer, and let's dive into what is happening online. BY THE NUMBERS A recent study from the tech company Fluent indicates that about 40 percent of U.S. consumers plan to make at least one purchase this holiday season on a mobile device. Of those surveyed, ages 18 to 44 are a key demographic in terms of mobile purchases. However, demographics of all ages will be doing research and comparing prod- ucts online before making their purchasing decisions, and roughly half of them will be using a mobile device to perform those tasks. In 2015, mobile made its presence known, accounting for an es- timated 18 percent of e-commerce sales. Per comScore Inc., one in five online holiday purchases added up to $12.65 billion from those handheld gizmos. Looking into those figures, it once again sends a clear message to online businesses that mobile-friendliness is now a way of life and not just a feature. Add to that Google's recent changes to their search algorithms, where users engaged in a search from a mobile device are now given results from mobile-friendly pages first, leav- ing incompatible sites towards the back of the line. Your local online strategies also come into play regarding mobile reach. If a mobile device is giving the search en- gine a location, or the user is logged into their account, local businesses get a boost in the search results. Be sure your company information is up to date, and you're on the map. Facebook has also added features for businesses that can be lever- aged to reach the mobile audience. The social media site released new call-to-action buttons that are customized to specific businesses. These buttons include those providing users a method of requesting an appointment or getting a quote. Mobile users can also be reached on Instagram. With 400 million active users and more than 60 percent logging in daily, it is the sec- ond most engaged network after Facebook. While Instagram used to limit itself to a mobile-only app, they've released a method for uploading camera images via desktop, found at http://gramblr.com. This provides online marketers an open door for reaching those us- ers along with their other social media marketing efforts without being restricted to a handheld device. On the topic of social media, let us not skip the hashtag strategies. Hashtags have become common in virtually every social media plat- form. Here are those that have received the bulk of the traffic with online consumers during the holidays: #BlackFriday #BlackFri #CyberMon #CyberMonday #HolidaySavings #Present #Presents #Shopping #ShopSmall #StockingStuffer #StockingStuffers All of these insights have one thing in common, and that is the ability to leverage images. Your products and services sell them- selves with a great image, and im- ages grab people's attention. Use images everywhere, all the time, and every time in order to get qual- ity results. In between promotional content, stay engaged with online con- sumers through seasonal content. Adobe Spark (https://spark. adobe.com) offers a library of content that can be put together using images, video, and web stories that can keep your audience interested in your social media accounts. Splash in a bit of personal with a bit of promotional for a good holiday marketing recipe. Best of luck this holiday season! And Happy Holidays from Texas! Mobile Holiday Hustle Make the most of mobile holiday marketing

Articles in this issue

Links on this page

view archives of Printwear - December '16