Black Friday spend continues to grow year-over-year. As a marketer, it can be a challenge to cut through the noise. Here's how Smart Auction Packages can help you effectively leverage one of the biggest shopping events of the year.
Last year U.S. consumers spent an average of $6.3M per minute online shopping on Black Friday and this number continues to grow year-over-year. Over half (59%) of U.S. consumers start their gift shopping in November, making Black Friday the official kick-off to the Holiday season, which can continue through to New Year's Day for those bargain hunters seeking a jump start on next season.
As a marketer, it's important to ensure you're effectively leveraging one of the biggest shopping events of the year. While common targeting options - such as geography, format, and environment - are all very effective ways to achieve your campaign goals, consumers are flooded with marketing messages throughout the holiday season. Looking at audiences in new ways can reveal additional targeting opportunities to incorporate into your overall strategy, allowing you to connect with both your loyal consumers and those who may be just starting their journey with you.
When it comes to holiday shopping, it's easy to want to target shoppers based on timing - the early-birds, steady shoppers, last-minute shoppers, etc. But, as buyer behavior changes, it may not be driving the most optimal results.
Interest and lifestyle based targeting offers the potential to create more meaningful connections and deeper brand affinity with consumers. Buyer personas can be a great way to do this.
Let's take a look at a few examples:
The Gadget Guy
The Organizer
The Deal-Finder
These customer-centric buyer personas offer the ability to refine your targeting strategy by providing deeper knowledge of when and where to best connect with your target consumer.
During the holidays, when many players are competing for attention, it's critical to ensure you're spending your budget at the right time in the right channels. Research conducted by Kantar last holiday season found national advertising by ten key U.S. retailers totaled $538.6M from October through to the week of Cyber Monday. That's a lot of noise.
Auction Packages can help put you one step closer to the sale by offering:
We offer both managed and self-service options to make success easy. Let us do the work for you through our always-on or custom deals. Or, if you prefer to take the lead, our Smart Buyer Connect platform allows you to build Auction Packages on your own terms.
As Director of Marketing and Communications at Equativ, Amy leads the company’s owned content, social media, and public relations strategies. Collaborating with stakeholders across the organization, she writes on topics ranging from Equativ’s product innovations to broader industry trends.