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Kim Finnerty
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5. Don't take your eye off the (digital) basics. Despite the growth of mobile, the three most used marketing tools (your website, downloadable coupons and search engines) are familiar to most retailers. Consumers spend more time than usual planning their holiday shopping trips — and holiday shopping is often done by novices — so be sure your search engine optimization strategies are in place to highlight your site. You also want to ensure that your website promotes your most compelling offers for the holidays. Ryan's Impact Score shows that downloadable coupons are the most influential of these three, making them a potential key investment during this highly competitive season.
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