Scheduled for November 29, Black Friday, as usual, is expected to generate billions in sales in Brazil and worldwide. According to the study ‘Buying Behavior and Trends for Black Friday 2024’ conducted by Dito with OpinionBox, 68% of the 1,500 people surveyed made purchases during the period.
Therefore, proper preparation for this date is crucial, and brands need to adjust their strategies to maximize results. ‘Planning in advance is essential because the market is becoming increasingly competitive, and consumers’ expectations for attractive deals grow every year. Companies that anticipate in their campaigns can position themselves advantageously to capture a larger share of this discount-hungry audience,’ emphasizes Rodrigo Tognini, CEO of Conta Simples, a Brazilian platform for corporate expense management.
Investing in the right channels and strategies can be the difference between success and failure on Black Friday. Automation and data analysis are essential for efficient campaign management. Channels like Google Ads, social media campaigns, and automation platforms play crucial roles. Using platforms that automate the process, from creating ads to performance monitoring, can save time and increase precision in investment decisions.
AdSimples , for example, is a tool focused on optimizing digital campaigns, offering automation and advanced data analysis. With it, it is possible to reduce losses from testing, thus maximizing results.
Discover below other tips to help with the success of sales during Black Friday:
- Paid traffic – Paid traffic campaigns, especially through Google Ads and social networks, will continue to be one of the main strategies to attract new consumers during Black Friday. Investing in paid advertising increases visibility, improves audience segmentation, and generates quick results, allowing brands to keep up with the frenetic pace of sales.
- Omnichannel communication – An omnichannel approach – one that makes the consumer not see a difference between the online and offline world, integrating them into physical and online stores – enables brands to reach the audience at various touchpoints, offering an integrated experience. This means that companies need to be present and consistent in both online platforms and physical stores, creating a continuous and effective communication flow across different channels.
- SEO techniques – Optimizing the website and content for search engines is a powerful way to attract organic traffic. SEO techniques, such as proper keyword selection and producing relevant content, are essential to ensure a good position in search results during the promotional season.
- Social media – Social media remains an essential tool to engage consumers and promote offers. Strategies like interactive content, partnerships with influencers, and targeted campaigns are some of the most effective ways to maximize reach on social media platforms.
- Inbound marketing and other channels – In addition to SEO and social media, inbound marketing, which includes strategies like personalized email campaigns, can help attract and retain customers. Other channels, such as affiliate marketing and strategic partnerships, also deserve special attention to diversify investments.
- Digital influencers – Utilizing digital influencers can be an excellent way to increase brand credibility and reach during Black Friday. Strategic partnerships with content creators provide an authentic connection with the audience and are a growing trend for many companies.
- Hyperpersonalized experiences – With consumers demanding more personalized offers, hyperpersonalization — using AI and data analytics — becomes an essential tool. Companies using these resources to create tailored experiences are more likely to convert visits into sales.
- Efficient support – During Black Friday, efficient customer support is crucial to avoid issues that could compromise the shopping experience. Quick and effective service can make the difference between a completed sale and a missed opportunity.
- Sustainability – Sustainability is gaining momentum as a decisive factor for consumers. Companies that incorporate sustainable practices in their campaigns, such as using eco-friendly packaging or offsetting carbon emissions, earn the preference of an increasingly conscious audience.
- Loyalty programs – Loyalty programs are another major focus for Black Friday 2024. Offering exclusive benefits to loyal customers can help retain consumers and increase sales by encouraging repeat purchases.
- Strategic Partnerships and Logistics – Forming strategic partnerships can be a major differentiator for co-marketing and cross-promotions, expanding the reach of campaigns. Additionally, efficient logistics and good inventory management are crucial to ensure products are delivered on time.
- Technology and Automation – Automation remains a key piece in the success of Black Friday campaigns. Emerging technologies, such as chatbots, CRMs, and marketing automation platforms, enhance efficiency and enable real-time campaign management. Sellers can also benefit from technology in analyzing consumer behavior and adjusting strategies based on these data to maximize results. Analytics tools help track campaign performance and make quick adjustments to boost conversions.
Tognini reinforces that financial tools, like Conta Simples, are important allies in managing expenses during large-scale campaigns like Black Friday. “They help organize and control costs, allowing for better resource allocation. Here, we offer efficient solutions for cost centers and centralized financial control,” he concludes.
