A comprehensive digital marketing strategy is essential as online traffic booms
The combination of a hunger for the latest Covid news plus the rush to shop online has led to massive increases in online audiences across all demographics. By way of example News UK’s latest figures (last week of July) show The Sun’s unique visitors up 12% YoY and The Times up 22%. In terms of page-views the increases are far greater – 23% and 47% respectively, meaning publishers have far more inventory to sell in a flat market.
Google & Facebook were quick to lock down Facemask and related search terms from advertisers. This had a massive impact on using digital channels for PPE products however, we have had success with campaigns utilising fringe keywords to drive engagement and more importantly sales.
Arguably one of the biggest winners during lockdown was Amazon. A recent report from Wunderman Thompson Commerce revealed that Amazon’s share of the UK ecommerce market rose to 35% during lockdown (up from 30% at the end of last year) with 1/5 of the 2000 respondents claiming their intention to purchase on Amazon after the outbreak had increased.
Now is the time to engage with Amazon, create a store platform and leverage its powerful pay per click offering as an additional route to market with full transparency of performance. We have managed large & small Amazon PPC campaigns so can advise and deliver.
We’ve also seen the rise of TikTok in the fight for audience attention (Even prompting Donald Trump’s attentions) TikTok offers new creative ways to reach audiences and generate real value with short-form mobile video.
Not only is it a place where quality content meets a huge audience, and highly engaged users are spending increasing amounts of time, it’s also relatively uncluttered with advertising, offering brands a more significant share of voice. Ads are entirely video-based, meaning they blend seamlessly with the app’s native content and never compromise the user experience.
Away from publishers, clients face the challenge of maximising sales from the online traffic they are generating in an increasingly competitive online environment. Here is just a few of the essentials we are encouraging clients to focus on:
- Create a clean user journey on your landing page. Focus on getting the user to convert.
- Properly tracking the user journey end to end must be a high priority to gain learnings
- Multi-channel campaigns deliver better results vs single channel. Planning a TV campaign? Ensure PPC activity is live on Google for your brand terms at the very least to harvest the demand.
- Trial new digital channels. Affiliate Marketing is a great performance-based channel that only incurs a cost when a sale is made.