September 2019

Charlotte Graham-Cumming Managing Director, Ice Blue Sky

he secret to marketing is ‘little and often’, particularly if you don’t have a big budget. What this means in practice is to concentrate on facilitating a drip feed of awareness across a variety of channels, and digital is a crucial part of this approach. So how are people using online


in retail purchasing, and what should you be prioritising in terms of your digital marketing? Google searches are increasing by 10 per cent each year, and somewhere between 16 and 20 per cent of those are by people who have never searched before. It’s a fallacy to say “my customers online”.

aren’t that

only certain

It’s no longer true demographics

are online, and it is misleading to categorise customers by age in terms of their online behaviour. 34 per cent of “near me” searches

result in a store visit, according to Hubspot, so digital can be driving footfall as well as awareness. In addition, 72 per cent of people who visit a store after looking online will do so within five miles of their location, so having a local element to your advertising is crucial. Then 18 per cent of these searches

result in a same-day purchase. You need to ensure you’re maximising your Google listings. There is little to no brand loyalty when it comes to online searching, so make sure your marketing creative and gets across your point


of difference. If a brand appears more than once in a search, half of people are more likely to click on it!

The mobile impact

If your advertising and website don’t support mobile devices then you’re also missing out. According to Facebook, 94 per cent of its advertising revenue came from mobile during the second quarter of 2019. Also, 82 per cent of searchers will use their phone to help them make a decision about an in-store purchase, so ensure you’re making life easy for these people.

Timing is crucial

According to the blog, the highest traffic on Facebook occurs between 1.00-3.00pm mid-week, and Forbes has uncovered that posting an ad at 7.00pm delivers more clicks than at 8.00pm. Testing is important here as these are averages – your audience may behave slightly differently.

On Thursdays and Fridays engagement is around 18 per cent higher than the rest of the week, and 50 per cent of 18-24-year-olds go on Facebook when they wake up, so this could also impact your aiming at this age group.

Mindy Gofton

Head of Marketing, Strategy and Innovation, I-COM digital marketing agency

s with traditional marketing, no one formula works for every business, but it is important for every business to have a functioning website that works across all devices, from desktops to tablets and mobile phones. Make sure that your website is built with SEO in mind from the start


as Google is the most-used search engine in the UK. If consumers cannot find you in organic search, you may as well be invisible. It is also crucial to have independent third party reviews – so sign up to a service such as Trustpilot or Feefo and encourage happy customers to leave feedback on these platforms.


If you have an e-commerce shop then invest in Google Ads, and Google Shopping in particular. If you have a storefront, then make sure that you set up a Google My Business account and invest in local SEO in order to appear in Google Maps results. Also, don’t forget about Bing and Yahoo –

they have ‘maps’ features as well. The big buzzwords of the day are ‘influencer marketing’ and ‘content marketing’. How to make the most of these channels depends on your products and your target market. If you can build partnerships with authoritative voices in your industry who will recommend you on ››

And finally…

When they get to your site… Make sure it doesn’t let them down! You have around two seconds for your page to load or the user will close the browser tab.

In addition, the number one reason shopping baskets are abandoned online are unexpected charges, and the second is lengthy forms and/or checkout processes. Your site should be optimised to perform well in both of these areas, and if you’re selling to both trade and consumer, make that journey clear and don’t make it too onerous for people to complete the purchase.


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