Savvy consumers know that shopping for bargains is a year-round endeavor. And e-commerce companies who have orchestrated major shopping events throughout the year, rather than relying on the be-all, end-all nature of the traditional Black Friday shopping period in the US, are finding ways to lure in revenue at typically lean times of year. What began as primarily American with the post-Thanksgiving holiday chaos of Black Friday has crept into not only a longer shopping period, extending across the entire weekend after Thanksgiving (and sometimes earlier), but has ballooned globally, with retailers worldwide latching onto the Black Friday sales theme to promote pre-holiday shopping.
One of the most common - and ongoing - challenges companies face is making sure their content is delivered the way they want it to be - fast and reliably. And the thing is: there is no one-size-fits-all way that fits all companies. Everyone is keen first and foremost to achieve top performance: fast, smooth, reliable delivery under any conditions - that is, whether there is an unforeseen flood of traffic, and even if your website is completely down - a company still wants their visitors and customers to see something. Performance is the starting point - a constant and something that can always be improved.
People who already know and love Varnish have been singing its praises for a long time. But we’ve seen over the course of the years that there are a lot of people who don’t know Varnish - even those who should, and who would definitely benefit from the content delivery performance boosts Varnish offers.
As the cost of advertising during the Super Bowl game itself has soared, companies have become more creative in how they reach consumers, launching extensive pre-game digital marketing campaigns, advertising and pre-game tv ads. All of this requires not just creative planning but technical planning as well. Everyone is hoping their digital marketing efforts and especially video content will go viral, even a few weeks before the event. And this means that even marketers need to be concerned with whether the channels through which they push videos out (either their own channels or third-party channels and video platforms) can handle a viral campaign. Maybe the CMO doesn’t usually sit around thinking about the technicalities enabling video streaming, but s/he will have to start asking: are the solutions we plan to use ready for virality, i.e. “the big time”? Are we also prepared for mobile, which is where increasing numbers of the audience are coming from?