The news: With the holiday shopping season in full swing, relationship marketing provider CM Group and television analytics firm iSpot released data on how brands and retailers doubled down on email and TV during the critical Black Friday and Cyber Monday selling period.
The power of email: CM Group’s marketing technology powered more than 12 billion email sends from November 22 to November 30.
Tuning in: National TV ad spend around BF/CM was up 6.4% ($184 million), but impressions were down 4.6% (18.49 billion), per iSpot. That’s not insignificant, as it indicates that TV ad spending is getting more expensive at a time when advertisers really need to reach consumers to hit their end-of-year goals.
The big takeaway: While TikTok, augmented reality, and metaverse marketing opportunities are certainly flashier and worthy of headlines, a vast amount of time and effort goes into email marketing and TV advertising—and they’re not going away anytime soon.
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