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- 3️⃣Holiday shopping trends brands should expect
3️⃣Holiday shopping trends brands should expect
PLUS: Top holiday ad hits
Zihan Lyu
December 06, 2024 • Estimated Reading Time: 8 minutes
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Hi there!
Highlights from today's newsletter:
◾ Q&A with Atera’s new CMO
◾ 3 holiday shopping trends brands should expect
◾ Top holiday ad hits
EDITOR’S PICK
#Q&A
Nir Elharar, CMO at Atera, shares how the company is scaling marketing operations while keeping creativity and authenticity at the core. Atera’s integration of product marketing into its broader strategy has accelerated go-to-market efforts, including the launch of its AI copilot. Elharar’s “95-5 rule” helps balance content and product marketing, targeting both ready-to-buy customers and long-term brand engagement.
With campaigns like "IT Day" and Olympics-themed T-shirts, Atera combines creativity and real-time responsiveness, showing how AI and human input can work together for impactful marketing.
*Want to share your insights with fellow marketers? Reach out if you'd like to be featured in an interview! I'll review submissions and follow up with the right fit. Let’s hear more from your peers—you could be next!
WHAT WE ARE READING
 | Google Shopping’s holiday campaign, “Can You Gift It?”, hosted by Jimmy Kimmel, transforms the season’s gifting frenzy into an entertaining game show. With celebrity duos like Dwayne Wade and Gabrielle Union, the show taps into the competitive spirit of gifting, a sentiment shared by 60% of shoppers.  By blending Holiday 100 search data with authentic interactions, Google humanizes its tech offerings while showcasing AI-powered shopping tools. This playful approach demonstrates the power of data-driven insights to create relatable and engaging consumer experiences. |
 | Strong martech strategies start with smart team organization. The piece points out that marketers must actively shape team structures to ensure they’re ready to grow with both technology and business needs. In smaller organizations, this could mean one-person teams wearing many hats, while larger companies may require entire departments aligned around shared goals. Collaboration is key. When marketers lead conversations on staffing, adaptability, and customer data, they build a martech foundation that supports long-term growth and delivers on customer expectations. |
 | Holiday shopping in 2024 is being driven by three key trends: ↳ the growing influence of social media Platforms like TikTok and Instagram have become go-to channels for product discovery, with a 39% jump in purchases made directly through social apps over the past year. For brands, the focus should be on creating mobile-friendly experiences and fostering genuine connections. Collaborating with relatable influencers and prioritizing authentic, responsible messaging will resonate with younger consumers leading the charge. |
FOOD FOR THOUGHT - HOLIDAY ADS
As the holiday season unfolds, leading brands are captivating audiences with innovative advertisements that blend technology, emotion, and nostalgia. These campaigns offer valuable insights for marketers aiming to connect with consumers during this festive period.
WHAT WE ARE LISTENING TO
🎙 THE DRUM NETWORK
This episode explores how creativity is making business marketing more effective to drive engagement and deliver results.
◾ Break the mold: B2B brands are using unconventional approaches to stand out. It’s a reminder to question whether your campaigns are too predictable.
◾ Results through storytelling: Stories aren’t just for consumers. B2B marketers are using them to connect and deliver measurable outcomes.
◾ Rethink partnerships: Collaborations are becoming more unexpected—and more effective. Could new alliances give your strategy an edge?
Editorial
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