And a sound holiday b2c email list strategy requires a smart plan on how to effectively leverage those audiences. If you read merkle's blog last holiday season, you'll know that we advocate the creation of remarketing lists for search ads (rlsa) specifically for holiday shoppers. Since these listings are not backfilled at all, advertisers must create listings ahead of the day they intend to attract users. In addition to creating lists for this year's b2c email list holiday season, consider what crm data you can leverage to re-engage customers who have purchased from you in the past b2c email list during the holiday season. These listings can be easily pushed to paid social and display channels for targeting or lookalike modeling, or used the same way on google via rlsa. Hope you planned ahead last year and have these checklists ready this year.
If not, certainly consider b2c email list building a holiday-focused list before thanksgiving, or collecting this first-party data in your crm system this year for use next year. In paid social and display media, implementing platform pixels and starting to build audiences before the holidays and considering extended audience duration is key. One advertiser found that 55% of cyber weekend sales had their first touch before thanksgiving, so it was important to ensure remarketing efforts during the holiday period reached users who might have clicked earlier. It's no b2c email list secret that shoppers often go online before heading to a brick-and-mortar store to buy, so advertisers with brick-and-mortar locations need to consider how digital can help drive in-store traffic.