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Thousands of attendees flocked to downtown Seattle and listened to dozens of speakers share their insights about the digital marketing landscape. (Portent’s own Tim Mehta spoke at SIC about friction in UX and how it affects a user’s journey.

As with any conference, some talks were riveting and others just missed the mark. I attended 11 talks during the two-day event. Here are three content strategy insights I took away from those SIC discussions.

In a GDPR world, we are the product for many global companies, like Facebook, Twitter and Google. Old news to digital marketers, but still very much worth repeating. Knowing what data these companies collect about us and how it’s used is of monumental importance.

Cindori is definitely a company with a strong Black Friday strategy especially in the concise way they market their sales through their newsletter, which is simplified by all apps being discounted the same way. This level of discount is heavily enticing to their audience, especially those to whom price is a factor.

We’re of the opinion is that gifting isn’t suited to consumer software. What works well in the game industry doesn’t translate into software products.

In terms of buying behavior, people just aren’t wired to purchase intangible gifts on Black Friday. If you’re still interested in gifting or believe it will have value for your product, check out the implementation guide we released last year on the subject.

But from our experience, we’d say to save yourself the engineering effort and utilize other methods like discounts and product bundling. One statistic that reaffirms the effectiveness of Black Friday discounts is how Sparkle tripled their revenue on Black Friday, a launch which we’ve previously covered.