November is a period eagerly awaited by many Brazilians for shopping. After all, the beginning of the month marks the countdown to Black Friday. Therefore, merchants should prepare in advance. In this sense, the application of technology should be aligned with sales strategies to increase revenue and stand out among the competition.

When is Black Friday 2024?

The 2024 Black Friday is scheduled for Friday, November 29. "This is an extremely commercial date. So, salespeople, or even service providers, should be attentive to how they prospect clients. This is because a large part of the population already intends to invest during this period. Therefore, special purchase conditions and accessible service tend to attract," says Tiago Sanches.head Total IP sales.

2023 Black Friday Sales Outlook

According to a report by Confi.Neotrust, in 2023, thee-commerceIt had a revenue of R$ 5.2 billion. The number of orders was 8.21 million. Both indices showed a decline compared to 2022 results, with the first decreasing by 15.1% and the other by 17.1%. On the other hand, the average ticket increased by 1.7%, reaching the amount of R$ 636.66. "Despite the low, knowing the data is essential to prepare properly this year," completes Sanches.

What are the expectations for Black Friday 2024?

According to the Panorama Black Friday 2024 study produced by Globo, 39% of people intend to and already plan to make purchases on this day. "It is important to regularly monitor buyers' expectations, so it is possible to outline an effective acquisition strategy based on general preferences," comments the sales expert.

3 sales strategies for Black Friday 2024!

To help traders, Sanches shows five technological strategies to intensify gains in November:

Promotions and special conditions for customers:Those who are already part of the clientele deserve special attention! In this sense, the use ofbotsSending active messages is an effective solution for those who want to communicate quickly. The mechanism can automatically send a promotion, a personalized discount code, or the company's actions.

Multiple communication channels for customers:individuals have different ways of searching for products and services, such as social networks,sitemessaging apps. The entities need to be open in all of these; otherwise, they lose the interested parties. Thus, an Omni service tends to bring this possibility, even to start the journey on one platform, such as the webpage, and finish in person, for example.

24-hour support and service:purchases do not have a set time to occur, just as the search for support or clarification does not have a specific time. So, the companies need to use technology again frombots, to automate this onboarding process and extend the activity time. After all, this eliminates the need for a night team.

Finally, digital mechanisms can be a great ally in increasing satisfaction with thecustomer experience (CX)at an excessive moment of sales. "When even in a moment of high demand the institutions handle their market well, they will later retain that segment," concludes Sanches.

Nowadays, "leaving behind" traditional law has become an urgent necessity in the face of innovations transforming the sector. Legal Operations, a concept on the rise, is one of the responses to the evolution of the legal market, driven by technology that impacts society as a whole.

According to Rafael Goulart, technology director atAurum,A pioneering technology company in creating solutions for freelance lawyers, offices of all sizes, and legal departments. This model aims to consolidate all essential activity flows for the operation of a law firm or legal department, allowing professionals to focus exclusively on legal matters. "Under the coordination of a Chief Legal Operations Officer (CLOO), the approach aims to optimize the efficiency and quality of legal services, positioning the department as a strategic partner within the organization," he adds.

Today, legaltech stands out as one of the pioneers in the Brazilian market by leading the implementation of Legal Ops, with two innovative solutions in its portfolio: whileAstreaIt is ideal for independent lawyers and small and medium-sized offices, promoting agile management and efficient communication,Themis It has already gained the trust of major law firms and legal departments by offering powerful automation that transforms judicial operations. "These tools not only optimize processes but also help legal professionals adapt to the new demands of the sector, redefining the future of legal practice in Brazil," explains the executive.

For Goulart, this implementation is a competitive advantage for firms seeking to stand out in the market, and with the right strategies, automation of repetitive tasks and data analysis become great allies in the pursuit of accurate results in a practical way. "Legal Ops represents an investment in the future, as a scenario is being built where the legal department is more agile and efficient. Artificial intelligence is transforming our environment, and professionals who embrace these changes will be at the forefront of innovation," he emphasizes.

The essential integration between legal operations and technology

According to Danielle Serafino, partner at Opice Blum Advogados, which specializes in Digital Law, the introduction of Legal Ops within a firm goes beyond the simple adoption of technology; it involves integrating strategic operations with innovative tools to optimize processes and services.

"The construction of the journey should be based on innovation. Simple tools, like Excel spreadsheets, can extract data, but they do not provide a strategic view of what is really happening in the operation," affirms the executive. In your office, all processes are unified under Legal Ops, resulting in more effective management aligned with market needs.

For the lawyer, another crucial aspect is the choice of technological partners with a solid track record. "Finding institutions with a reliable track record and a diversified portfolio is essential. Additionally, customization and adaptation of tools to the specific needs of each office are equally important," he adds.

There are only a few days left until Black Friday, and while many brands are already executing their communication strategies for the date, some have not yet planned their sales actions. Is there still time to place a bet on a last-minute campaign? Digital Marketing and Artificial Intelligence specialist, Camila Renaux, affirms that yes! She shares valuable tips for those who left everything to the last minute but want to ensure their brand stands out on the most anticipated date for e-commerce and retail.

Offer real discountsConsumer confidence is at the heart of any successful plan, especially on Black Friday, when the public is attentive to real discounts and has grown tired of falling for "black fraud." Therefore, to attract attention, you need to reduce the truth values. "Nothing drives customers away more than the feeling that prices were inflated beforehand to create a false promotion. Show transparency and earn trust by offering significant discounts on selected products," emphasizes Camila. You should prioritize clarity in offers and use previous price comparisons to reinforce credibility.

Exclusive promotions for your first purchaseThis is a great way to increase the base of loyal customers, according to the Digital Marketing specialist. A special price on the first purchase can not only attract new customers but also encourage them to return in the future. In addition to the discount, you should build a lasting relationship with buyers through personalized emails and rewards for future purchases.

