Is your brand prepared for Black Friday?

The biggest shopping day of the year is only 2 days away. Falling on 25th November this year, it is the perfect opportunity for brands to offer major discounts and generate brand awareness, and for consumers to buy goods at discounted prices and be introduced to brands that may have not considered before.

According to PWC's 'What do consumers have planned? Black Friday and Cyber Monday 2016' report, UK bargain hunters are expected to spend nearly £3 billion over the Black Friday weekend and Cyber Monday, while the majority of transactions will be made online and mobile will overtake desktop in online searches. For the retail sphere and performance marketing industry, this is translated as the biggest online shopping day for the year, so it is extremely important for online retailers to track and analyse customer journeys across multiple channels and devices.

Having a tool which identifies the contribution of individual publishers in the customer journey and being armed with accurate and real time information about customers' complex journeys from research to purchase, brands can target shoppers more effectively, improve marketing campaign effectiveness and maximise return on investment. A fast and user-friendly campaign management and tracking platform, like Marketing Town, which features a customisable interface that allows brands track any sort of online and offline advertising, is probably the best way to go in capturing sales data, and improving profit margins and customer satisfaction.

As the big day approaches, businesses need to consider if their website can deal with high volumes of traffic and if their tracking is in shape for Black Friday. With consumers looking for the best deals and offers during those days, it is self-evident that affiliate networks will play a key role in influencing consumer purchasing decisions and sales. Right preparation is therefore critical to success. After all, Black Friday is a period that advertisers unlock valuable insights for business growth.