With intent, conversion and inventory rates expected to rise sharply, there are changes to the dynamics in how brands plan their campaigns. For example, YellowHammer SVP Sam Appelbaum said inventory prices on and following Thanksgiving make customer acquisition campaigns prohibitively expensive.
“Brands are better suited running their prospecting campaigns in the months leading up to the major shopping days, and then focus the media spend on those days to activate against customers that already in the brand funnel,” he said.
Opdyke said with Thanksgiving falling so late in the month this year, HookLogic had to press clients to reallocate budgets from December into November – the concern being that a brand could hit their November spend ceiling on a day like Cyber Monday, which requires a considerable outlay.
But for many stakeholders, from category leaders like Walmart and Amazon to small ecommerce markets or toy manufacturers, “There’s a two- or three-week period that could determine whether you have a great year or a terrible year,” said Opdyke.
“Brands see the value digital solutions can bring to shopping,” said Asay. “And there’s a feeling that if they build those platforms, that’s where consumers want to meet them. That’s the hope, at least.”