This Week in Digital Marketing: Trends From Black Friday & Cyber Monday

Welcome to the first installment of One Twelfth's 'This Week in Digital Marketing'!


With this being the week of Black Friday and Cyber Monday, sales numbers are rolling in from the biggest shopping weekend of the year. Even more important, however, are the trends being indicated by the numbers.


Let’s just say that if you’re not investing in improving your digital store, you better start now. Black Friday and Cyber Monday 2017 won’t be as kind to retailers who don’t offer the same deals online as they do in stores.


Throw in some major acquisitions, including CNN’s attempt to connect with milennials, and you have a full week of digital marketing insights to digest.


1. 5 Marketing Trends to Watch for in 2017 


Key Takeaways


Live Platforms: "New live streaming platforms, better content, faster connection speeds, and bigger data plans, will lower the barriers for adoption."


Augmented Reality Apps: "We expect to see brands continuing to experiment with AR in different ways...Get ready for more direct use of AR within apps, both immersive experiences and tangentially related ones."


Chatbots: "Facebook has invested in the burgeoning bot industry, rolling out tools for businesses and developers to build bots on its messaging platform. So far, the social media giant has unleashed a 30,000-strong bot army..."


Immersive Video: "Shoppable films, 360 videos, GoPro, and Snapchat have all broke ground in the immersive viewing experience with huge success. However, "distribution of these video types is limited to a few platforms."


Improved Viewability: "It's time for brands to move away from media-based outcomes, such as views or clicks, and shift towards tangible business objectives such as sign-ups, downloads, and purchases."


2. Here's How much Engagement Holiday Retailers Are Getting in Social Media So Far


Key Takeaways


Standout holiday retailers so far include Nordstrom, Lowe's and Old Navy, with each excelling in terms of engagement, conversation and amplification. Fry's Electronics leads in terms of most activity, with 64 posts from November 1st through Cyber Monday.


Origamic Logic, the entity behind the study, tracks Facebook, Instagram and YouTube posts.


Nordstrom utilized a simple strategy going into Black Friday by posting glossy product photos and concise copy. Lowe's used Facebook Live to unveil its Black Friday deals to build some hype, earning 1.4 million views since its November 2nd debut.


Old Navy employed Amy Schumer to market its Back-to-School and Black Friday sales. However, if Bud Light's much maligned campaign featuring Schumer and Seth Rogen proved anything, the attention could be for all the wrong reasons.


3. Why Did CNN Acquire a Social Media Video Startup?


Key Takeaways


"CNN aims to attract the milennial audience of Berne and plans to integrate Berne's technology in the new company and develop mobile video capabilities for CNN's portfolio of digital properties. Additionally, the media network plans to hire dozens of producers, builders, designers and content creators for the new venture.


The primary purpose of this deal seems to be to bring authenticity to the news and media environment and draw in a younger audience that has largely been untapped by the cable news network."


4. Oracle Simplifies B2B Digital Marketing with Revamped Lead Generation Tools


Key Takeaways


"New capabilities give marketers the power to align sales and marketing by making approved marketing content more easy to find, track and share, the company claims...Oracle is empowering marketers to quickly create and share compelling content across their organization and reduce the number of steps required to identify and pursue new leads."


5. Cyber Monday Sales Hit a New All-Time Record in 2016


Key Takeaways


"It's official: Cyber Monday 2016 was the biggest day in the history of U.S. e-commerce. Consumers spent $3.45 billion online on Monday, according to Adobe Digital Insights, easily blowing past initial estimates..."


"Adobe's principal analyst, Tamara Gaffney, noted that Black Friday's online sales were only $110 million below those of Cyber Monday, and said Black Friday next year could become the top online shopping day."


6. 6 Charts Showing How Social Media Influencers Work with Brands


Key Takeaways


In terms of importance, the most important platforms...

  • Personal blog
  • Facebook
  • Instagram


How do you measure your influence/success...


  • Traffic
  • Shares of your posts to social channels
  • Re-engagement from brand for additional assignments


Biggest mistakes brands make working with you...


  • Not enough compensation
  • Overly restrictive content guidelines
  • Not providing adequate time


How do brands typically want to reach your audience?


  • Sponsored content
  • Product reviews
  • Ambassadorships


7. Clarkson and Co. Launch New Motoring Social Media Network


Key Takeaways


"With the modest aim 'to shape the next generation of digital media' DriveTribe is described by Hammond as the equivalent of Twitch for gamers or TripAdvisor for travelers, and by Clarkson as like 'YouPorn, only with cars'. In short, it's designed to be a hub for every kind of motoring-related content."


8. Cendyn Buys Guestfolio to Expand its Hotel Digital Marketing Solutions


Key Takeaways


"The acquisition of Whistler, British Columbia-headquartered Guestfolio will enable Cendyn to offer a more comprehensive feature set on the hotel-marketing side of the business as Guestfolio is stronger in the boutique hotel segment, says Tim Sullivan, Cendyn's chief sales and marketing officer."


9. Twitter Releases New Christmas Shopping Data for UK Users [INFOGRAPHIC]


Key Takeaways


"82% of 18 to 24 year old Twitter users in the UK start shopping for Christmas before December."


"2 in 5 UK Twitter users say the platform helps them learn about new products and brands."


10. Accenture Acquires Karmarama to Expand Digital Marketing Services


Key Takeaways


"The acquisition is part of Accenture's strategy to expand the company's digital marketing presence globally."


