Holiday shopping is in full swing, and brands should remember that new media marketing can drive not only in-store traffic, but also online sales this season. ComScore‘s figures for Cyber Monday’s digital spending represent new heights for ecommerce. Consumers are clearly ready to spend online, totaling more than $1.25 billion in sales in a single day, and companies must be sure their online marketing campaigns support web conversions.
2011 Cyber Monday sales grew 22 percent over 2010, when consumers spent $1.02 billion online. The rise in Cyber Monday spending corresponds with overall online holiday sales growth to date; comScore reports that Americans spent $15 billion between November 1 and November 28 – a 15 percent increase over last year during the same time period.
The trend toward online shopping can’t be ignored: As Brafton reported earlier this week, Black Friday digital spend exceeded $800 million, marking a 26 percent increase over online sales generated during this traditionally in-store shopping day last year.
Although Cyber Monday and Black Friday are behind us, there is still plenty of time for businesses to catch their fair share of online spend this season. Early December Peak Week still lies ahead. Those hoping to attract shoppers to their sites might find inspiration in Barnes & Noble’s Cyber Monday approach and use a content marketing strategy to gain visibility in search and social spaces where consumers are researching potential gifts.
