An online campaign to drive traffic and improve brand awareness has brought nearly 20,000 visitors to the Ideal Standard website.
Adverts on Google, Facebook and YouTube have been designed both to increase sales directly by increasing clicks to e-commerce partners like VictoriaPlum.com and indirectly via our own site.
Video promotions on Facebook and YouTube are also improving perception and awareness, evidenced by surveys carried out with users who had seen our adverts and those who hadn’t.
Now, working with an external agency, Liv Maycock, Marketing Manager – B2C, and Digital Marketing Manager Ian Brown, are developing improvements to the customer journey on our website, armed with analytics data which charts user behaviour once they land.
The adverts are part of a wider online campaign to target consumers through a mix of activity. These also include blogs, influencer endorsement, email marketing and product reviews.
Liv said: “Following on from the shift in consumer shopping habits caused by lockdown, this is an important time of year as October and November are very busy in e-commerce, with events like Black Friday and Prime Day.
“Between the very broad range of activity, we are aiming to inspire people and create demand, get them to our own website and signpost them to our e-tail partners, who are provided with all the imagery and other content they need to encourage the consumer to make a purchase.
“The early signs for us are good but like everything online, we are constantly testing, analysing and tweaking to see what works well and what we could do better. It’s constantly evolving.”