Kwanko conference at Cross Border 2016

1. CYBERWEEK 2016
ARE YOU READY ?
27 days left to one of the most important period in the Retail calendar

2. WHO IS KWANKO
Your 360° Partner for cross-device Digital Advertising
CPA campaigns
to boost the
revenues of your
websites
Sales Leads Traffic Downloads
CPL
campaigns to
increase your
database
CPC and
ClickTime
campaigns for
quality traffic to
your site
CPD campaigns
to boost your app
download and
ranking

4. CYBERWEEK 2016
START OF THE CHRISTMAS SHOPPING SEASON
Friday, 25th Monday, 28th
BLACK
FRIDAY
CYBER
MONDAY
NOVEMBER CHRISTMAS
Saturday, 26th Sunday, 27th

5. 2015 KEY FIGURES / US MARKET
$4.45 BN
Amount spent by Online Shoppers - US Market
$2,75 BN
Brought in e-commerce sales, up 14%
from 2014
* Sources Adobe

6. 2015 KEY FIGURES / SPANISH MARKET
6,4%
of total online sales in Spain are made during the
Black Friday
1,172 M€
spents by Spanish online shoppers during the
Cyberweek

7. 2015 ONLINE PURCHASES
55%
Cyberweek shoppers buy
online
1/3
Of online shoppers used their
mobile phone to make purchases

8. 2016 FORECAST
Sales on Mobile will be higher than sales on desktop
3 BN
shoppers will buy online

9. THE DAY YOU CANNOT MISS…
DAY OF THE YEAR PEOPLE PURCHASE ONLINE FOR
THE VERY FIRST TIME
DAY OF THE YEAR ADVERTISERS ACQUIRE THE LARGEST % OF NEW CLIENTS

10. 10 TIPS AND TRICKS FOR
A SUCCESSFUL CYBERWEEK

11. MAKE A KILLER LANDING PAGE1
IMPACT YOUR AUDIENCE
- Keep it brief and clear
- Use the right Keywords (blackfriday)
- Include a countdown
- Create a “don’t miss out” effect
PLACE YOUR BEST SELLER PRODUCTS
- Attractive deals and discounts
- One per top vertical
BE CREATIVE
- Include nice formats (video etc.)
- Fit your graphic charter with Black Friday’s

12. 2 BE RESPONSIVE
SEARCH & BUY ON MOBILE
SEARCH ON MOBILE TO
BUY INSTORE
EASY TO OPEN AND LOAD
- Your message mustn’t take more than thirty seconds to open
- consider different mobile screen sizes, from 4-inch versions to XXL versions
Lightweight images, short and punchy titles that fit on one line, even on a small screen.
2016 BIGGEST CHALLENGE

13. CAPTURE LEADS3
MAKE IT CONVERT…
- Dedicated Landing Page
- Lead capture form
- Strong and visible CTA
… TO COLLECT NEW CUSTOMERS
Send it one month before the “B”day : build your own
prospection database
PARFOIS B-CASE
Portugal – LP Black Friday 2015

14. THINK ORGANIC4
A Year-Round SEO strategy is very important
Not only during the Cyberweek period

15. BUILD EXPECTATION !5
CREATE EXPECTATIONS WEEKS
BEFORE THE EVENT
- Exclusive deals and promotion
- Countdown
- “Only 15 days left to Black Friday, be
Ready !”
« PARFOIS » B-CASE
Portugal – Email Black Friday 2015
Creation of LP + Kit-email (included in the CPL)
Sent 1 month before Black Friday (CPL) + 4 days before (CPC) on different databases

16. CONTENT IS KING !6
ENGAGE YOUR PROSPECTS
WITH QUALITY CONTENT
- Discounts and deals
- Top 10s
- Infographics
- Market research
- Products review
- Advices
- Videos
KWANKO B-CASE
Italy – LP Black Friday 2016

17. LET THE WORLD KNOW !7
DISPLAY MASSIVELY THE
WEEK BEFORE THE
EVENT
- SEA
- RTB Display
- Emailing
- Exclusive networks
- PR
- FB Retargeting

18. INFLUENCE MARKETING8
FIND 3 TOP INFLUENCERS TO
TEST YOUR BEST SELLER
PRODUCT AND SHARE IT WITH
THEIR FOLLOWERS
#BLACKFRIDAY

19. BE READY ON THE “B” DAY9
UNAVAILABLE
ITEMS
SERVER
CRASH
DON’T GENERATE FRUSTRATION AND DISAPOINTMENT

20. RETAIN YOUR NEW CUSTOMERS!10
70%
of all online shopping carts were abandoned before
completing a transaction on Black Friday 2015
ABANDON
USE DISPLAY & EMAIL
RETARGETING TO INCENTIVE
YOUR CUSTOMERS TO FINALIZE
THE PURCHASE
- Free shipping
- Product giveaway
- Gift Card
- Extra discount

21. THANK YOU
JAVIER CORRERO
Country Manager Spain
javier.correro@kwanko.com
www.kwanko.com
www.facebook.com/KwankoGroup