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What Every App Marketer Needs to Know to Be Ready for Black Friday

Black Friday (alongside Cyber Monday) is exploding worldwide– particularly in Latin American countries such as Mexico, Brazil, Argentina, and Colombia. This is the time when ecommerce marketers need to create strategies to actively engage these customers and drum up more sales & profits. App marketing is a powerful tool because consumers have their phones right at their fingertips and can easily make purchases and take advantage of deals with a few taps on the screen.

But what information do marketers need to know and what tactics can be used to be fully prepared for this holiday season in 2022?

In this article, we’re going to explore data and trends involving the state of retail ecommerce in Latin America and what techniques advertisers can employ to drive user acquisition and growth this Black Friday & Cyber Monday.

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What The Data Says About LATAM Ecommerce Growth in 2022 & Beyond

Let’s first delve into some interesting stats presented by eMarketer’s Latin America Ecommerce Forecast 2022 report.

One important note to remember is that physical retail stores still reign supreme in Latin America, where traditional brick-and-mortar stores account for over 80% of retail sales throughout all Latin American countries.

However, that doesn’t mean online sales aren’t still significant. Although the boom seen during the pandemic is slowing down, ecommerce is still expected to reach over $1 trillion by 2026. Here are some of the key countries to keep an eye on and how much ecommerce is expected to grow:

●  Argentina: 12.0% in 2022 to 15.9% in 2026

●  Brazil: 12.3% in 2022 to 18.9% in 2026

●  Mexico: 12.4% in 2022 to 16.5% in 2026

To put this in perspective, let’s look at Brazil. It’s expected to surpass Canada in 2024 and take the 8th spot in global rankings for retail ecommerce sales. And by the time we get to 2026, Argentina and Mexico will be ahead of countries such as Japan and France, which are expected to sit at 15.8% and 14.3% respectively.

What Role Will Mobile Sales Play in 2022?

Apps are expected to take a bigger slice of the ecommerce in the future– more than 60% based on eMarketer’s research. Looking at this year alone, here’s the makeup of the three countries listed above and Latin America as a whole: Argentina (65.3%), Brazil (61.0%), Mexico (58.3%), and LATAM (60.1%).

With that in mind, it’s no wonder why mobile commerce is expected to break $100 billion in sales this year– with a lot of it driven by Black Friday & Cyber Monday sales. The report says a lot of this growth will be led by Brazil and Mexico, where it’s expected the combined sales from both countries will make up around 60% of all mobile sales this year.

How Do App Marketers Capitalize on This Info?

In the remainder of this article, we’re going to look at some ways app marketers and retail ecommerce can get the most out of this info provided by eMarketer. While they provided a couple of important tips in their report, we’ll also cover some other interesting data and a mobile marketing strategy or two that’s shown success in the past.

Understand the Market Dynamics

While impulse buys are part of U.S. culture and habits, the same can’t be said when it comes to shoppers in LATAM countries. They are more “price-conscious” and will go through several search results and compare the prices from multiple retailers before making a final purchase.

Another thing to keep in mind is economic challenges individual countries may face. For instance, recent policy proposals in Brazil are seeking a tax hike on imported goods bought online and help local business owners compete with ecommerce. The new policies surrounding shipping and delivering could mean higher prices for online shoppers.

Make Sure Your Site & App is Mobile-Ready

Another point in the report is that 20% of ecommerce sites have poor mobile site design. This translates to over a quarter million of businesses losing out on potential because their store isn’t mobile ready and consumers go to another site. The same logic needs to be applied to apps too– the first step is using a mobile app design that is attractive and simple to use.

“Push” Those Push Notifications

If a customer has your app installed on their phone, you can easily push notifications directly to their device letting them know about the great deals you have in store for the holiday seasons. Research has shown that shoppers engage more when they see an offer that can’t pass up on.

But how many should you send before it becomes “too” much? Around 5 or so is a good range, but it can be more if you have more deals to promote. With more push notifications, you can see upward of 7 times more engagement, 25 times more conversions, and 30 times more in-app use.

Make Those Discounts Juicy and Attractive

On average, a 50% or more discount catches the eye of shoppers. When you push your notification, you should state the discount amount in the message. Creating exclusive Black Friday/Cyber Monday promotions (like BOGO offers) also help to get customers to click and buy. The good news is that shoppers are more likely to come to your site or app themselves during this time to look for great deals, so make sure they’re front and center when they open the page. If there’s a profile built, you can tailor these promos and discounts specifically for the customer for greater chance of them making a purchase.

Words & Expressions Are Important Too!

Great copy and CTAs are another key component for driving CTR and sales for your Black Friday campaign. These include phrases such as:

●  Buy today

●  Book now

●  Limited time offer

●  Use promo code

●  Today only

●  Free delivery

●  Fast shipping

●  Save now

●  Top Brands

However, there are plenty more to choose from. Of course, you will need to use the equivalent phrase in either Spanish or Portuguese when going after Latin shoppers.

Getting Geared Up for Black Friday 2022 with Entravision

Taking the information outlined in this article, you can see that ecommerce is on track to continue to grow through 2022 and beyond. While the initial explosion was driven by the pandemic and growth is slowing compared to the past two years, it’s still going to be ripe for increased sales and revenue for businesses for years to come.

However, it can be a daunting task navigating this landscape. That’s why you need partners you can rely on with the experience and the reputation for innovative & effective Mobile Growth Solutions like Entravision. 

Learn More about Entravision today and see how our team & proprietary technology can empower your business today!