Many businesses are offering discounts earlier than the typical four-day sales period between Black Friday and Cyber Monday. Some businesses are even using the weeks between the election and Black Friday to test out different promotion strategies so they can be fully ready for the shopping weekend.
The sense of urgency is partially driven by the shift of
customer behavior from going in store in person to e-commerce. Coupled with the
rising COVID-19 cases, most US customers will be shopping in front of their
computer screens, rather than going to the retail stores in person. This makes
digital marketing even more imperative.
According to Katya Constantine, the CEO of performance
marketing agency Digishop Girl, there has been an increase in CPMs and a
decrease in conversation rates following the election. This shows that since
the election, more customers are interested in searching for deals in
preparation for the shopping weekend, but few have committed. This is a great
opportunity for businesses to gather customer behavior intel by trying out
different offers.
According to Jeremy Sonne, managing director of Moonshine
Marketing, he has seen improved performance in businesses that started running promotions
earlier this year. Many businesses created three or four different offers to
test out, before deciding on which one to go with.
Source:
https://digiday.com/marketing/time-to-test-multiple-offers-why-black-friday-and-cyber-monday-advertising-is-coming-earlier-than-ever-this-year/
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