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This year promised a return to normalcy, but like many expectations for 2021, social marketing for commerce’s busiest days of the year was not out of the 2010’s playbook.
Brands advertising around Black Friday and Cyber Monday had to spend more to reach the same customers in an inflationary environment, relied less on targeting in an increasingly cookie-free universe and pivoted objectives to making sure consumers are aware of the brand, rather than getting them to show up to the sales, according to five marketing executives.