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Uncover survey reveals marketing strategies that maximize sales on Black Friday

E-Commerce Uptate
By E-Commerce Uptate

A Black Friday é uma das principais oportunidades para os varejistas aumentarem as vendas. A Uncover, martech especialista em Marketing Mix Modeling (MMM), apresenta insights para maximizar o potencial da data, com base em uma análise de desempenho de mais de 40 modelos de MMMs referentes a 2023. O levantamento destaca estratégias eficazes para o funil de vendas, Retorno sobre o Investimento em Publicidade (ROAS) e contribuição geral de mídia.

Estratégia de funil completo

A análise indica a importância de manter uma abordagem equilibrada, combinando estratégias de topo, meio e fim de funil para maximizar o impacto das campanhas de Black Friday. Embora o investimento em fim de funil possa gerar um ROAS mais elevado no curto prazo, a análise sugere que uma estratégia de funil completo resulta em benefícios mais sustentáveis e um impacto mais consistente a longo prazo.

Alocação de investimentos

Na semana da Black Friday, 31% dos anunciantes investem em topo de funil com foco em awareness, enquanto 8% priorizam a consideração. A maioria (61%) prioriza campanhas para aumentar a conversão.

Durante o período que antecede a Black Friday (outubro e primeiras semanas de novembro), 53% do investimento é concentrado no topo de funil com foco em awareness e consideração. O estudo sugere que trabalhar no topo de funil é uma ótima estratégia para alavancar ROAS de conversão.

ROAS por estratégia de investimento

A análise da Uncover revela que as campanhas que abrangem todo o funil de marketing demonstraram um aumento nas vendas superior a 10 pontos percentuais em comparação com outras abordagens, embora possam impactar levemente o ROAS. 

  • Clientes que investem 71% em topo de funil obtêm um ROAS de R$ 1,8.
  • Clientes que alocam 79% em fim de funil alcançam um ROAS de R$ 3,0.
  • Aqueles que destinam 99% entre topo e fim do funil conseguem um ROAS de R$ 5,1.
  • Clientes que adotam uma estratégia de funil completo têm um ROAS médio de R$ 2,5.

Mídias recomendadas

A Uncover ainda indica as mídias que não podem faltar para varejistas que desejam alavancar a incrementalidade ou o ROAS. 

  • To leverage incrementality:
    • Google Ads (App, Search Branded, Search Non-Branded)
    • Meta Ads (Advantage+, DPA, and Feed)
    • TikTok Ads
    • Out of Home
    • Television
  • To leverage ROAS:
    • Influencers
    • Google Ads (App, YouTube, and Discovery)
    • Meta Ads (Audience, DPA, and Vertical)
    • TikTok Ads
    • Affiliates
E-Commerce Uptate
E-Commerce Uptatehttps://www.ecommerceupdate.org
E-Commerce Update is a benchmark company in the Brazilian market, specializing in producing and disseminating high-quality content on the e-commerce sector.
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