It’s that time again, with pumpkin spice slats, sweater weather, and shoppers pondering socially distant versions of their favorite vacation.
With Black Friday and Cyber Monday around the corner, many marketers are scrambling to figure out what to do during this year’s unprecedented holiday shopping season.
If you are looking for Black Friday Marketing and Cyber Monday sales Inspiration, you are in the right place. Read on to learn what trends defined 2019, how customers are adapting to our new reality, and what you can do to get your message to the right people at the right time.
E-commerce has seen an upswing since the beginning of the pandemic. Now that online shopping is reaching an all-time high, the competition for customers is tougher than ever. This year it is the retailers without it Black Friday marketing strategy who is allowed to crawl for the coveted traffic.
Wondering what you can do to stay relevant and attract customers online?
The answer is deceptively simple: create personalized, multi-channel experiences and acknowledge that 2020 is not like anything we’ve seen before.
Let’s dive into the trends of the past year and find out how you can improve your Cyber Monday sales and Black Friday marketing strategy.
Since its inception in 2005 Cyber Monday sales have set new records every year. In 2019Sales reached $ 9.4 billion. With capacity constraints, increasing store closings, and limited opening hours in 2020, many retailers who have relied partially or entirely on in-store pedestrian traffic are having to rethink their approach to selling for the first time in a long time.
The ’60-Day Challenge ‘
If you’ve read self-help books, you know that most research says it takes 20 to 30 days to form a new habit and another 60 days to make that desired change permanent.
Quarantined life has lasted 60 days (or longer) in many parts of the world, making online shopping an established consumer behavior. With more and more offline shoppers making online purchases, Black Friday sales feel more like Groundhog Day.
A new home-centered reality has impacted the way buyers interact with retailers – both in person and online. Rapidly changing consumer habits mean marketers need to focus more on tracking and measuring trends in order to respond to emerging customer segments with timely offers and relevant news.
While many segments that existed before the pandemic are likely to persist, such as: B. Discount seekers and high-end buyers, marketers see new personalities emerging, such as: B. Roadside buyers and same day buyers.
These changes pose a radical challenge to traditional retailers who have separate (often isolated) ecommerce websites and brick and mortar stores. However, if the pandemic has taught us anything, a divided house will fall.
The solution: a unified approach to Cyber Monday sales and Black Friday marketing campaigns.
Season review 2019
Let’s examine how buyers behaved in 2019 BF & CM retail reportBenchmarks created by Insider’s global partners allow marketers to micro-segment their audiences to understand and connect with with the help of creatives Black Friday campaigns and Cyber Monday sales games.
1. Mobile is the clear winner.
Between 2018 and 2019, mobile platforms saw an overall increase for both Black Friday and Cyber Monday Increase: 24.87% on Black Friday and 29% on Cyber Monday. Desktop followed (with 8.11% for BF and 6.95% for CM). However, tablets grew negatively (-33.46% for BF and -25.99% for CM).
To summarize it: People are most likely to shop on a mobile device and on desktop sites. This trend is likely to continue this year.
2. Conversions are everywhere.
All devices performed better on Black Friday and Cyber Monday in 2019. Tablets saw the largest increase over the previous year. In the meantime, desktops had the highest CR, followed by tablets and mobile web.
To summarize it: Tablet users seem to know what to buy. Marketers can segment this user base and attract and convert them with personalized interfaces and rewards.
3. You are just “window shopping”.
The mobile web had the highest number of sessions, the lowest conversion rates, and the highest bounce rates.
To summarize it: While shoppers primarily use cell phones to evaluate their shopping options, the actual purchase is made on a desktop. Knowing this, marketers can tailor their mobile messages and promotions to drive more conversions on the mobile web.
4. Mobile conversion is 2x faster.
When you compare the average session duration on a desktop or mobile website to the duration of a mobile app, the app takes the lead. It takes twice as much time and seconds to convert in a mobile app.
To summarize it: To understand that online shoppers time is a priority during Black Friday and Cyber Monday, marketers can launch app download campaigns for better sales results in 2020.
A crash course in Cyber Monday sales and creative Black Friday campaigns
It’s never too early to start your creative Black Friday strategy. For the buyer, a jump is just a click, a tap or a swipe away. It is important for retailers to have a plan to stand out from the crowd and grab the attention of customers.
Let’s dive into the dynamics of this vacation shopping season:
- Thanksgiving season is short selling time, so marketers have a small window of opportunity.
- The competition is fierce because every retailer wants to woo the customer.
- Mobile is becoming the preferred platform for online shoppers to evaluate their options. Hence, it is imperative that your mobile strategy is right in order to maximize brand interactions and sales over this period.
Plan your planning to gain a competitive advantage Black Friday Marketing Campaigns in advance. Think about what type of content your audience will expect and how you can improve your visual storytelling.
When creating yours, consider the following areas Marketing strategy for cyber sales and Black Friday:
- Data and statistics
- Market trends
- Technically guided engagement opportunities
- Innovative marketing campaigns for new and existing customers
- More Online shopping
- Manage higher traffic on your website
Sales tips for Cyber Monday and Black Friday
- One thing and not done yet: turn one-time buyers into repeat customers
Ecommerce businesses need to familiarize themselves with a new customer profile that emerged during the pandemic. When the countries were banned, large numbers of consumers turned to buying online for the first time. Over time, however, they discovered the ease of shopping and comparing products and prices on-line.
For marketers, these consumers switched from the awareness phase to the viewing phase. But will these users relapse when the locks wear off? How do marketers grab their attention and steer it towards online shopping? How do you get them into the final stage (conversion) of the funnel and turn them into returning, loyal customers?
The upcoming Black Friday and Cyber Monday shopping season is an ideal time to reach out and convert these part-time shoppers.
Solution for marketers:
A great way for marketers to identify and reach these users is to segment them and connect with them using targeted notifications. insider Customer journey orchestrationWith this AI-driven tool for creating customer journeys, companies can reach customers through their preferred channels: web push notifications, app push notifications, emails and personalized layouts on site.
This is how it works in real time:
Let’s consider the example of an e-commerce company that saw a sudden surge in shopping traffic during the height of the pandemic. Everything from food and electronics to sports flew off the shelves. The company realized that a large proportion of these customers were first-time buyers and didn’t want to lose them.
The company developed a bespoke marketing funnel strategy to attract and convert these new customers. Step one was to divide first-time buyers into a unique cluster. Next came the engagement process. Marketers started the conversion journey by sending web push notifications to users offering discounts and free shipping. If a customer did not take any action, they would receive an email informing them of the company’s available products and discounts.
When a user responds positively to the notifications and lands on the website, they are provided with a personalized website that reflects products based on their interests, as well as updates categories to show new products in each subsequent session. This transforms a buyer’s shopping experience into a dynamic and tailored journey that leads to higher conversion rates.