Current economic situation
We are in a turbulent period due to inflation, and this affects digital marketing ; we already talked about it on the blog last week. Economic uncertainty and the increase in the cost of living have altered the confidence and modified the habits of consumers and, as a consequence, also of companies. According to the results of the Google report, among current customer habits, 82% prefer to delay purchases waiting for certain discount periods, such as Black Friday , which will be held on November 25.
price increase concern inflation
Consumers are looking for more competitive prices, and some companies have therefore anticipated Black Friday; such as Amazon, which with the Prime Exclusive Offers campaign from October 10 to 12 reduced the price of some products by up to 35%.
What conclusions can we draw from last year?
According to this year's Google Consumer Survey, the following trends stood out in 2021 that can give us an insight into where the markets are headed.
E-commerce exceeded €16 billion in the fourth quarter of 2021. This represented an increase of 15.7% compared to the previous year .
The peak search season is getting longer and longer, spanning from October to January.
The reopening of stores has led to greater footfall , but has not impacted demand for online shopping .
2021 has been the year of fashion's comeback. After the bulk sms poland era of teleworking, the return to the office has led to an increase in clothing sales.
Black Friday hype
Black Friday searches start seven weeks in advance . The first weeks of October and even the last week of September.
Black Friday is becoming an increasingly anticipated phenomenon .
Although consumers do not know what they want to buy on Black Friday, they do have an idea and many of them will base their purchases on the offers.
Increased competitiveness at this time
Amazon, Apple, El Corte Inglés, MediaMarkt and Zara accounted for more than 65% of all brand searches for the term Black Friday.
Brands are aware and are investing more and more in this event.
There are many online and omnichannel competitors that create brand awareness weeks in advance to attract consumers.
The importance of audiovisual consumption
YouTube consumption increases during the high season , especially with content on fashion, beauty and technology. It is important to generate a winning strategy on this channel. We did this together with Lefties with a campaign in which we were finalists in this year's YouTube Works Awards . The results exceeded our expectations.
YouTube is the most consumed channel between 18 and 44 years old .
Youtube-trend-black-friday
The consumer profile in 2022
Consumer confidence continues to decline in 2022 as a result of Covid, the conflict in Ukraine and rising prices. Confidence is at levels lower than at the worst point of the pandemic.