Performance Horizon Blog

Performance Marketing Review: Is Cyber Monday Losing Its Sizzle?

Posted by Erik Mikisch on Dec 4, 2016 4:23:15 PM
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The Black Friday and Cyber Monday dust has settled, and the stats (including our own side-by-side data) have some asking if Cyber Monday has lost its sizzle. Although this year's Cyber Monday went down as the biggest day in the history of U.S. ecommerce with $3.45 billion in online sales according to Adobe, based on online sales growth rates, Black Friday could overtake Cyber Monday as early as next year. This analysis kicks off today's roundup of recent performance marketing, partner marketing, and digital marketing industry news, reports, and insights. 

Is Cyber Monday Losing Its Sizzle?

Cyber Monday has been the largest online sales day since Adobe started tracking retail ecommerce spending in 2012. But Thanksgiving and Black Friday online sales have more than doubled since then, outpacing Cyber Monday’s growth rate, as retailers from Wal-Mart and Amazon to Best Buy and Target push holiday promotions earlier than ever and spread them out over a longer period reports eMarketer. Retailers said there’s a consumer demand for that: Three out of four Wal-Mart customers said they want to shop online deals earlier, Adobe said.

Budgets Climb Again as Marketers Juggle More Demands

Marketing budgets have increased for the third consecutive year as the marketing leader’s mandate broadens and the CMO’s marketing tech spending approaches the levels of the CIO’s technology spend based on Gartner’s 2016-2017 CMO Spend Survey of 377 marketers in North America and the U.K. at companies with more than $250 million in annual revenue. Twenty-four percent of marketing leaders expect their 2017 digital advertising budget will rise significantly, suggesting that reports of advertising’s demise may be overstated.

Shopping Coming to Instagram Means Business for the Travel Industry

As reported by TravelPulse, Instagram will eventually find a way for businesses to tie purchases to Instagram posts. And according to Tnooz, it's "an exciting reflection to the travel industry." Robert Dawson, vice president of digital marketing and web development at Sabre Hospitality Solutions describes this viewpoint with travel describing the industry as compelling and shareable which are two key qualities as a marker. Similarly to Pinterest, Instagram is becoming a way to "merchandise products visually in a way which can encourage conversion." 

The Next Billion-Dollar Opportunity? Consumer Data Onboarding

As reported by MediaPost, advertiser spend on consumer data onboarding is expected to grow in the U.S. from $250 million in 2016 to $1 billion in 2020, according to research from Winterberry Group. The growth is attributed to the explosion in omnichannel marketing and the desire by marketers to tie offline data to online data. “As digital advertising increasingly seeks to address the individual—as opposed to a geographic area—marketers have moved toward ‘people-based’ matching, which necessitates greater onboarding accuracy than household-level solutions,” the report states.
 
10 Questions You Need to Ask When Assessing Marketing Technology

Finding the right marketing technology is easier said than done. There are countless solutions out there—each with their own enticing promises and flashy demos. To help sort through the platform perplexity and cloud-filled convulsion, marketers need to be prepared to ask the right questions. In a DMN feature, Ahmed Elemam, digital transformation consultant at Web and business solution provider AKN Solutions, shares his must-ask checklist.

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About Performance Horizon

Performance Horizon, the leading provider of SaaS solutions for digital partner marketing, enables brands to directly connect with their marketing partners to dramatically increase customer acquisition and drive high margin revenues from online marketing channels. With offices in the U.S., U.K., Japan and Australia, Performance Horizon's platform drives $3B+ in advertiser top line revenues across 190,000 marketing partners in over 183 countries.

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