What are your biggest B2C marketing concerns?
It goes without saying we are facing a market the likes of which we have never seen before.
We wanted to engage the digital marketing community and understand the challenges we are facing collectively.
As a result we will look at the topic(s) which are causing the biggest concern and research these to provide you with the best resources and advice.
Marketing during COVID-19
What is the reason for all this?
What we want to achieve
These are hugely concerning times. We have not experienced anything like this before as digital marketers.
Our industry continues to innovate, share knowledge and work together to help each other. To continue this we wanted to create a series of polls to do the following:
- Understand the challenges we are all facing
- Support and reassure others by highlighting where our issues lie, sharing the results of the poll
- Help our digital marketing community by researching and creating content to help address the concerns we collectively have
Before we start, we have broken down the different polls into areas to provide you all with a view of how others are getting on.
1. Your plans
2. Your change in budget
3. Challenges you face, sales, content, merchandising or forecasting and measurement
Marketing Concern 1 of 6 - Where you are right now
Do you have contingency plan in place and how are you preparing?
Marketing Concern 2 of 6 - You marketing budget
How has your marketing budget changed since the CORVID-19 outbreak?
Marketing Concern 3 of 6 - Generating sales
What is working and what is generating the best return?
Marketing Concern 4 of 6 - Understanding content
Do know what content to create and how much value it is adding to your business?
Marketing Concern 5 of 6 - Budgeting and Forecasting
Are you updating your forecasts and changing budget?
Marketing Concern 6 of 6 - What products to show
Which of your products are popular and are you showing the right ones?
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People also ask . . .
AB testing has a number of benefits. The reasons you should bother with it include:
- Limited exposure: You will be able to test your hypothesis in a safe environment. If you get it wrong then you have only impacted those who have seen the test rather than the whole audience or customer base.
- Huge payoffs: While an individual test is unlikely to have a big impact on it’s own, the impact of many successful tests can be massive. Imagine increasing your conversion rate by 0.5%
- Lower costs: By focusing on very specific hypothesis and using tools which do not require large amount of development resources means you can test your website functionality and look and feel, without big development overhead and costs.
- Faster deployments: AB testing by it’s nature is all about rapid learning. As the marketing team will (mostly) be able to create their own tests, the results should be able to found very quickly. Not only with a reducing development time but a quick understanding of the test’s impact.
- Data driven evidence: AB testing provides large amounts of data. As long as the test has been set up correctly and the right information has been captured the business case should be straightforward, allowing the marketing team to influence the larger website development roadmap/release cycle.
There is no single number of this.
What you will need to do is understand how much traffic you need to provide you with “confidence” the test is representative of your audience/website visitors.
Use this tool to tell you how many you need
Ensure you have a tool in place to be able to run AB tests.
Once you have deployed your test make sure you are able to see them metrics for each test, without this tracking you will not know if the test has made a difference.
The tracking should be available inside your AB testing tool.
If this is not available make sure you track the tests inside your web analytics tool. This could be as simple as creating two different landing pages with different names and seeing the conversion rate, add to cart rate, average order value of these pages compared to the generic or current page.
Do not run AB testing if:
- You do not have a solid hypothesis backed up with data
- There is no AB testing tool in place to help you randomly split your traffic
- You do not have metrics or tracking in place to know if the test worked
- You development process is slow and tests take longer than 2 weeks to run
- You have a small amount of traffic, as tests will need a long time to be proven to be accurate or reliable
See our Comparison tool to get your own personalised results compared to others/
As a guideline Workstream updates their benchmarks and recently looked at the costs for Google Advertising.
They found the overall average Cost per acquisition (CPA) in AdWords across all industries is $48.96 for search and $75.51 for display.
However this does vary massively. For example they found in Technology the CPA in Search was $134 vs Display costing $104.
In E-commerce it was the exact opposite with Search costing $45 vs $66 for display.
Below is some recommended content, we have picked out. This content is mixture of resources to help you through to other articles which help understand more about digital.