MAM
GUEST COLUMN: Digital marketing strategies to prepare for the festive season
Mumbai: If a year is like a film, then the festive season is the climax scene of the year! Consumers are all set to fill their online shopping carts with amazing offers this festive season. According to the consumer synopsis, the year 2021 will record a large number of traction from the non-metro sectors. So, the good news is that consumers will have a plethora of brands to explore, and e-commerce businesses will have lucrative sale opportunities this festive season.
Over 60 per cent of the global population is on the internet, and it is fundamental for online brands to plan and leverage the festive season campaigns for extra market gains. Regardless of the pandemic situation, influential digital marketing strategies have been proven efficacious in attracting the target audience. So, online brands can definitely leverage brand marketing and advertising tactics to stand out in the digitally revolutionised world and acquire more users.
Festive seasons allow marketers to run well-tailored strategies and campaigns which focus on increasing the brand value and maintaining a high ROI.
What Makes Festive Season Campaigns Exclusive?
Festive Season is a peak business time for brands because at this time of the year customers indulge in dramatic shopping sprees and spend lavishly. Amid all the jovial festive atmosphere, brands reflect similar emotions to their customers through discounts and bonanza offers in order to acquire users and boost sales. Holding to these specifics, marketing professionals frame best-performing digital strategies that compel consumer purchase action.
Guiding Analysis:
Before strategising a new marketing plan, it is essential to analyse previous performance. The analysis sheds light on:
● Sales traffic information.
● Top and underperforming products and services.
● Ad performance.
● Customer interest.
● Landing page performance.
● Web pages that lead to maximum conversions.
● Channel that drives high user traffic/ engagement.
Best Performance Marketing Strategies for Festive Season 2021:
Customised Festive Emails (Email Marketing)
Email marketing is a promising and cost-effective marketing tool, especially during the festive season. Businesses can draft an occasion-themed email including personalised greetings, gift hampers, and vouchers to engage with the customers. Research shows festive emails are more likely to be opened and followed by a majority of customers.
Discount Offerings
While advertising products, businesses should add discount offers with creative ad copies and graphics to target users. Brands can promote festive vouchers and attractive CTAs, such as ‘limited period offer’ to attract buyers.
Festive Ad Campaigns (Google and Facebook)
It is crucial to promote ad campaigns via relevant and high-performing channels. The reason is that it increases the scope of brand visibility, lead generation, and user acquisition. So, boost ads to scale the reach and promote your communication digitally.
Seasonal SEO Implementation
Correct research of the festival-related keywords will guide the content to the top of the SERPs. Using high-ranking keywords eases SEO practices and drives more visitors to rise sales.
Festive-themed Video Marketing
Undoubtedly, video marketing has the best performance metrics over all other marketing categories. It is proven that well-planned video advertisement gathers three times more views compared to other forms of content. Plus, visual representation helps people connect better with the brand and its offerings.
Engaging Push Notifications
Push notification is a new and terrific performance marketing tactic. It is considered one of the best methods to keep users in the loop. As per the data, people interact five times better with push notifications than emails. Now, sharing updates, offers and announcements are easy with push notifications.
Deep Linking
Deep linking is by far the best redirecting method, in which app brands can direct their ads to the product landing page when clicked. This increases product page traffic and lets the customer engage with the targeted product efficiently within the app.
Festive Content Marketing
An image or video with relatable content stirs up the customers’ emotions to connect better. Relatable content urges viewers to share it among their social circle, increasing the brand’s visibility. And, content marketing holds that power where you can attract the audience with words.
Remarketing Ads
Remarketing ads are used in the middle and bottom-funnel to boost user conversion. These ads are product and service-centric and target users who are aware of the brand.
(Siddhartha Vanvani is the founder & CEO of Digidarts. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)
Brands
Apple CEO Tim Cook to step down after 15 years, John Ternus to take over
Leadership shake-up sees long-time hardware chief step up from September
CUPERTINO: Apple has confirmed that chief executive officer Tim Cook will step down from his role and transition to executive chairman, with senior vice president of hardware engineering John Ternus set to take over as CEO from September 1, 2026.
The transition, approved unanimously by the board, marks a carefully planned leadership shift at one of the world’s most valuable companies. Cook will remain CEO through the summer, working closely with Ternus to ensure a smooth handover before moving into his new role, where he will continue to support Apple and engage with policymakers globally.
In a memo to employees, Apple CEO Tim Cook reflected on his 15-year tenure, recalling the moment Steve Jobs asked him to step into the role. “It was an emotional and challenging moment for all of us at Apple,” he wrote, adding that the company’s core values, from simplicity and innovation to a commitment to improving lives, remain unchanged.
Explaining his decision, Cook said the company’s strong roadmap and future outlook made this the right time for a transition. “I have never been more optimistic about Apple’s future,” he noted, while announcing Ternus as his successor. He described Ternus as “a visionary in his own right” with “remarkable integrity” and the right leader to guide Apple into its next phase.
Cook said, “John Ternus has the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and with honour.”
Ternus, in his own note to employees, struck a steady, execution-focused tone. Ternus said, “It has been such a privilege to lead the hardware engineering team… I still plan to be very hands-on,” signalling continuity rather than a strategic reset.
As part of the leadership reshuffle, Ternus will step away from leading hardware engineering, with Tom Marieb taking over the role. Marieb will report to Johny Srouji, who assumes an expanded position as chief hardware officer, aligning hardware development more closely with Apple’s silicon and technology teams.
Cook also used his memo to thank employees, calling them “the most remarkable people in the world” and crediting them for building Apple into what it is today. A town hall has been scheduled at the Steve Jobs Theater to discuss the transition further.
The leadership change also sees Arthur Levinson move to the role of lead independent director, while Ternus joins Apple’s board.
Cook’s tenure has been defined by massive growth and expansion, with Apple’s market value rising from around $350 billion in 2011 to $4 trillion, alongside the launch of new product categories and a booming services business. Ternus, a 25-year Apple veteran, has played a central role in shaping the company’s hardware roadmap, from iPhone and Mac to newer innovations in materials and sustainability.
The transition signals a generational shift, but not a dramatic change in direction. If anything, both memos point to continuity, discipline and a belief that Apple’s next chapter will be built on the same values that shaped its last.