Accenture's acquisition is just another example of brands making the pivot to focusing primarily on the digital aspect of marketing and advertising. They've already "been growing in the digital marketing sector through acquisitions" with acquisitions of agencies in Brazil, Sweden, Japan, Hong Kong and the United States.

Making the Case for Social Media

There’s no debating it: Social media, and the digital medium as a whole, has emerged as a substitute to traditional advertising practices for brands of all sizes.


Add in the growing number of those cutting the cord and you have even more incentive to advertise predominantly online.


Almost all major brands have realized this, resulting in portions of their marketing budgets from common mediums, such as television and radio, being deviated to build a social media presence.


Smaller brands have also taken advantage of the medium’s cost-effective advertising, but have seen their reach taper off in recent years due to heavy spending from larger brands:


"The State of Retailing Online 2016, an annual study conducted by NRF and Forrester Research, found that 92 percent of retailers are investing in social media marketing to some degree and looking for ways to update content to stay on trends.

About 55 percent of retailers surveyed also said they are increasing their online merchandising budgets, a portion of which is clearly earmarked for social media activities that engage consumers to promote two way interactions."


Regardless, social media’s ubiquitous platform provides small and medium-sized businesses with exposure they would have never dreamed of. In a survey of over 7,500 local businesses that purchased local ads in 2016, Borell, the organization behind the survey, found that "local businesses have ramped up their use of social media to help drive business and generate new customers."


As much as it seems that every person you know has a social media account, you may be surprised to learn that social media is only gaining users. While Twitter is pulling up the rear with only a 3.15% increase between the 3rd quarters of 2015 and ’16, Facebook experienced a 13.6% increase in the same period and LinkedIn a 15.2% increase.


Instagram witnessed a 20% increase between September 2015 and June 2016. All of this may seem like a boom, but it also muddies up the landscape because there are so many platforms to post on. It’s up to the brand to do the research on where the audience is.


Unsurprisingly, "Facebook was the number one choice for local advertisers with 96% responding they have  Facebook page. Twitter was a distant second at 51%, and LinkedIn came in at 41%."




It can be daunting to a newbie. You need to ask yourself a few questions before stepping up to the task:


Which social media platform is best for me work on?


How much money should I invest?


What type of posts should I make?


How often should I post?


The greatest issue with starting out on social media is the idea that it’s easy. Failure and frustration is a common characteristic among new businesses starting out on social media because they believe it’s as simple as making a sales-y pitch, attaching an image, and sending the post out.


It doesn’t work like that, at least not anymore. Strategies need to be put in place. Budgets need to be created. Research into best practices needs to be done. Basically, an entire comprehensive rundown of your social media plans should be resolved before you even begin posting.


Now, does this mean you should keep a rigid schedule? No. While you should have prepared copy to pitch your product, you should also have a free-flowing schedule that allows for transparency into your business.


Or, to make things even easier, a brand can simply hire a digital marketing agency that specializes in social media strategy, copywriting, implementation, and moderation.


Social media is simply too valuable a resource to waste. Without the proper funds and research invested, an inexperienced brand is doomed.


Experts in the field are a necessity; an expert at crafting concise copy that delivers an impactful message, an expert at graphic design that can create appealing images; an expert at website design that can make a landing page that converts; an expert at moderation that knows just what to say to disgruntled commenters; and an expert at SEO that can identify the right keywords, among others.


It takes a village to raise a brand on social media. Going at it alone and without the tools and people necessary to help it succeed are only going to hamper your efforts.


Interested in raising your social media standing or looking to start out? Visit our Facebook for more info, email us at or visit:

3 Examples of when Social Media Completely Backfired

Social media is not as easy as it may seem. Sometimes the painfully obvious doesn't hit you until it's too late.


In the cases of these three social media accounts, it was way, way too late.




A few weeks ago, the Florida State University PR department had the bright idea to setup a Twitter Q&A with their Heisman Trophy winning quarterback, Jameis Winston.


What could go wrong? A popular quarterback that just won both of college football's most prestigious awards (He also led his team to a National Championship victory) with a bombastic, outgoing personality sounds like a PR dream.


What Florida State seemed to forget was that Winston had been caught up in some rather embarrassing controversies, including stealing crab legs from Publix and being accused of a rape that may have been swept under the rug.


Naturally, the questions turned out to be tweets such as this one:


and this one:


and this one, too:


Before you prompt a Twitter campaign like this: Stop. Think. Remember the subject of the questions stole crab legs and was accused of rape.




I am going to post the comment sections of three consecutive posts from Nestle. Brace yourselves.












Maybe it's time for Nestle to hang it up, rather than having their comment sections blasted with accusations of using GMO's, saying water "should not be a public right", and even slave labor.


Oh, I missed the comments about slave labor. Well, here they are. In all of their glory, with no community manager to delete or answer them:




Want to read more? Just go ahead and check out Nestle's review section!


JP Morgan does a Twitter Q&A


Jameis Winston still has plenty of fans from Florida State to ask him legitimate questions. JP Morgan? Not so much.


Tweets like this one should have advised the community manager immediately that not only was this a bad idea, but that they should start looking for work elsewhere:


And it gets worse. So, so much worse:


JP Morgan's response was predictable:


It took them three hours and thousands of angry tweets directed at them to conceive that this was a bad idea.


You have to feel for the social media managers of companies such as JP Morgan and Nestle. It's not their fault they work for companies that take away people's homes and take water from a drought-plagued region.


Some companies just shouldn't be on social media.