Many brands depend on Cyber Five, the days between Black Friday & Cyber Monday, to put them into the black for the year. Though Cyber Five 2021 was complicated and busy, it was also one of the most profitable to date. Our clients closed out the year on a high note thanks to a few pretty simple actions. What were they? Let’s take a look together in our 2021 Q4 After Action Report.
1. Start with a Plan
Everything starts with a plan. The sooner you have one, the sooner you can review it, make adjustments, and execute. Our winning clients invested heavily into prospecting in the months leading up to Black Friday, emphasizing list-building for owned 1st party data, allowing owned channels like email and SMS to scale. Thanks to the work they did early on, our clients were able to get in front of consumers well before their competitors and convert with assets they had ready to go.
When you don’t plan ahead, you give up sales to your competitors who do. Fret not, this isn’t our first time at the Cyber Five rodeo. Send us a message at hello@masoninteractive.com and we’ll help develop a strategy with you.
2. Grow With the Flow
Scaling a digital marketing operation isn’t easy, and frankly, it’s not getting any easier. Industry research points to consumers being spread out across more platforms than ever before, and it’s only getting more difficult to track and target consumers across the digital landscape. More on that in just a bit.
Our winning clients isolate top geographical markets and focus on their most actively engaged audiences, letting us double down on purchase intent from two separate angles. Additionally, clients who met or exceeded their goals were in (on average) 6 advertising platforms.
Brands that diversify into more platforms and begin planning for the Holiday season earlier, ultimately see more success during the Cyber Five. Planning ahead and building diversification into those plans enables you to layer on complexity to your marketing mix as the year progresses towards Cyber Five. More on how you can do this in our After Action Report.
3. Own Your Data
In case you haven’t heard, the data game has changed. Apple’s iOS14 update has impacted advertisers’ ability to target users online, and Google’s new policies expected in 2023 will only affect things more.
Where do you turn? Your own data. 1st party data, or the data your company collects about its customers (interactions, purchase history, behavior, preferences, etc.), is becoming more valuable than ever. Since the changing attribution methods of digital platforms makes them a less-reliable partner, 1st party data gives you a solid single source of truth to rely on.
There are many ways to start collecting 1st party data. A lot of it can live in a platform like Shopify, Salesforce, or Google Analytics. Organizing, interpreting, and acting on your 1st party data can be a headache. We can help with that too.
You have the keys, now let’s open doors.
The digital landscape changes all the time. You know that. We know that. What we don’t know yet, is how we can use our 13 years of experience to help you keep up with the shifting tides. Download the report, send us a message, and let’s get you started with a free marketing analysis today.
