Bynder, the global leader in digital asset management, surveyed 600 professionals in the marketing industry to uncover the additional work that goes into Black Friday.
Black Friday can be a stressful time for marketers - and it’s no wonder why. The research data, originally compiled in 2023, uncovered that a marketer will create 17 new assets on average for the spending holiday, with 12% admitting they are required to create more than 41 for the season.
The need to create seasonal marketing assets appears to increase every year. For example, it’s now typical to expect brands to rebrand their logos around seasonal events, such as Christmas or Halloween.
However, the majority (51%) of marketers agree that more marketing assets are required for Black Friday than for any other seasonal holiday.
The biggest challenges involved in managing seasonal marketing assets were found to be:
- Managing the high volume of assets -35.50%
- Ensuring they are aligned with the brand - 21.17%
- The speed required to deliver the assets - 21.17%
- Ensuring that there are assets for every channel required - 20.17%
Based on these findings, it’s no surprise that the survey found that, on average, marketers typically work 11 extra hours over the Black Friday/Cyber Monday weekend. More worryingly, 6% reported that they will work more than 25 additional hours.
However, this excludes almost a third (28%) of respondents who reported that they don’t typically work around the Black Friday weekend, whereas 8% are on call.
Thankfully, AI may be able to cut down marketers’ overtime this Black Friday. 75% use AI in seasonal asset creation, which was found to save 10 hours of time, on average.
Commenting on the findings, Manisha Mehta, Senior Communications Manager at Bynder said:
"Marketing teams face the growing challenge of managing and distributing content across an increasing number of channels, often under tight deadlines. The added pressure to create engaging assets for major holidays such as Black Friday, Christmas and New Year can heighten this stress, making these periods particularly demanding.”
"Our data reveals the extent of content chaos surrounding Black Friday. Given the intense demands on marketers during this time, it's understandable that they may find themselves working longer hours. However, this shouldn't be the case."
“Bynder's AI-powered asset discovery enables marketers to instantly locate the assets they need within their digital asset bank, significantly reducing the time spent on unnecessary new content creation."
"Marketers should be encouraged to leverage AI solutions to streamline their workflows. By automating time-consuming tasks that don't require extensive marketing expertise, they can dedicate their efforts to the creative and strategic aspects of their work that truly benefit from the human touch."
Bynder’s leading AI-powered Digital Asset Management platform powers 4,000+ of the world’s most iconic brands to conquer content chaos and deliver exceptional content experiences. Recognized for its usability and configurability, Bynder’s DAM enables brands to maximize the value of their content with the most powerful, intuitive, and richly integrated platform.
Marketers can also enhance content creation and management with Bynder, as it provides the ultimate set of collaborative solutions that reduce production time and facilitate content creation at scale while minimizing content waste and ensuring content ROI.