Digital Marketing Demystified | How Festive Marketing empties your pockets

Updated: Jul 26

Ever wondered where all your money vanished to during the festive seasons? It’s no Bermuda triangle mystery - in fact, you were more than happy to indulge in these guilty pleasures because of the tactics marketers used to tug with your heartstrings. Read on to find out how it’s done so that you’ll become 1) an opportunistic marketer and 2) a savvy shopper.

As 2020 came to a close, life is returning to the malls and streets with the all-too-familiar decorations, jingles and festival merchandise.

We are slowly getting back to some semblance of normalcy in our island city-state (while still masked up and staying socially distant, of course).

Festivities such as Valentine’s Day and Lunar New Year give us opportunities to commemorate long-standing practices and traditions. More importantly, to spend time and recharge with our loved ones.

For avid shoppers, they are also the best times to snag exclusive festive deals.

Some companies can even create a new occasion altogether just to propagate their sales agenda. We've all but too familiar with birthday sales from Zalora to Pomelo, and even Lazada and Shopee.

From 1.1 Sales to 2.2 Sales, all the way to 12.12 sales, we wonder if there's ever an end to this.

Over the years, consumers are becoming more tech-savvy. We learn about festive limited edition through a phenomenon known as ‘festive digital marketing’. Companies cleverly peg their product or service to a certain festival and pump in crazy advertisement spending. This ensures that the deals that we’ve been thinking about will persistently surface during our daily scroll on our social media platforms.

Yet, festive digital marketing is not just about employing aggressive tactics that bombard a consumer across all fronts. Therein lies a deeper level of sophistication that taps into the psyche of consumers. This could look like the delicate crafting of messages that speaks to them on an emotional level during the festive hoo-ha.

In this article, we will break down the magic behind why festive digital marketing works through the lens of tactics employed by marketers during Lunar New Year in Singapore.