Industry Comments: Why Black Friday is a ‘Golden Opportunity’ for Digital Marketing

“While 2018 has been a year full of consumer concern over the way their data is used and stored, the demand and expectation for brands to deliver tailored, engaging, and personalised content is still high.

“Ahead of Black Friday, Cyber Monday and the Christmas period, consumers will be inundated with ads and emails containing special offers and discounts, creating a saturated environment that will make it difficult for brands to stand out. The key to overcoming this challenge is for them to use data combined with machine learning (ML) to inform their campaigns.

“UK consumers spent 1.4 billion on Black Friday in 2017. For brands to capitalise this year they require data sets and advanced technology that delivers in real-time, making the most of ad spend while providing the best customer experience with more relevant and timely content.” – Michele Marzan, CSO