As the holiday season approaches, retailers plan for one of the biggest shopping days of the year – Black Friday. Brand Zealots stake their tents and line up to experience the rush of this chaotic day of shopping. It’s not just about the deals – it’s about the experience.

However, not all Zealots are created equal. For those not cut out for braving the mall with the masses, there’s another day. A day called Cyber Monday.

For a retailer, Cyber Monday is a godsend. Advertising your business’s promotions digitally is relatively inexpensive. And oftentimes free. By integrating a cohesive marketing plan through all digital outlets – including social media – your brand Zealots help spread the word for you. With a simple click of the “share” button, your message has fallen into the laps of hundreds, if not thousands, of your Zealots’ closest friends.

According to ComScore, online sales on Cyber Monday were up 22% from last year, coming in at a record $1.25 billion. When compared to 2010, some of the largest online retailers, such as eBay, did not see as drastic of an increase in sales. However, smaller online retailers have been booming. In fact, most smaller merchants have seen better year-over-year growth on Cyber Monday, compared to Black Friday.

Swoozie’s is one of these success stories. Going in to Cyber Monday, Swoozie’s implemented a cohesive digital campaign to promote all of their online sales specials. By promoting different Cyber Monday specials throughout the day – through social media – Swoozie’s was able to keep the buzz going and encourage their Zealots to not only interact with their brand, but also share the specials with their network of friends. By the end of the day, Swoozie’s had exceeded their online sales goal by 49%.

This proves that a strong digital campaign – with a heavy emphasis on social media – works.

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