We’ve seen, heard of, and even participated in some of the biggest online sales like Black Friday/ Cyber Monday, Amazon’s Great Indian Festival, or Flipkart’s Big Billion Day Sale. These are among the most lucrative sales seasons for both e-commerce companies as well as brands since they are timed during peak festive periods each year when consumers are most willing to spend. Thus, capitalising on unique selling opportunities and seasonal consumption trends effectively is imperative to driving the success of such mega sales campaigns.

E-commerce platforms plan their campaigns meticulously by choosing the right messaging, and spending a lot of time creating and pushing timely content to make sure it reaches the maximum possible number of consumers and garners visibility for various brands and products. E-commerce platforms use data – and lots of it – along with marketing automation tools when planning as well as executing such campaigns. These marketing tools or platforms, powered by Artificial Intelligence (AI) and advanced analytics, can deliver phenomenal results by streamlining the entire marketing and advertising process, right from the discovery stage till after the sale has been closed. Let’s see how.