Tuesday, 17 November 2015

Unsurprisingly, 2015 is set to be the biggest year so far for retailers when it comes to using digital marketing to sell their brand and/or products. Digital marketing has evolved a great deal over the past year and this means it’s important to apply new techniques and strategies in order to maximise effective promotion, and ultimately maximise sales. 

Firstly, don’t underestimate the power of social media. Focus you attention on the sites that are going to bring you the biggest ROI. Instagram is relatively new in the list of influential social media sites in driving sales through paid promotion. But it has proved itself to be worth the investment if you have images that can be used to drive traffic to your products or website. The nature of the channel means that you have to put effort in – sharing the content of others won’t work as it might do on Facebook or Twitter – so you’ll need to allocate some budget.

It’s important to put focus on mobile this Christmas. It is believed that over 50% of paid search clicks will come from mobile customers this year. If you don’t already have an app it might be worth developing one, and if you do have one, it’s time to invest in promoting it through mobile or app store ads. Make sure your website is mobile optimised. Firstly, to make sure your site is optimised for Google’s search algorithms and, secondly, to capture and convert all those customers coming to your site via their mobile devices regardless of whether that’s from email, social media or search engines.

Email marketing remains a very effective form of communication with customers. However, it’s no longer simply a case of sending emails and hoping they get noticed – consumers are getting inundated with emails so it pays to make sure yours stands out from the crowd. Be sure to think carefully about who to target, about the visuals, personalisation, segmentation and implementing a real-time send program (with daily deals and enticing calls to action where applicable).

We’re already well into November, so if you haven’t already, it’s time to crack on and work on your digital strategy for this Christmas – making sure you’re keeping up with the crowd and fighting your digital corner.