Who Took the Storytelling Out of Holiday Season Marketing?

Cue “Do They Know It’s Christmas?” by BandAid. It’s the holiday season. I will bet you that by New Year’s Day you will hear this song more times than you will see an effective digital ad from the retail sector. Two reasons. First, people don’t get tired of the song. Second, retailing is too focused on direct response to be effective during the holiday season. Instead, if you want to be effective during the holiday clutter and you want to drive sales in a short period of time, I offer one piece of advice - don’t oversell direct response.

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