Black Friday offers great opportunities to increase sales and attract new customers, but it is a high-risk period for fraud. Protecting your company is a priority, both to avoid financial losses and to maintain customer trust. Prevention is always the best approach, and investing in security and education increases the chances of overcoming this challenging scenario.
Black Friday is one of the key opportunities for retailers to increase sales. Uncover, a martech specialist in Marketing Mix Modeling (MMM), presents insights to maximize the potential of the date, based on a performance analysis of over 40 MMM models from 2023. The study highlights effective strategies for the sales funnel, Return on Advertising Spend (ROAS), and overall media contribution.
Full Funnel Strategy.
The analysis indicates the importance of maintaining a balanced approach, combining top, middle, and bottom funnel strategies to maximize the impact of Black Friday campaigns. Although investing in the bottom funnel may generate a higher short-term ROAS, the analysis suggests that a full funnel strategy results in more sustainable benefits and a more consistent long-term impact.
Investment Allocation.
During Black Friday week, 31% of advertisers invest in top-of-funnel with a focus on awareness, while 8% prioritize consideration. The majority (61%) prioritize campaigns to increase conversion. During the period leading up to Black Friday (October and the first weeks of November), 53% of the investment is concentrated on the top of the funnel, focusing on awareness and consideration.
The study suggests that working on the top of the funnel is a great strategy to leverage conversion ROAS.
ROAS by Investment Strategy Uncover's analysis reveals that campaigns spanning the entire marketing funnel demonstrated a sales increase of more than 10 percentage points.
- compared to other approaches, although they may slightly impact ROAS.
- Clients who invest 71% in the top of the funnel achieve a ROAS of R$ 1.8.
- Clients who allocate 79% to the bottom of the funnel achieve a ROAS of R$ 3.0.
- Those who allocate 99% between the top and bottom of the funnel achieve a ROAS of R$ 5.1.
Clients who adopt a full funnel strategy have an average ROAS of R$ 2.5.
Recommended Media.
- 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
