Black Friday and Cyber Monday are just around the corner! That doesn’t leave marketers a lot of time to tweak their strategies and messaging or activate new audiences. Fortunately, Resonate AI-powered data empowers you to get the insights you need to market smarter to holiday shoppers and act immediately.
Whether you’ve been diligently planning targeted marketing campaigns for a few months or have been bumping up against your deadlines all year long, having better data will mean better retention and acquisition rates, a better customer experience, and more relevant marketing campaigns.
Below, you’ll find five insights Resonate’s AI-powered data engine, rAI, provides into 2024’s Black Friday, Cyber Monday, and holiday shoppers.
1. They like to get inspiration by scrolling through social media.
Black Friday and Cyber Monday deal finders use social media, primarily Instagram (66%), TikTok (42%), and Snapchat (36%), for shopping inspiration. Before making purchases, however, they like to conduct thorough research. They appreciate personalized advertising on social media based on their interests and interactions—the better to inspire the products they’ll be looking up all night long.
2. They want returns to be easy.
This year’s Christmas and winter shoppers value product quality and safety in their purchases but also appreciate personalized advertising and hassle-free shopping experiences. And, importantly, 31% prefer to shop at a retailer that makes returns easy.
3. Social media influencers may shape their product choices.
Consumers who are likely to travel during the holiday months engage in strategic shopping practices, value quality and uniqueness in products, and are influenced by social media influencers when it comes to making purchasing decisions.
4. Finances are weighing on their minds.
At the end of 2024, as reflected in the recent Resonate Holiday Outlook report, brand loyalty is down and consumer concerns about the economy and personal finances are up. However, there’s also good news: That doesn’t mean consumers don’t plan to spend at all. This season’s high-spend gift givers are mindful of financial decisions during the holiday season, and they’re planning to use coupons or discounts and to be budget conscious while they shop. They’re also managing debt effectively and may have concerns about potential economic instability.
5. Creative messaging may get the most attention.
Low-spend gift givers—people who won’t be shelling out big bucks on holiday gifts this year—value creativity, freedom, and expressing individuality. By incorporating these themes into your creative and messaging, you’ll be better able to resonate with this audience.
The Takeaways:
As always, your marketing strategies need to be tailored specifically to each audience you’re targeting. For instance, high-spend gift givers will love to hear about discounts in ads shown to them or to receive special coupons via direct mail or email. Holiday travelers are more likely to listen to social media influencers than the other groups of shoppers, and Black Friday and Cyber Monday shoppers can be found scrolling through Instagram, looking for inspiration.
Resonate will ensure you have the right data to successfully reach whichever holiday shoppers make up your target audience through a variety of ways:
Through your preferred DSP: Resonate’s data can be integrated directly into your chosen demand-side platform for seamless activation across digital channels.
Access through an existing Resonate Ignite subscription: The AI-powered Resonate Ignite Platform allows users to access, analyze, and activate insights, accelerating time to insight and improving data-driven performance.
Create custom audiences with Resonate: You can define custom audiences for any requirement using Resonate’s rich data elements, gaining insight and activating strategies across channels with data-driven precision and effectiveness.
Meet with a data expert today to explore how Resonate AI-powered data can seamlessly integrate into your marketing strategy.
