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SMS and Black Friday
Trends in 2020

What place does Black Friday occupy in the marketing events of the year? How important is it to brands? What dynamics do they perceive? And above all, what impact has COVID-19 had on the marketing strategies they are considering?

This infographic illustrates the responses to the survey on an event that has become a must-attend over the years and which this year has a special flavour for the brands - retailers and e-retailers - that we surveyed at the end of October/beginning of November.

infographic smsmode - SMS and Black Friday 2020

An event that has become a must-attend event for brands...

First introduced in France ten years ago, Black Friday has become the 4th most important commercial event for brands, after the summer sales, the winter sales and Christmas. A growing success, as our study shows, with almost 55% of brands claiming that Black Friday is an increasingly important sales event.

Faced with the growing success of this event, Black Friday is now a real commercial highlight and launches a series of marketing operations including during these few weeks of the end of the year, Black Friday, Christmas sales and winter sales.

 

Marketing campaigns re-invented for this Black Friday 2020

In view of the health context, the marketing campaigns linked to this Black Friday 2020 have been rethought by brands. While 46% of brands plan to run smaller SMS campaigns than last year, of which 55% make the link with the pandemic, 29%are planning to run larger SMS campaigns!

Indeed, for 36% of advertisers, this 2020 edition is all the more strategic for their business. The confinement and closure of physical shops are leading to a metamorphosis of the operation. And for brands, SMS remains a particularly suitable channel for promoting the event as it combines efficiency and immediacy. 52% of the brands surveyed will even use SMS exclusively to promote their Black Friday 2020 offers.

Marketing for events like Black Friday is still reinventing itself, with the advent of new mobile messaging channels like WhatsApp Business, or RCS, which allows brands to share richer content with contacts (Videos, files, images, carousels...).

In addition, RCS introduces a new concept in mobile marketing: conversational commerce. A new approach to communication that allows your contacts to interact with brands, a growing expectation for all consumers.

TO GO FURTHER...
RCS presentation documentation
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