The Vantage Buzz - July 2024 - Vantage Search Marketing

We’re right in the thick of summer and we’re also in the midst of the 2024 Olympic Games in Paris. Gender parity was this year’s goal, in the same city where women made their Olympic debut in 1900.

The article HERE discusses how marketers are capitalizing on the Olympics’ emphasis on women’s sports to boost engagement. It’s also projected that Olympics viewership will be split nearly evenly between men and women (48% men vs. 52% women).

Because most people will be streaming events, along with watching highlights and replays across digital platforms, such as YouTube and TikTok, more time than usual will be spent on the web over the next couple of weeks. Depending on your brand, messaging, and advertising placements, this could be an opportunity to connect to your audience.

Researching how the Olympics is being marketed this year might make you consider whether your brand could leverage the event to boost awareness.

Your monthly ad-Vantage reading below:

Business:

The goal with our lead generation clients isn’t just to generate leads, but to generate quality leads. And, we know it’s important to find out if these leads are turning into revenue for the brand.

There are many reasons why your leads may not be turning into a profit, other than they aren’t ‘quality’ (not your actual target audience):

They aren’t ready to buy
Your follow up with lead isn’t timely or consistent
You don’t have enough website content to adequately inform potential prospects
Your sales pitch is ineffective
Your website has a poor user experience

THIS is a great article on why your leads aren’t turning into sales and how to turn potential customers into buyers.

E-commerce:

While personalization has become a common term in marketing, many brands fail to deliver it in a way that meets consumer expectations. In a recent 2024 consumer insights report, which polled people from across the US and UK, 83% percent of consumers are likely to purchase from a brand that features the specific products they recently browsed in its messaging.

Also, according to the report, the most compelling financial incentives for a consumer were ranked as follows:

Free shipping
Loyalty points
One-time discounts

The digital landscape will continue to evolve, as it does. And while this evolution is taking place, delivering personalized, value-driven consumer experiences will set successful brands apart from the rest. Vital strategies in the new era of e-commerce will be adopting advanced technologies like identity resolution, along with utilizing multiple channels for personalized communication.

According to a report from Intuit Mailchimp, almost 100% of loyal, repeat customers said their preferred brand makes it quick and easy to purchase. Are there challenges hindering your customers’ path to making a purchase?

There’s definately a spectrum when it comes to brand commitment. Making sure you’re not losing out on any levels of this spectrum is the key to success and it’s important to have effective strategies to engage consumers at every level of their brand commitment.

Mailchimp’s ‘commitment spectrum’ includes the following customer loyalty levels:

⭐️ Inert

⭐️⭐️ Habitual Loyalty

⭐️⭐️⭐️ Dedicated Loyalty

⭐️⭐️⭐️⭐️ Fandom

Click HERE to learn more about this spectrum to pay attention to when marketing your brand.