How to Nail Your White Friday Campaign in Saudi Arabia
Introduction
White Friday (Black Friday) in Saudi Arabia has transcended its status as a mere shopping event to become a cultural touchstone. As e-commerce and digital marketing continue to flourish, White Friday stands as a testament to the Middle East region's adaptability and eagerness to embrace global trends.
This guide provides insights from industry giants like Google, Amazon, and GoDaddy to equip you with the tools needed for a triumphant White Friday campaign.
Understanding Consumer Behavior
To craft a successful campaign, it's imperative to grasp the nuances of your target audience's behavior. Google's shopping behavior study sheds light on some pivotal trends:
Consumers kick off their shopping spree by the end of October, gearing up for the year-end sales season.
A significant 60% of consumers examine return policies before making a purchase decision while shopping online
Google remains a dominant force, with 87% of shoppers using its platforms. Additionally, 65% lean on social media, while 59% prefer renowned online marketplaces.
The surge in "Shop with me" videos, witnessing a 35% YoY growth in 2022, underscores the influential role of content creators in shaping purchase decisions.
Saudi Arabia's youthful demographic, coupled with 80% social media usage and 90% internet penetration, offers a fertile ground for digital campaigns.
Digital marketing tips
Prioritize social media platforms and Google ads in your campaign strategy.
Offer incentives like free returns and shipping.
Diversify payment options to include popular choices like Mada, credit cards, Apple Pay, STC Pay, Tamara, and Tabby.
Collaborate with influencers across platforms like Snapchat, TikTok, and Instagram to amplify your reach.
Have a clear banner on your front page mentioning white Friday deals
Include multiple touchpoints for your digital marketing strategy to reach your potential customers. Channels like email marketing, SMS, and WhatsApp are great choices.
Do Not Reinvent The Wheel
It has been done before. Amazon's strategy of lightning deals and time-sensitive discounts has proven successful. Online retailers like Namshi and Noon have embraced this approach as well. Promotions and sales usually start as early as November's first week. When setting your budget, historical data is your best ally. Analyze this year's performance against the previous year to set realistic sales targets. A simple formula can guide your budget allocation:
[Marketing Budget] = [Target Sales] ÷ [ROAS]
Your marketing strategy for the white Friday campaign should focus on higher ROAS. Online shopping is the default for many customers and digital activities are an easy way to have direct measurements
Digital marketing tips
Do not forget about Content Marketing and contextual targeting when designing your campaign
Look into past campaigns to determine your ROAS.
Set sales targets based on historical trends.
Infuse urgency into your deals with limited-time White Friday offers and flash sales.
What to Measure
Any successful campaign needs to have clear KPIs. While Amazon emphasizes metrics such as click-through and conversion rates, it is equally important to track:
Pageviews to gauge website traffic.
Bounce Rate to understand user engagement.
Product views to assess product popularity.
Cart activities, including additions and checkouts.
Ensure your ROAS aligns with your ROI expectations.
Digital marketing tips
Streamline the user journey by eliminating friction points.
Establish clear KPIs for each metric to facilitate real-time monitoring and adjustments.
Make sure your website is mobile-friendly
Here is a checklist for your White Friday Sales Campaigns:
A sense of urgency.
Clear discount structure.
Maintain a consistent promotional push.
Engage customers across multiple touchpoints.
Set KPIs and accurate measurements.
Assemble a technical support team, including webmasters and ad specialists.
White Friday is an unparalleled opportunity for brands to leave an indelible mark on the Saudi market. But, Do not forget to obtain a sales license from the Ministry of Trade. With detailed planning and a proactive approach, your White Friday campaign can be a resounding success. Here's to record-breaking sales!
