Content marketing to drive conversion this Christmas

TradingPub Admin | November 15, 2012

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Content marketing will play a key role in retailers' strategies this holiday season, as new research by Experian shows email marketing and social media will be widely used to help drive sales.

Live Twitter and Facebook feeds will be deployed by retailers to engage shoppers in-store, while a significant proportion of marketers will use Pinterest to drive interest in their brands and traffic to their websites.

Experian's head of global research Bill Tancer said these tactics will give marketers new opportunities to engage with consumers during a peak period for shopping.

"To maximise their interaction with eager holiday shoppers, marketers will need to focus on providing a personalised and dynamic customer experience to remain relevant," he added.

Using Pinterest to attract holiday shoppers

Pinterest is likely to see a surge in interest from marketers and brands after announcing the launch of business pages this week.

Existing users can convert their regular accounts to specific brand pages and learn from best practice tips provided by Pinterest as well as a selection of case studies from brands that have been successful on the network.

One of these companies, whose business may not be the obvious Pinterest-friendly topic, offers pet insurance. However, Petplan uses Pinterest to establish its thought leadership in its industry and it attracts new audiences through compelling, relevant content.

Petplan CEO Natasha Ashton explained the brand's approach is to present pet health information in a way that is easy to digest as well as visually appealing. "This helps us engage with the pet-loving community on Pinterest and achieve some of our broader strategic goals for driving explosive growth," she added.

More on Pinterest and Christmas content marketing
5 reasons you need to be on Pinterest 
Christmas shoppers want content 
Mobile shopping to grow significantly over festive season