The Black Friday shopping journey is starting earlier and earlier, and according to Microsoft, 55% of online retail conversions in November begin with searches in October. The data is from a survey conducted by the company's advertising platform and reinforces the importance of brands getting ahead to achieve sales during the promotional period.
According to the survey, advertising strategies across multiple platforms have a positive impact on the average ticket, with a 6% to 13% increase in the total purchase value when consumers are exposed to ads on different channels and stages of the shopping journey.The data are from a study conducted in Latin America, Europe, the Middle East, and Africa.
In Brazil, consumers take an average of 35 days to complete their online retail purchase journey, with 49 searches per user, according to data from June to August of this year. For José Melchert, Ads Director at Microsoft Brazil, consumers are starting to plan their purchases earlier and earlier in search of pre-Black Friday deals. "By starting campaigns before the date, brands can also capture the attention of these users for a new product beyond the one already researched," he explains.
Melchert highlights the importance of a marketing strategy 'full funnel, that is, from product awareness to purchase, to maximize Black Friday sales results. "Brands that combine different ad formats see a significant increase in conversions. In the retail sector, this approach results in up to 9 times more conversions compared to strategies that only include search ads," states the executive.
