Maximising Peak Performance: Black Friday and Beyond

In the rapidly evolving landscape of digital marketing, adopting platform AI and automation solutions is increasingly essential for businesses aiming to stand out during peak periods.

Last year, brands that leveraged advanced tools like Meta Advantage+ and Google’s Performance Max saw notable success, demonstrating the impact of integrating strategic automation into their campaign planning.

As these tools continue to develop, their effectiveness is only set to rise, empowering advertisers to optimise campaign outcomes with minimal intervention while keeping learning phases efficient. In a highly competitive market, those who can streamline campaign changes and tap into the enhanced capabilities of AI-driven solutions are poised for market domination.

Strategic Planning: The Foundation of Black Friday Success

Each year, holiday shoppers begin their discovery journeys earlier, making a comprehensive, full-funnel strategy essential for brands looking to maximise reach and engagement. By planning for heightened brand awareness throughout October and early November, advertisers can capture audiences in the initial stages of their research. This early engagement not only helps secure lower CPC and CPM rates but also ensures the brand remains top-of-mind as customers shift from research to purchase. Leveraging creative and targeted strategies in these preliminary phases can drive stronger performance across the season's peak periods.

Capturing Forgotten Friday: A Key Opportunity

The Friday before Black Friday, now known as "Forgotten Friday," has emerged as one of the most profitable days for many advertisers. For companies looking to maximise returns, preparing campaigns to capture early intent during this day can provide a valuable boost to Black Friday performance. By aligning with Forgotten Friday, brands can strategically position themselves to tap into pre-peak enthusiasm, thereby supercharging engagement and conversions leading into the weekend.

Learning from the Past: Optimise Based on Historical Success

When planning peak-period strategies, analysing previous performance is crucial. Every business has unique sale styles and tactics, making it essential to tailor plans based on what’s worked well in the past. Brands with tiered promotional events, for example, often see engagement spikes immediately following each promotional change. For these brands, creative designs that clearly distinguish each step-change can capture customer attention, prevent campaign fatigue, and sustain demand through the season. Using distinct visuals and messaging for each promotional wave can enhance performance by keeping the offers fresh and appealing to returning visitors.

Delivery Options Matter: Free Delivery Beats Promotions

Recent insights from GWI Q4 reveal that free delivery often outperforms other promotional tactics, like discounts and coupons, in driving online sales. For brands planning their holiday strategies, incorporating delivery perks can add a powerful edge. In some cases, a lower promotional offer combined with an appealing delivery option can enhance a brand's overall appeal to shoppers. As consumers increasingly prioritise convenience, considering how your brand can differentiate itself through delivery options is a small but impactful adjustment to your peak planning.

Unlocking the Power of AI & Automation for Peak Performance

As peak season approaches, digital marketers have a crucial opportunity to amplify their performance through AI and automation. Platforms like Meta Advantage+ and Google’s Value-based bidding are equipped with robust automation capabilities, making them indispensable for brands seeking an edge this holiday season. Those who invest in a full-funnel, data-backed strategy and incorporate AI-driven solutions are positioned to outperform competitors and convert early intent into holiday success.

To boost your peak season marketing strategy for 2024 and beyond, get in touch with our team of retail experts today, or discover how we helped leading fashion brand, Dune, to supercharge their Black Friday.