Coupons and promo codesTo provide advantages and foster loyalty, a simple and effective tactic is the use of coupons and promotional codes. "Consumers love the feeling of exclusivity, and coupons can be the key to increasing sales. The important thing is to think strategically and offer these codes in campaigns that truly engage, such as on social media or newsletters," emphasizes Camila. In addition to boosting sales, they can be a great tool to monitor purchasing behavior and better understand your audience.

Select your dream products and avoid wholesale discountsNot everything should be included in the promotion. "Black Friday is about focus. Choose the products that consumers desire, the 'dream products,' and create irresistible offers," he emphasizes. It is necessary to avoid giving discounts across the entire store, as this undermines the sense of exclusivity and can make your loyal customer feel undervalued. In this way, you also avoid the perception that the price reductions are generic and without real value, complements Camila.

Treat your loyal customer:One of the opportunities often overlooked during Black Friday is engaging already loyal customers. Many brands focus their efforts on attracting new consumers, but they end up forgetting to value those who already trust the brand. Offering an exclusive promotion to this loyal base can have a positive impact, providing them with a sense of privilege and recognition, as well as strengthening the long-term relationship with these customers.

What's new in adsBetting on innovation is crucial. And for Black Friday 2024, the specialist recommends staying attentive to market news, such as the tools proposed by Meta, which facilitate campaign targeting. Advantage+ ads are powered by artificial intelligence and help target more effectively, maximizing results. Another interesting idea is reminder ads, which send product notifications to shopping apps. Also use custom links in ads, which can direct users to different pages according to their interests, optimizing the experience.

Use the dissemination toolsThis is an essential point for promotional alternatives to reach your target audience. According to Camila Renaux, the ideal is to use all available channels: "Newsletter, contacts with loyal consumers, partner influencers, and even WhatsApp groups can be powerful tools." WhatsApp, for example, offers a direct and immediate connection, which even appears to be very close, making it an excellent tool for promoting promotions, exclusive coupons, and quick updates. Facilitate information exchange and keep your clients informed by creating a smooth and continuous communication that involves both old and new consumers.

Social media platforms are on the radar of all marketing professionals. Brands can not only hyper-segment consumers using social media data to precisely understand their demographic profile but also easily reach and expand any audience around the world. Furthermore, companies are able to track ROI, which in turn enables the optimization of campaigns for future marketing strategies.

One way to advertise on social media is through the increasingly popular Meta Reels. Initially lasting 15 seconds, Reels were expanded to allow longer videos with different production qualities. This evolution has attracted marketing professionals seeking to engage with their audiences in new and creative ways, whether through Reels Stories or feed formats.

Data from Statista indicates that Brazil is the fifth largest social media market in the world and the largest in Latin America in terms of audience, with over 84% of the population accessing social networks daily. Keeping an eye on this scenario, marketing professionals need to be attentive to every move of the audience.

With different Reels formats generating varied results, brands that want to boost their campaign performance need to understand the nuances associated not only with different production budgets but also with different channels. A study by Vidmob, a leading global AI platform in creative performance, conducted a detailed analysis to understand the effectiveness of Reels for advertising. From low-fidelity (lo-fi) content and user-generated content (UGC) to the difference between posting on Facebook Reels versus Instagram Reels, the study showed that the results are specific to the content and platform.

“To improve the performance of their campaigns, brands must understand the nuances of the different Reels formats, taking into account both the varying production budgets and the different distribution channels, such as Instagram and Facebook. The analytics provided by AI can guide marketers looking to improve the results of their campaigns,” says Miguel Caeiro, Head of Latam at Vidmob.

1. “Amateur” content stands out

While similar to UGC, lo-fi content can be intentionally created by a brand to give a “homemade” feel.

Vidmob's study found that social media users prefer lo-fi content that resembles UGC over high-fidelity (hi-fi) content, which is often associated with scripted ads seen on television and streaming channels.

Lo-fi content showed an 81% increase in click-through rate (CTR) and a 13.6% increase in views in the first 25% of the video (VT25%) compared to the average of ads. In comparison, the hi-fi content experienced a 71% decrease in CTR and a 14.5% decrease in VT25% compared to the average.

2. Product images and human presence are of great importance

Although they are Meta networks, Instagram and Facebook have different structures. However, the successful strategies of one platform apparently influence the performance of the other.

Vidmob's analysis revealed that using key product images or human presence at the beginning of any Reels is essential for its VTR, which is the rate representing the proportion of users who watch a video ad until the end, relative to the total impressions of the ad. An increase of 8% was recorded for VT25% for images and 10% for human presence. In comparison, creatives with a lot of text experienced a 60% decrease in VT25%.

The data also revealed that the audiences of both Meta platforms showed interest in different types of lo-fi content. Instagram provides an experience that allows viewers to follow and connect with influencers more intimately, while Facebook offers more functional content with a less personal feel.

The research confirmed that talent-led content performed best on Instagram, with a 20% increase in VT25%, but a 33% decrease in VT25% for Reels on Facebook.

3. Creative effectiveness is key to achieving higher ROI

The study confirms that creative execution on social media is essential to boost the performance of campaigns, which in turn must be adjusted to the individuality of the content and channel – Instagram or Facebook.

According to the results, the best chance for brands to optimize their Reels results is by analyzing the creative data collected with brand-specific information, which generates important insights for their teams to evaluate and transform into viable strategies.

By analyzing creative output from an analytical perspective, supported by creative data observed on a day-to-day basis, brands can optimize their creativity and generate better results.

“The Reels format creates a strong connection with the public on social media. Its simplicity, combined with its great sharing potential, brings the brand closer to people and increases the possibility of campaigns going viral,” says Caeiro.