How Performance Marketers Should Prepare for Black Friday and Cyber Monday in a Pandemic

Navigating a new normal for online shopping behavior

mobile shopping
Consumers will likely be more online than ever this holiday shopping season. Getty Images

In planning for Black Friday 2020, there are things we know and things we don’t know. But one of the benefits of operating in the performance marketing space is the results from our work give marketers invaluable information about who their customers are, and how to create highly educated guesses about who else out in the world might behave just like paying customers.

Jeff Pearson is head of global retail at digital marketing agency Max Connect Marketing.