"Just like rock and roll, Black Friday is something imported from the USA that has gone from niche to consumer frenzy levels in a few short years. What originally started as a physical retail initiative has now morphed into a digital one, with offers pinging onto our phones as customers spend more of their lives in the digital, mobile-first realm. With so many brand vying for customers attention, paid online activity is a necessity in developing a smart strategy to win customers not only at this time of year, but to also inform your strategy for the future."
"Before Black Friday In the lead up to Black Friday, a multi-channel approach to advised to gain customers in the market early for inspiration. It can also help gain the insight needed to shape your activity on the day. Increase your spend on sponsored/promoted ads on retailers' websites.With a tranche of expensive Christmas ads landing from big retailers, there will be witnessing a requisite increase in web traffic. Now is the time to book ads on their sites, helping you target the shoppers using established retailers to get inspiration.. Boost your spend on paid search on Black Friday terms. Obviously the more niche you can go here the more cost effective in terms of long tail searches and also more relevant potentially. Allocate media spend to dynamic social ads on platforms like Facebook and Instagram. This is as a great way of narrowing down your customers' preferences, meaning you can adapt your ads and the messaging used."
"Build out audience lists. This will be based on website actions, critical for the task of remarketing when the day occurs. Key segments for potential buyers could include: Consumers who added a product to the basket but abandoned it; Visited a product page but did not add it to the basket; Looked at multiple pages on your website. Signed up to a newsletter or to receive special offers."
Black Friday has shifted from a physical retail event to a digital, mobile-first shopping phenomenon that delivers offers directly to consumers' phones. Paid online activity is essential to capture attention amid intense brand competition and to inform longer-term strategy. In the lead-up, increase spend on sponsored and promoted ads on retailer websites and boost paid search targeting niche Black Friday terms for cost-effective relevance. Allocate media to dynamic social ads on Facebook and Instagram to learn customer preferences and adapt messaging. Build audience lists from website behaviors—basket abandoners, product page visitors, multi-page browsers, and newsletter sign-ups—for targeted remarketing on the day.
Read at The Drum
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