Timothy Clayton

Every year, many businesses tell themselves that they’ll start working on their Black Friday promo period sales strategy early this year. However, when October comes around, they yet again find themselves scrambling to prepare for the most important sales period of the ear. This is the biggest mistake any business can make, and our Black Friday report our Black Friday retargeting campaigns report, and this article, are designed to help you understand why.

Austrian architect Victor Gruen came to America during World War Two with an inspired vision. So inspired, in fact, that he went on to design and build something that would define American culture for the next century. Something beautiful and grand, but which the analysts tell us is now dying: The Great American Shopping Mall.

Purchasing a car is a complex user journey with multiple stages. While most buyers are, surprisingly, undecided on a brand or model when they start their journey, they now move more quickly through the funnel than previously. From 2017 to 2019, the time spent on the purchasing process dropped from 118 days to 96 days, and the time spent researching online fell from 13h 48m to 13h 06m.

The ultimate aim of digital ad campaigns for any online brand is to serve each unique user with products that they will want to buy or ads that effectively raise the brand’s awareness. The better targeted the ads, the more likely the user is to interact with them.

When setting up ad campaigns, many companies have relied on targeting tools such as their pre-existing assumptions about their customers in order to create target groups for advertising messages. Of course, businesses know an awful lot about who buys their products, and these targeting tools and data are useful. However, making strong assumptions can also lead to bias, which can eliminate valuable potential customers from the campaign.