Findings based on insights from over 250 industry experts and shoppers deeply involved in festive marketing and beyond
A recent study by WebEngage titled “The State of Festive Marketing Report 2024” highlights a critical challenge faced by marketers in the post-festive period: customer retention. According to the report, 70 per cent of marketers struggle to retain customers once the festive season ends, as consumer engagement drops off and competition intensifies. The report provides data-driven insights and strategies to help brands sustain relationships with customers beyond the festive period.
The report, based on consultations with over 250 industry experts and consumers, sheds light on the evolving landscape of festive marketing. Notably, 98 per cent of brands leverage online channels, with 45 per cent adopting omnichannel strategies to provide a seamless experience for consumers across digital and physical spaces.
Ankur Gattani, Chief Growth Officer at WebEngage, commented, “The festive season offers brands a unique opportunity to acquire new customers and bring back inactive ones. But the key to maximising customer lifetime value lies in pre-festive planning, segmented messaging, and personalised post-festive follow-ups.” Gattani emphasised that by leveraging data-driven strategies and customer insights, brands can extend the success of festive campaigns into long-term customer engagement.
The key findings of the report highlight several important trends in festive marketing. Consumers are most attracted to campaigns that offer competitive pricing, new product launches, and enhanced user experiences, with brands focusing on these elements seeing the highest engagement during the festive season. The ecommerce, EdTech, and BFSI sectors are leading in utilising festive marketing efforts to effectively showcase their products and services in festive contexts.
Nearly 45 per cent of brands are adopting omnichannel strategies, integrating online and offline channels to deliver a cohesive customer experience. While most brands begin planning their festive campaigns 3-6 months in advance, 54 per cent launch their campaigns within 30 days of the festivities, with ecommerce and D2C brands accounting for 41.2 per cent of festive marketers. Additionally, the report suggests that shorter, more intense campaigns—lasting less than 7 days—are particularly effective for multi-product platforms, as they create a sense of urgency and drive quicker purchase decisions among consumers.
Post-Festive Challenges:
Despite the success of festive marketing, many brands face challenges in maintaining momentum afterward. Key issues include customer drop-off, increased competition, and the rising cost of sustained engagement. To combat this, the report recommends spacing out promotional campaigns throughout the year and avoiding back-to-back sales, which can lead to promotion fatigue.
The report’s insights are based on in-depth interviews and data analysis from various festive campaigns, providing brands with actionable strategies to enhance their marketing ROI beyond the festive boom.
