Impact of special days in digital marketing on online merchandising: Black Friday example

Today while numerous firms have complied with the evolution of advertisement models, there are still various small- and medium-scale firms and enterprises that try to adapt to this process. During the transition from traditional media to digital media, target audience of many firms has changed within this context. Commercial firms have verged to e-commerce and target to increase their market share. There is a lack of instantaneous reporting and analysis in traditional media and the impacts of spent budget cannot be sufficiently measured. With digital marketing, firms can clearly see analysis reports and results, therefore, marketing departments of these firms want to invest more in the digital. Thus, marketing departments can show their current performance more clearly to top managers. In this study, the impacts of Black Friday - a special day - campaigns of firms that invest in digital marketing are analyzed. Within this context, this study aims to identify online purchasing behavior of users in Turkey and measure how much their shopping habits change in the prior and following weeks during Black Friday, the special shopping day in different countries which started to become a widespread practice in Turkey in the last few years. The purpose of this study is to show by using Google Ads advertisement as one of the digital marketing methods whether digital marketing in special days has a positive impact by providing examples from special Black Friday campaign strategies and results of Saat&Saat firm. Case study is selected as the research method and statistical data are collected from Google Ads and Google Analytics platforms.