Tips for 2025 Holiday Marketing

Introduction

Black Friday, Christmas, and the New Year - the most exciting holiday season of the year is just around the corner. As a marketing leader, you are likely preparing for this huge opportunity.

But ask yourself honestly: Are you truly prepared with a strategy that can win in this intense competition?

With customer acquisition costs rising, across-the-board discounts only lead to a war of attrition. The key to winning the 2025 holiday season is the "power of data utilization": deeply understanding each customer and using valuable first-party data to approach them at the right time. This leads to true personalization and takes the customer experience (CX) to a new level.

This paper presents concrete data utilization strategies based on the latest market data. We will also explain, with practical scenarios, how the customer data platform "Antsomi CDP 365" can be the essential engine to implement these strategies and lead your business to success.

Chapter 1: Three Key Insights from 2024 Data for Holiday Season Success

Trends from the 2024 ASEAN market offer important clues for your 2025 strategy. We need to pay close attention to three key insights that are changing the old rules.

Insight 1: From "Growth in Volume" to "Pursuit of Profit"

Success is no longer judged by sales volume alone. The focus has clearly shifted from "how much you sell" to "how much profit you keep."

The market has noticed this change. In 2024, investment in the Southeast Asian D2C sector saw a phenomenal 208% year-over-year increase. This is clear proof that the market values high-profit models based on data utilization, not outdated growth strategies. However, many companies struggle to execute such precise personalization because their data is scattered. The key to solving this is a platform that unifies customer data, like Antsomi CDP 365.

Insight 2: The Customer Experience is Now Omnichannel - Seamless Coordination Starting from Your Website

For D2C brands, the website (Brand.com) remains the core of the business. It's where you express your brand's identity and understand your customers. In 2024, the Gross Merchandise Value (GMV) from D2C e-commerce sites in ASEAN reached a massive US$16.8 Billion. Your website is the most important source for rich first-party data.

However, the customer journey no longer ends on the website. In the ASEAN market, messaging apps like LINE and Zalo are quickly becoming highly effective channels for completing purchases. Data shows that conversion rates within these apps can be up to 1.6 times higher than on traditional websites.

The formula for success in 2025 is an omnichannel strategy: "gather deep insights from your website, and then use that data to approach customers on the most effective channels, like messaging apps, to secure the conversion." To make this happen, Antsomi CDP 365 accurately unifies customer IDs, enabling consistent personalization across all channels.

Insight 3: Sales Are No Longer a Short Sprint, but a Long Customer Journey

The holiday shopping season, including Black Friday and Christmas, is no longer just a short sprint in November and December. Data shows that about 40% of consumers start their shopping in October.

This creates a bigger window of opportunity to build relationships and encourage purchases with timely recommendations. To do this, you need to catch early signals, like when a customer starts thinking, "Maybe I should start looking for Christmas gifts." If your data is siloed, you'll miss these valuable signs. Antsomi CDP 365 unifies this early behavioral data to automatically build a list of high-potential customers for the upcoming Black Friday sales.

Chapter 2: Why is a CDP Essential Now? - The "Invisible" Lost Opportunities Caused by Data Silos

The root problem for many companies is that customer data is scattered across websites, apps, messaging platforms, and physical stores. This "data fragmentation" creates significant lost opportunities you may not even see.

Case Study 1: A Cross-Channel Approach Starting with Website Behavior

Case Study 2: Maximizing Profit with Promotions

Chapter 3: Antsomi CDP 365 in Action - A Practical Guide to Your 2025 Holiday Campaign

It's not too late to maximize your holiday results with strategic data utilization. Here are three steps you should start right away.

Step 1 [Immediate Prep] Get Ready for Black Friday! Visualize Your Customer Data Now 📊

First, use the first-party data you already have to prepare for the intense sales period.

Action 1: Quickly Organize and Unify Existing Data

Consolidate scattered data-like website access logs, purchase history, and LINE contacts-into Antsomi CDP 365. This data unification immediately gives you a clear picture of who your customers are and what they're interested in, deepening your customer understanding.

Action 2: Identify Your "Hottest" Customers

From your unified data, create a "hot customer segment" of users most likely to buy now (e.g., frequent visitors, cart abandoners). This segment is your top priority for Black Friday.

Step 2 [During BFCM] Maximize Your Profits! A Targeted, Cross-Channel Plan 🎯

Use your prepared data to maximize sales and profits during the peak Black Friday, Cyber Monday (BFCM), and Christmas shopping days.

Action 1: Give Hot Customers Early Access

Send exclusive offers via LINE or email to the "hot customer segment". Use precise personalization to lock in conversions.

Action 2: Recover Abandoned Carts from Your Website

When a customer leaves your website with items in their cart, Antsomi CDP 365 will automatically send a reminder through their preferred channel. Prevent lost sales with omnichannel coordination.

Action 3: Protect Your Margins with Smart Promotions

Identify your best customers from past purchase data and offer them special recommendations or exclusive perks like a free gift instead of a discount. This avoids unnecessary price cuts and protects your profit margins.

Step 3 [After the Holidays] Build on Your Success: Increase CLV into the New Year 📈

The success of the holiday season isn't just about sales during that period. Continuing relationships with customers acquired during the holidays, into the New Year and even Lunar New Year (Tet), determines your future growth.

Action 1: Turn New Customers into Fans

For customers who made their first purchase during BFCM, send a thank-you message with a personalized coupon for the New Year. Encourage them to make a second and third purchase to build loyalty.

Action 2: Reduce Return Risk and Maintain Customer Relationships

Globally, product return rates rose by 28% in 2024. Antsomi CDP 365 can predict which customers are at a higher risk of making a return. You can proactively follow up after shipping with helpful tips. This prevents returns, protects Customer Lifetime Value (CLV), and ensures a positive customer experience.

Conclusion: In 2025, the Winners of the Holiday Season are Those Who Master Data

The 2025 holiday season is no longer a race to offer the biggest discounts. It has transformed into a "data battle," where victory is determined by the depth of your customer understanding, powered by a CDP.

We reviewed three key insights:

1. The market has shifted to the "pursuit of profit," where a 1-3% improvement in margins from precise promotions is vital.

2. It's essential to create a seamless omnichannel experience by using your website as a data hub and connecting it with high-efficiency channels.

3. The shopping season is a long-term journey starting in October, requiring you to nurture relationships through personalization.

Antsomi CDP 365 was created to solve this problem. It unifies data from every touchpoint to give you a crystal-clear view of each individual. It identifies which customers to approach and guides you on what to say and on which channel. It automates powerful actions like "profit-protecting promotions" and "cart abandonment recovery."

The holiday season, from Black Friday to Christmas and the New Year, is the perfect opportunity to build long-term customer relationships. Win this crucial battle with the most powerful weapon-data utilization-and build a foundation for sustainable growth.

Why not take the first step with Antsomi CDP 365?