Zeta Global "announced record-setting results for its Zeta Marketing Platform, ZMP. Leading up to the kick-off of this holiday season, the uncertainty around today’s inflationary economy and signals of a pullback in consumer spending had concerned marketers, who are currently challenged with achieving more with less resources. In fact, according to a Zeta survey from October 2022, nearly 60% of consumers indicated that Black Friday and Cyber Monday were not going to be a major influence on their purchasing behavior this year. However, with the dust from this holiday weekend all but settled, the allure of Black Friday and Cyber Monday marketing campaigns have proven to still be a powerfully effective way for retail brands to acquire, grow, and retain customers. According to the National Retail Federation, the Thanksgiving holiday weekend drew a record 196.7 million shoppers, which grew by nearly 17 million from 2021 and is the highest figure over a 5-year period. This sharp increase resulted from higher product prices, higher consumer spending thresholds than previously indicated, and ultimately more efficient and effective digital marketing. This was evidenced by record levels of activity within the ZMP from Thanksgiving weekend (November 24 – 28, 2022), with brands continuing to place an emphasis on individualized marketing experiences powered by consumer identity and intent to reach their holiday sales goals. This year, the ZMP is reporting: +8% YoY increase in consumer digital consumption on Black Friday; 3x higher open rates YoY from customer email campaigns; +67% YoY increase in omnichannel digital messages served; +194% YoY increase in unique open rates for email campaigns; +45% YoY increase in unique click rates; +64% YoY increase in ad impressions served to online shoppers."
Published first on TheFly
