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Before you dive into your Thanksgiving turkey, here’s a quick serving of the latest marketing insights to power your Black Friday success. Our latest newsletter explores how brands are navigating the evolving holiday shopping landscape.
This week’s key highlights:
Black Friday’s shifting timeline: New data reveals shopping momentum starts 10 days before BFCM, with brands seeing 25% revenue spikes as early as November 18th
Measurement matters: Learn why traditional last-click attribution might be limiting your success, and how advanced measurement tools can unlock better performance
Brand partnerships spotlight: Discover how the Wicked movie launch is redefining branded collaborations, with over 60 major brands creating innovative campaigns
EDITOR’S PICK
#BRAND PARTNERSHIPS
Move Over Barbie Mania, Brands Are Defying Gravity With Wicked
The cultural phenomenon of Wicked, long adored as a Broadway staple, reached stratospheric heights with the release of its cinematic adaptation this month. The film broke box office records and rewrote the rules of brand collaborations.
Over 60 brands, from beauty powerhouses to food giants, have joined forces with Wicked, conjuring a marketing story .
But why did these campaigns resonate so powerfully? The success of Wicked-themed branding lies in its blend of nostalgia and novelty. The original stage musical has a loyal, multigenerational fanbase, and the film’s release brought its story to new audiences.
GUESTS AT THE TABLE🍴
BLACK FRIDAY INSIGHTS
Are You Measuring What Matters This Black Friday?
By Jamie Bolton, Fospha
Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:
Benchmarking
Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.
Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊
Measurement
Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.
The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.
🌟 Let’s make this Black Friday your most successful yet!
WHAT WE ARE READING
AI is Changing the Way Marketers Work and Get Hired
AI is reshaping marketing, causing stress among professionals due to rapid changes. LinkedIn’s study highlights AI’s role in automation and optimization, yet emphasizes human skills like creativity and collaboration.
Despite AI’s growing presence, the study suggests that human judgment and creativity will continue to play a crucial role in marketing. Technical skills, including AI proficiency, are still valued, but the focus is on balancing these with human-centric abilities.
3 Steps to Increase Your Martech Budget
Martech budgets have decreased by 18% over six years, driven by a shift in control from CMOs to IT and CFOs. To secure investments, companies must rethink metrics, align team objectives, and prove martech’s value. This involves using value-focused metrics, identifying agendas, and clarifying stakeholder roles.
B2B Newsletter Marketing: How It Differs From Email Promotions & What Brands Can Learn
B2B newsletter marketing differs from traditional email promotions by focusing on content value rather than conversions. It builds trust and thought leadership, offering monetization and sponsorship opportunities. Effective newsletters require consistency, creativity, and technical optimization, emphasizing personalization and audience engagement to establish a direct line to decision-makers.
WHAT WE ARE LISTENING TO
🎙 MARKETING SCHOOL
Kamala Harris’ $1bn Campaign: Where Did It All Go?
Eric Siu and Neil Patel analyze Kamala Harris’s $1 billion campaign, emphasizing marketing efficiency over expenditure. They explore the impact of political outcomes on daily life and the decline of traditional media in favor of alternative platforms. The discussion highlights the importance of strategic spending in political campaigns.
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