As another Black Friday draws to a close, businesses up and down the country are reflecting on how they performed over one of the year’s busiest shopping weekends, however this fixation on seasonal spikes can often come at the expense of long-term growth.
Today I will be sharing why we at Medialab believe that while Black Friday is an event, data-driven marketing is an ongoing journey which delivers more sustainable and predictable returns than chasing short-lived wins.
Year-round data for more predictable returns
The real power of marketing data lies in its ability to provide a comprehensive picture of your audience, campaigns, and overall market trends. When used consistently, data can help businesses:
- Uncover niche, industry-specific seasonal trends that aren’t tied to traditional retail holidays.
- Optimise budgets by identifying high-performance periods throughout the year.
- Deepen audience insights through continuous behavioural tracking.
When data becomes the foundation of your digital strategy, every pound spent works harder, whether it is Black Friday or just another Friday. So, what data should you be looking at? We’re not talking platform metrics like traffic or CPA here; we think that all clients need to be layering in business relevant data to really supercharge performance.
Start by getting to know your audiences. Data on demographics, behaviours, and interests enables precise targeting, ensuring your message reaches the right people at the right time. This fosters greater engagement and improves conversion rates, reducing wasted spend and boosting results.
Competitor data is equally critical. Knowing how rivals position their products, structure their campaigns, or adjust to market dynamics provides a strategic edge. By analysing their strengths and weaknesses, you can identify opportunities to really stand out.
Meanwhile, tracking trends can help you stay ahead of the curve. Consumer preferences and seasonal demands are the bedrock, but why not consider the interplay between external variables such as sporting events, political turmoil or even the weather. Trend data ensures campaigns remain relevant and responsive to market condition throughout the year.
The interplay of audience insights, competitive intelligence, and trend analysis allows for personalisation, agility, and innovation. Digital marketing is no longer about guesswork; it’s about data-driven strategy. In an ever-changing landscape, those who harness and interpret data effectively can achieve superior results, keeping their brand competitive and thriving.
Here at Medialab, we put our marketing intelligence platform, Apollo, at the heart of everything we do to help clients make the most of their data. It provides insights, challenges what has gone before and helps us predict and understand future people behaviour. If you haven’t heard about Apollo before, why not get in touch?
Setting the foundations for your data
You’ve got your data, but we need some actionable steps. Take a step back and consider the fundamentals to translate your data into a data-driven approach.
- Remember to set clear goals: Whether reducing CPA or increasing repeat purchases, align your campaigns with measurable outcomes.
- Leverage the platforms: Leverage tools within platforms such as Google Ads and Meta to target distinct groups by behaviour or intent, show off the newest ad formats or take customers on a journey.
- Make the most of automation: Smart bidding, dynamic ads, and other automation features save time and amplify results by responding to real-time data.
- Double down on first-party data: With privacy regulations tightening, your own customer data is an invaluable asset for personalised and compliant marketing.
Treat every campaign as a learning opportunity.
We love a good test here at Medialab, and so do your campaigns. Testing, analysing, and refining strategies is the key to staying ahead. Consider:
- A/B testing: Small experiments with copy, targeting, or bidding can reveal powerful insights that can lead to new ways of thinking and positive results.
- Forecasting: Combine past performance with market factors to identify future opportunities for growth within your campaigns.
By fostering a mindset of continuous improvement, you are not just running campaigns, you’re building a smarter, more resilient marketing ecosystem.
Move beyond Black Friday
Black Friday and Cyber Week are exciting, but their value is not just about immediate revenue. The real win is the insights you gain from the data it generates. Insights that can power smarter decisions all year long.
At Medialab, we’re here to help businesses embrace data as a driving force behind sustainable, scalable marketing strategies. Ready to take the next step at put data at the heart of your digital activation? Let’s chat and find out how we can help.
