Traditional Techniques Outperform New Age Social Media Marketing on Black Friday Weekend

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In examining aggregated customer data, Divvit finds that traditional marketing techniques, SEM and email marketing, largely outperformed social media channels in driving traffic and revenue during Black Friday Weekend 2017.

Divvit, an intelligent analytics company for growing merchants, has released statistics from Black Friday Weekend, including Cyber Monday, which provides surprising results for which channels had the biggest impact on their customers’ sales.

Divvit analyzed aggregated merchant data throughout the month of November to track the biggest changes during Black Friday Weekend, analyzing nearly 11 million visits and over 250,000 orders during the 28-day period.

It came as no surprise that Google organic and paid had the highest impact on traffic, sales, and conversion during Black Friday Weekend. However, email marketing had more than five times the impact for Divvit’s merchants than social organic and paid channels.

Principal findings during Black Friday Weekend:

  • Merchants experienced a 45% traffic spike from Google paid and organic search, and nearly as high a spike from email newsletters at 44%.
  • Traffic increase from social media during Black Friday Weekend was quite a bit lower, with only a 20% increase over the 4-day weekend.

While many expected social media to play a larger role in Black Friday, the channels failed to deliver customers to ecommerce websites during the holiday weekend, while Google paid and organic search and email marketing brought in customers who were actively looking for promotions.

David Linell, CEO of Divvit, had the following remarks:

“We truly thought that Facebook and other social channels would have a bigger impact on our merchants’ traffic and orders during Black Friday Weekend, but traditional email marketing still proved essential for marketing campaigns and events, superseded only by Google.”

About Divvit:

Divvit is an intelligent ecommerce analytics platform that empowers online retailers, by providing real-time data that helps you better understand the effectiveness of your marketing, your visitors behavior and optimize your store for sales. Divvit is the easiest way to harness the power of your data. With our analytics platform you’ll be able to:

Save Money - Track your marketing spend across all channels to ensure efficient spending
Use Order Attribution - Last click, weighted or anyway you want to attribute!
Save Time - Get dynamic reports that give you the insights you need instantly

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