by Emma Munbodh

It’s the sale of the year – or so the high street claims – but Marks & Spencer has basically announced it’s bowed out of Black Friday for good.

The annual clear-out, led by mammoth chains Argos, Amazon and Currys PC World, saw firms rack up millions of pounds in sales last year – at its peak Currys took in five orders a second, while Argos reported 18 transactions a second.

And this year consumer appetite is set to hit another record with Brits expected to splurge a mammoth £4.5 billion over the 24 hour event, according to price comparison site Finder. That’s compared to £2 billion last year.

But Marks & Spencer has said it won’t be buying into the retail bonanza.

In a conference speech, M&S chief executive Steve Rowe recently said the chain would not be participating in Black Friday for the second year running, claiming it merely “sucks sales forward”.

He said: “We didn’t do it last year either. When we did do it, we found it sucked sales forward. Customers are more interested in different types of technology, like TVs, which we don’t sell.”

Black Friday has traditionally been about shoppers cashing in on cheap technology – in 2014 it was carnage at Asda over its limited time only cheap TVs.

In fact, a One Poll survey by Purch this month found 41% of people planning to shop this Black Friday will be investing in video games, tablets and TVs, which could shed some light on M&S’s decision to pull-out.

Read the rest of this article on The Mirror.

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According to Purch’s 2017 Christmas Spending Survey, Black Friday will account for 41% of Christmas gift spending in the UK this year.

A further 22% will be done in the final two weeks leading up to Christmas eve. The UK festive period in the closing days of 2017 is likely to be defined by the uncertainty associated with Brexit.

With many people reigning back on spending and retail sales taking a hit, the proportion of shoppers who said they would be looking to snag tech-related bargains has jumped 17% since last year.

A third of the 2,000 UK adults surveyed said that the UK’s impending exit from the UK, and the current air of economic uncertainty it has created, makes it more likely that they will seek out bargains on Black Friday as part of their Christmas shopping.

Read the rest of the article by Colm Hebblethwaite on MarketingTech.

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As we enter the final stretch of 2017, many marketing managers and decision makers will be starting to prepare for next year.

A constant theme of modern marketing is the breakneck pace of technological change. Every year sees innovations in the way that consumers interact with brands and in the methods that companies can use to reach out to their audiences.

2017 has been no different, with a host of new technologies breaking into the mainstream. So, what will UK marketers be aiming to incorporate into 2018’s sales and marketing strategies? Digital content company Purch asked 100 marketing managers in a bid to find out.

Read the rest of this article by Colm Hebblethwaite on MarketingTech.

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Purch president and COO, Doug Llewellyn, discusses how different web properties at Purch serve audiences with content and information, enabling better and more informed purchase decisions around IT products and services. Doug also explains how Purch enables its marketing customers to reach intent based buyers and how he seeks to optimize customer content and increase the lifetime value of a member. 

Listen to the full podcast with marketing expert Scott King.

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Last month, Facebook announced additional metrics to give advertisers more insight into consumer behavior, including how many visitors come to their websites after clicking on ads and whether those individuals are new or returning visitors…

And as the balance of power between Facebook and advertisers shifts more in favor of the latter, here are the four demands marketers should make in order to glean as much insight as possible:

More Third Party Verification

According to Mike Kisseberth, chief revenue officer at digital publishing and marketplace platform Purch, the key phrase is third party verification. In other words, it’s not that these new metrics aren’t interesting measures marketers will like, but these marketers are still stuck having to simply trust Facebook. Third party verification, on the other hand, would enable marketers to take the data more seriously.

“Third party verification is important because it allows you to trust the numbers there,” Kisseberth said. “As marketers, the responsibility is ultimately on you to know if [ad dollars] are contributing to the revenue of the business…I think there’s a balance point – third party verification is something marketers want, but they also…[need] to figure out if the money they’re spending is actually contributing to sales. You have a third party measuring whether it’s viewable, but did it actually drive performance at a level that is justified given the spend?”

Read the full article by Lisa Lacy here: http://www.thedrum.com/news/2017/07/17/here-are-the-four-metrics-every-marketer-should-demand-facebook-and-other-walled

 

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