According to this Mashable article, JET has been marketing in a different manner during the 2016 holiday shopping season. JET has switched their marketing campaign from TV commercials to digital media. This big change took place almost immediately after being purchased by Wal-Mart in August 2016.
To give a perspective on JET’s increase in online advertising, it has increased its online advertising spending 25 times what it was in 2015. From a strategic point of view, JET’s increase in online spending was also larger than other large e-commerce retailers it is competing against.
In contrast, Amazon increased its TV advertising up to 76% more than it spent in the 2015 holiday season. In turn, Amazon has noted the success in increased sales during the 2016 holidays. This is very different from years past, as Amazon has been consistently successful during the shopping season, despite much less spending on TV advertising.
Amazon’s TV commercials were even ranked in 2 of the top 5 spots for most liked during the 2016 holidays.