We’re teaming up with our friends at Google again to help you explore opportunities online. Over the last few years, global ecommerce sales have been steadily increasing but the forced closure of bricks and mortar stores has accelerated the shift to digital by 5+ years (Think with Google). Not only has the pandemic fundamentally changed the way consumers shop, but the ease of online shopping has made them more demanding and the marketplace is more competitive than ever before. As a marketer working in the retail industry, you’ll no doubt have felt some pressure to quickly adapt and increase your online presence.
To help you get your campaigns and strategies ready for a heightened sense of consumer excitement that’s expected during the upcoming peak retail period, join us live to hear how you can best utilise digital as part of your multi-channel marketing strategy. You’ll learn to maximise your opportunity to target consumers and better communicate with them at each stage of their journey. Whether your business has high street stores or solely operates online, continuing to invest in your digital presence will help you to compete effectively and keep up with increased consumer expectations in a post-pandemic world.
When is it?
Thursday 15th July, 10:00 BST
What’s the agenda?
10:00 – 10:05 – Welcome, Adam Bly, Impression
10:05 – 10:20 – Standing out when everyone is standing out, Yasmin Williams, Impression
10:20 – 10:35 – Top retail consumer trends, Payal Pahalajani, Google
10:35 – 10:50 – Navigating the rising and falling needs of your customer, Charlie Norledge, Impression
10:50 – 11:10 – Q&A
Who’s speaking and about what?
Standing out when everyone is standing out
At Google’s recent Peak 21 event, we learned that the UK is the second most advanced ecommerce market in the world meaning it’s incredibly competitive and becoming increasingly harder to stand out in the crowded online space. Furthermore, with one third of consumers trying a new brand during the pandemic, it’s vital that your marketing strategy sets your business apart.
In the world of paid search, competition has been rife, more so than ever before! The pandemic has also brought about a new way of shopping in that more people are heading online for inspiration and consumer expectation of the online experience is much greater. In my talk, i’ll discuss the many ways in which the market has changed over the last year and what impact this will have on your business, as well as how you can stand out when everyone is standing out.
You’ll learn about:
- How the market has changed over the last year
- How you can adapt your campaigns and strategy to stand out in a saturated market
Top retail consumer trends
Over the course of the last 18months, user behaviour has drastically evolved as consumers have turned to solely shopping online. Unpredictable lockdowns saw the reopening and closing of ‘non-essential stores’ which resulted in an uncertain, ever-changing environment for retailers and consumers alike. As the world now opens up, new and old habits will once again be challenged.
During this talk, I’ll share how changes in user behaviour have been shaping the latest trends in Retail, how brands and marketers are approaching these changes and lastly, how we recommend brands approach them and continue to evolve.
You’ll learn about:
- Top retail consumer trends
- Changes in marketing approaches
- Tips on how to adapt to these changes
Navigating the rising and falling needs of your customer
At Impression, we’re seeing clients who have experienced incredible growth during the pandemic start to see a decline now that retail is opening back up. New consumer behaviour has led to an unpredictable landscape that’s resulting in a rise and fall in search demand. No matter what your selling, your retail business is likely to face unique challenges in successfully meeting the rising or falling needs of your customers.
In my talk, I’ll provide you with insight into how to spot which search terms are increasing and decreasing. With this knowledge, you’ll be able to go away and apply this to your search strategies to make sure you’re targeting the most effective set of terms.
You’ll learn about:
- How to analyse fluctuating search terms with Google Search Console
- How recent changes in restrictions have impacted search demand
Google X Impression
Thanks for signing up!
Keep an eye out for an email from us with further details and instructions on how to join.
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