Are You Retail-Ready for Q4?
As we approach the busiest shopping period of the year, it’s crucial that your digital advertising strategy is ready for the festive season. For e-commerce and direct-to-consumer (D2C) businesses, Q4 offers huge potential - but with increased competition and changing consumer behaviour, it’s important to think beyond just Google and Meta.
Microsoft Advertising, often overlooked, is a powerful way to reach high-intent shoppers and boost your sales throughout the holidays. Here’s why now is the perfect time to start building your Microsoft Advertising strategy for success this season.
Successful holiday campaigns depend on solid planning. By launching your Microsoft Advertising campaigns in October, you allow time to gather data, test different approaches, and fine-tune your strategy ahead of the busy November and December period. Microsoft’s data shows that October efforts can drive nearly half of all conversions in the final two months across various sectors.
Starting early isn’t just about getting ahead; it’s about making smarter decisions. With less competition in October, you can refine your campaigns before the high-traffic days like Black Friday and Cyber Monday. This means more effective use of your budget and a better chance of capturing sales when consumer activity is at its peak.
Although holiday ecommerce is set to grow, consumer habits are shifting. With the rising cost of living, many shoppers are becoming more cautious, spending less frequently and focusing on getting the best value. Deals and offers are key, and search engines are where most consumers begin their research - so it’s essential your brand is visible.
Microsoft Advertising gives you the opportunity to reach these price-conscious shoppers early, allowing them to find your offers before your competitors. During major shopping events like Black Friday, 20% of consumers look specifically for brands they already know, while 50% are open to discovering new ones. This is a great chance to build brand awareness, especially with those who aren’t familiar with your business yet.
To get the best results, it’s important to use a mix of search, audience, and multimedia ads. Search ads are typically the first and last point of contact in the customer journey, but audience ads play a key role in the middle, accounting for 26% of impressions. By combining these ad formats, you can keep your brand visible throughout the buying process, ensuring you remain top of mind when consumers are ready to make their final purchase.
The UK retail landscape is evolving, and with it, consumer behaviour. Cross-border shopping is becoming more common, while recommerce - the resale of used goods - is introducing new competition. At the same time, there’s a growing emphasis on sustainability and ethical shopping, meaning businesses need to stay adaptable to keep up.
Fortunately, Microsoft’s tools, combined with your team’s expertise, can help you navigate these changes. By using AI and automation, such as Performance Max (PMax), you can fine-tune your messaging, target the right audiences, and deliver personalised offers that resonate with today’s more conscious shoppers.
With the festive season fast approaching, there’s still time to create a successful holiday strategy. Start early, optimise consistently, and ensure your brand stays visible. By leveraging the strengths of Microsoft Advertising and using a mix of formats and ad strategies, you’ll be well-placed to increase sales, strengthen customer relationships, and confidently navigate the changing retail landscape.