Black Friday 2024 – A Comprehensive Guide for E-commerce brands

Distinguished by unprecedented sales and major discount events, Black Friday is one of the most highly anticipated shopping events of the year. For e-commerce brands, this shopping tradition presents both an opportunity and a challenge. In this comprehensive guide by CRATE Media Group, we delve into insights from industry-leading 3rd party sites such as Minutehack, The Guardian and Modern Retail, to help ecommerce brands navigate Black Friday and Cyber Monday in the digital age, including the use of multichannel marketing through Facebook ads, Google ads, DV360, Amazon ads, programmatic, email, and SMS channels.

Key Insights for Black Friday Strategies

• Brand Values and Messaging Focus: According to an article by Steve Finch on Minutehack, heavy discounting during events like Black Friday can undermine the value focus of small businesses. As a response, e-commerce brands should deliver a strong brand message that resonates with the customers' needs and values.

• Financial Implications: Heavy discounting can lead to diminished profits and operational costs. By being selective about the discounts offered and balancing it with the potential gain in customer base, brands can minimize Black Friday's financial impact.

• Adapting to Customers' Shopping Behavior: The Guardian highlights a lull in UK retail sales growth ahead of Black Friday. This suggests that customers are becoming strategic about when and how they shop. Brands should use these insights to adapt their marketing strategies – making offers available earlier or providing pre-selection options can create eagerness among customers.

• Dealing with ‘Deal Fatigue’: Brands are continually discounting, leading to "deal fatigue" among consumers. According to Modern Retail, brands are adjusting their promotional strategies to counteract this phenomenon. By offering value beyond straightforward price reductions, e-commerce brands can boost their brand's attractiveness.

Effective Multichannel Marketing Strategies for Black Friday

Reaching your target audience requires a thoughtfully executed multichannel approach. Your messaging should be consistent across all platforms while also optimized for each one's distinctive characteristics.

• Facebook Ads: Utilize this platform for its targeting capabilities and large user base. Make sure your ads are visually appealing, with clear CTAs and attractive offers.

• Google Ads: Implement different keyword strategies for your campaigns – broad match for brand awareness, phrase match for informative search queries, and exact match for specific product queries. Adjust your bids to ensure visibility during peak shopping hours.

• Amazon Ads: With millions of shoppers, this marketplace is an excellent platform to highlight your products. Invest in sponsored product ads and sponsored brands to increase your visibility.

• Programmatic Ads: Leveraging data and automation, programmatic advertising helps reach the right audience at the right time. Create engaging ads with strong creative elements to stand out.

• Email and SMS Channels: Use personalized content to connect with your audience. Segment your email list and send targeted Black Friday deals. For SMS, keep your messaging clear, concise, and with a strong call to action.

Tips for Brands that Prefer to Stay Out of the Black Friday Frenzy

Not all brands want to participate in the Black Friday madness. For those brands, CRATE Media Group suggests focusing on providing consistent value, engaging with customers, and capitalizing on other key shopping events.

• Build Customer Loyalty: Instead of one-time heavy discounts, focus on building long-term customer relationships through loyalty programs, personalized engagement, and quality service.

• Strengthen Brand Messaging: Convey your brand's unique qualities, values, and segmented markets. This will help maintain your brand's distinctive image.

• Maximize Smaller Shopping Occasions: Capitalize on other key shopping events like Small Business Saturday, Giving Tuesday, or exclusive brand-specific sales. These events can provide an opportunity to stand out from the crowd.

• Prioritize Brand Safety and Viewability: Ensuring your ads are shown in a brand-safe environment and are visible to your target audience can provide further confidence in your brand.

Remember, CRATE Media Group is always here to provide seamless cross-channel marketing solutions, creative content services, and much more. For more details, reach out to us at CRATE Media Group Contact.