Scheduled for November 29th, Black Friday, as usual, is expected to generate billions in sales in Brazil and around the world. According to the study "Purchase Behavior and Trends for Black Friday 2024," conducted by Dito with OpinionBox, 68% of the 1,500 people interviewed made purchases during the period.
Thus, proper preparation for this date is essential, and brands need to adjust their strategies to maximize results. "Planning ahead is essential, as the market becomes increasingly competitive, and consumer expectations for attractive offers grow each year. Companies that anticipate their campaigns can position themselves advantageously to capture a larger share of this discount-hungry audience," emphasizes Rodrigo Tognini, CEO of theSimple Account, Brazilian corporate expense management platform.
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. The use of platforms that automate the process, from ad creation to performance monitoring, can save time and increase accuracy in investment decisions.
THEAdSimples, for example, it is a tool focused on optimizing digital campaigns, offering automation and advanced data analysis. With it, it is possible to reduce losses with testing, thereby enhancing the results.
Below are other tips to help you make sales successful during Black Friday:
- Paid traffic – Paid traffic campaigns, especially through Google Ads and social media, will continue to be one of the main strategies to attract new customers during Black Friday. Investing in paid advertising increases visibility, improves audience targeting, and delivers quick results, allowing brands to keep up with the frantic pace of sales.
- Omnichannel communication – An omnichannel approach – that is, one that ensures the consumer does not see a difference between the online and offline worlds, integrating them with physical and online stores – allows brands to reach the audience at various touchpoints, offering an integrated experience. This means that companies need to be present and consistent both on online platforms and in physical stores, creating a continuous and effective communication flow between different channels.
- SEO techniques – Optimizing the website and content for search engines is a powerful way to attract organic traffic. SEO techniques, such as the proper choice of keywords and the production of relevant content, are essential to ensure a good position in search results during the promotion season.
- Social networks – Social networks continue to be an essential tool for engaging consumers and promoting offers. Interactive content strategies, influencer partnerships, and targeted campaigns are some of the most effective ways to boost reach on social media.
- Inbound marketing and other channels – In addition to SEO and social media, inbound marketing, which includes strategies such as sending personalized emails, can help attract and retain customers. Other channels, such as affiliate marketing and strategic partnerships, also deserve special attention to diversify investments.
- Digital influencers – The use of digital influencers can be an excellent way to increase brand credibility and reach during Black Friday. Strategic partnerships with content creators offer an authentic connection with the audience and are an increasing bet for many companies.
- Hyper-personalized experiences – With consumers demanding increasingly personalized offers, hyper-personalization — using AI and data analysis — becomes an essential tool. Companies that use these resources to create customized experiences are more likely to convert visits into sales.
- Efficient support – During Black Friday, efficient customer support is crucial to prevent issues that could compromise the shopping experience. A quick and effective service can be the difference between a completed sale and a missed opportunity.
- Sustainability – Sustainability is gaining strength as a decisive factor for consumers. Companies that incorporate sustainable practices into their campaigns, such as using eco-friendly packaging or offsetting carbon emissions, gain the preference of an increasingly conscious audience.
- Loyalty programs – Loyalty programs are another major bet for Black Friday 2024. Offering exclusive benefits to loyal customers can help retain consumers and increase sales, encouraging repeat purchases.
- Strategic partnerships and logistics – Forming strategic partnerships can be a great differentiator for co-marketing and cross-promotions, expanding the reach of campaigns. Furthermore, efficient logistics and good inventory management are crucial to ensure that products are delivered on time.
- Technology and automation – Automation remains a key element in the success of Black Friday campaigns. Emerging technologies, such as chatbots, CRMs, and marketing automation platforms, improve efficiency and enable real-time campaign management. Vendors can also benefit from technology in analyzing consumer behavior and adjusting strategies based on this data to maximize results. Analysis tools help monitor campaign performance and make quick adjustments to boost conversions.
Tognini emphasizes that financial tools, such as the Simple Account, 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.
