Marketing is a very different kettle of fish post-pandemic. SmartCompany spoke to Lauren Oakes, CEO of Megaphone Marketing, and Sabri Suby, founder and head of growth at King Kong, to get their top tips on brand-building in 2022 and beyond.
Rising cost-to-reach = increased focus on conversion
Consumers flocked online during lockdown and businesses followed, resulting in a crowded, competitive market. And when Facebook hiked up their advertising fees to self-fund the Metaverse, SMEs got hit where it hurts.
“We’re seeing really, really expensive costs per click across the board, and the way to get around that is by engaging in conversion rate optimisation,” Suby says. “It’s not enough to just build a landing page or a website and send a bunch of traffic to it — you have to refine the process and optimise the conversions long-term.”
Officeworks’ content hub, Noteworthy, is a prime example. It’s already improved SEO and SEM performance and links content directly to products, but Jessica Richmond, Officeworks’ GM Marketing and Insights, won’t stop there.
“I think, as we move forward, the exciting thing is how do we get a much more personalised view of their entire journey or purchase history outside just that particular interaction or that article they’re having a look at.” she said in a recent CMO webinar.
“What are they actually doing when they go into our stores, what are they doing when they go online, what are they browsing for, what are they searching for?
“How do we...
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