The Importance of a Strategic Digital Marketing Plan This Easter

Estimated Reading Time 5 minutes

It feels like yesterday that I was writing about the turn of the year and in the blink of an eye a third of the year has passed and Easter is on the horizon. In truth, Easter should not be such a surprise since lots of retail outlets turned their attention to Easter shortly after Christmas.

Easter is a crucial retail period, particularly for food groups with a 4.7% increase in footfall predicted against 2016 (eagleeye).

Easter eggs, hot cross buns and roast ingredients/accessories are prime purchases, while searches for things to do rocket over the period, by as much as 250% for ‘things to do with kids’. Furthermore, Google research also shows that Easter is a key time for home improvements and travel.

Easter Consumer Behaviour

Like the Christmas period (and the rest of the year for that matter), people are time-poor meaning convenience is a high priority. As with most campaigns, personalisation is at the forefront and those who engage, reward and incentivise consumers in a timely and location targeted fashion will prosper. Recent technologies including push notifications, iBeacons, geo location and near field communications facilitate this if implemented strategically. Planet retail research found that 10% of UK consumers redeem offers sent to their mobile whilst in store.

This is supported by Google research which shows a surge in mobile interactions over the Easter weekend.

Easter Device Usage

Marketing Week research conducted in association with Quidco found that 26% of retailers promote customer data driven offers and rewards, with 59% considering the addition of personalisation (eagleeye). A digital approach to marketing allows retailers to develop consumer profiles which may include real-time basket information and in turn reduce basket abandonment rates.

Looking at some great marketing campaigns used in 2016, brands certainly have something to live up to in 2017. Carlsberg’s #IfCarlsbergDid involving pop up bars offering passers by ½ pint of chocolate in a mug got some good traction.

Carlsberg #IfCarlsbergDid

Unsurprisingly Cadbury were at the forefront of people’s minds, supported by a campaign where they placed the 3 large eggs in the Scottish Highlands as a play on the mythical Loch Ness Monster.

Cadbury Easter Marketing

Again, along with a TV campaign this created a lot of online attention and helped Cadbury continue to dominate with a market share of 1 in 3 eggs sold.
However, my favourite has to be Asda’s #GiantHen advert campaign promoting Asda’s 20 million Easter Eggs, which is worth a watch.

Reading this article and not a fan of chocolate or dairy/lactose intolerant…fear not. Hotel Chocolat offer a 70% dark chocolate red wine selector egg, while a company called ‘So Wrong It’s Nom’ released an egg made entirely from cheese! Looking to splash out? How about a 100kg Faberge-style egg (below), valued around £25k? There really is something for everyone!

Faberge-style Easter Egg

In summary, Easter, just like Christmas and the Black Friday periods offer provide great opportunities for marketers to capture consumer’s attention, preferably activated in a personalised, location/device targeted, incentivised way.

Need help maximising your return over the Easter period and beyond? Don’t hesitate to get in touch on +44 1483 338270 or info@digital-clarity.com.

Darren Parsons
Darren is a member of Digital Clarity’s account management team. He has a wide interest and vast experience in sport sponsorship and marketing having worked in the industry for 9 years. Darren keeps up to date with market trends and enjoys facilitating the strategies companies use to digitally enhance their profile and visibility via various platforms.
Looking forward to Masterpiece this week. Here we have #imiknoebel #ludorff #mas
Looking forward to Masterpiece this week. Here we have #imiknoebel #ludorff #masterpiece #masterpiecelondon #art #artist #artoninstagram #artists #contemporaryart #classice

Posted 1 day ago.

Looking forward to Masterpiece this week. Here we have #imiknoebel #ludorff #masterpiece #masterpiecelondon #art #artist #artoninstagram #artists #contemporaryart #classice

×
Great talk by Will Butler-Adams CEO of @bromptonbicycle at Smith & Williamso
Great talk by Will Butler-Adams CEO of @bromptonbicycle at Smith & Williamson #smithandwilliamson #entrepreneur #leader #entrepreneurmindset #digitalclarity #growingbusiness

Posted 5 days ago.

Great talk by Will Butler-Adams CEO of @bromptonbicycle at Smith & Williamson #smithandwilliamson #entrepreneur #leader #entrepreneurmindset #digitalclarity #growingbusiness

×
Mahatma Gandhi said, “I will not let anyone walk through my mind with dirty fe
Mahatma Gandhi said, “I will not let anyone walk through my mind with dirty feet”. We are therefore what we think. #wordsofwisdom #motivation #motivationalquotes #wisewords #positive #positivevibes #mindfulness

Posted 5 days ago.

Mahatma Gandhi said, “I will not let anyone walk through my mind with dirty feet”. We are therefore what we think. #wordsofwisdom #motivation #motivationalquotes #wisewords #positive #positivevibes #mindfulness

×
Going, going, gone! Sotheby’s has agreed to a takeover by the billionaire art
Going, going, gone! Sotheby’s has agreed to a takeover by the billionaire art collector Patrick Drahi, in a $3.7bn (£2.9bn) deal that restores the auction house to private ownership after three decades on the stock market. #sotheby #sothebysart #art #artcolector #thearts

Posted 6 days ago.

Going, going, gone! Sotheby’s has agreed to a takeover by the billionaire art collector Patrick Drahi, in a $3.7bn (£2.9bn) deal that restores the auction house to private ownership after three decades on the stock market. #sotheby #sothebysart #art #artcolector #thearts

×
With all this rain ☔️ so nice to be in the Ivy Club this afternoon #ivyclubl
With all this rain ☔️ so nice to be in the Ivy Club this afternoon #ivyclublondon #clubattheivy #coventgarden #theclubattheivy

Posted 1 week ago.

With all this rain ☔️ so nice to be in the Ivy Club this afternoon #ivyclublondon #clubattheivy #coventgarden #theclubattheivy

×
The quieter you become, the more you can hear #mondaymotivation #monday #mondayq
The quieter you become, the more you can hear #mondaymotivation #monday #mondayquotes #businessquotes #simonsinek #startwithwhy

Posted 4 weeks ago.

The quieter you become, the more you can hear #mondaymotivation #monday #mondayquotes #businessquotes #simonsinek #startwithwhy

×
Are you measuring what you’re doing? 
A great study’s by @bof on the power o
Are you measuring what you’re doing? 
A great study’s by @bof on the power of different types of influencers. 
Also reading some of the comments below and looking at our own analytics, no. of followers is no clear indication of engagement or conversation with the transactional element lower down the business ending the funnel being driven by micro and nano influencers. 
#analytics #salesfunnel #influencers #content #socialmediamarketing #digitalagency #google #facebook #instagram #pinterest #twitter

Posted 4 weeks ago.

Are you measuring what you’re doing? A great study’s by @bof on the power of different types of influencers. Also reading some of the comments below and looking at our own analytics, no. of followers is no clear indication of engagement or conversation with the transactional element lower down the business ending the funnel being driven by micro and nano influencers. #analytics #salesfunnel #influencers #content #socialmediamarketing #digitalagency #google #facebook #instagram #pinterest #twitter

×
Great session and a big thanks to Amanda Phillips of Smith & Williamson on s
Great session and a big thanks to Amanda Phillips of Smith & Williamson on scaling for growth #smithandwilliamson #stevensandbolton

Posted 1 month ago.

Great session and a big thanks to Amanda Phillips of Smith & Williamson on scaling for growth #smithandwilliamson #stevensandbolton

×