One of the main reasons we love digital marketing is the ease of producing reports and analysing results. Reports producing rich quantitative data can help marketeers decipher what it is their customers like and dislike, as well as giving them an insight into their online behaviours.
This article looks at Black Friday in particular, but is a reminder that we need to actually use the data we're given. Had a lot of these companies looked into what their customers wanted and how they shopped they may have seen more positive results.
“The data from our performance-based digital marketing network highlights how Black Friday fell short on the expectations of brands,” said Dan Cohen, regional director at performance marketing experts Tradedoubler. “Digital marketing strategies are still not harnessing and utilising critical insight from user journey data to inform digital marketing strategies. The key for digital marketers is to reach customers where they are – this means understanding how customers behave online, the devices they are using and their route to purchase.” Not predicting the preferences of consumers saw many brands suffer problems beyond lower than expected growth.