In this freshly published article, Fashion Magazine interviewed our agency’s founderGuidoAmpollini talks about the pandemic’s impact on consumerbehavior and latest digitaltrends. The complete change in lifestyle and closures of non-essential businesses, like fashion department stores, bars and restaurants has brought a need for a rapid digital acceleration.
Now, many fashion brands that were focused on offline sales only had to quickly redesign their operations to go online and connect with their customers and target audiences.
Read more about Guido’s interview in Italian article here.
U.S. E-commerce sales as a percentage of total Retail sales have experienced a hockey stick growth in 2020. This comes as the U.S. government urged everyone to stay at home due to the pandemic outbreak, moving most of the consumption online.
The ecommerce sales growth trend has been upwards since 2009, growing by ~1.5% each year, reaching 16% in 2019. However, the change since the start of 2020, in just 8 weeks has been +11% absolute ecommerce growth, bringing the U.S. e-commerce sales penetration up to a whopping 27% compared to total retail sales! (Bank of America U.S. Department of Commerce, ShawSpring Research, 2020).
Such significant ecommerce sales growth is expected to have a lasting impact even after the end of the pandemic as it is a shift in consumer habits and thus behavior. As the lockdown in many states has lasted for an extended period, spanning over several weeks and continuing, that according to several behavioral scientists, is enough time for consumers to form new shopping habits. Even if one traditionally has been shopping in physical retail stores, a new habit is being formed of ecommerce shopping. Once the initial hurdle of overcoming the digital barrier has passed, accounts set up, online payment connected. Then, what’s left in many repeat purchase cases is simply to click a button and repeat purchase or order anew. Thus, the initial barrier to entry is passed and what’s left to enjoy is the convenience of shopping without waiting in ques, carrying bags, and 24/7 opening hours.
What this means for your business
If your business is in the U.S., that means that now more of the business takes place online and ecommerce sales are booming. It is now more than ever it is important to capture the attention and eyes of the target audience of your business. The excellent news is that due to the advancements in technology, especially, AI, digital advertising is now more precise, cost-efficient, and effective than before. The key digital channels that offer online advertising, like Google(incl. Youtube and 90% of the Internet through GDN), Facebook/Instagram and Amazon, have had massive amounts of data going through their machine learning algorithms that have allowed their algorithms to become more sophisticated in predicting users interests, behavior, and likely purchases.
Plus, every campaign and interaction is fully traceable, making it easier to understand what works and what doesn’t. Once data has been collected, remarketing allows you to spend the advertising dollar on those who have shown interest and action. As consumption habits change and more and more consumers move online, businesses have the opportunity to engage with their target audiences online in a measurable and cost-effective way.
ON SEO CONSULTING, COPYWRITING AND CONTENT MARKETING
LONDON (27 January, 2020)
GA Agency, a London based 360-degree boutique digital marketing agency, announces today’s extension of the contract with Eden Viaggi for 2020SEOConsulting, Copywriting, and ContentMarketing services to enlarge awareness and sales.
Eden Viaggi is one of the major Italiantouroperators. The company, founded in Pesaro in 1983, specializes in offerings of trips and vacations globally, including stays and tours in the Bel Paese for tourists. They are known for their qualityofservices, attention to safety, and assistance.
GA started working with Eden Viaggi in 2018 on SEO Consulting, Copywriting and Content Marketing for the Italian market.
GuidoAmpollini, founder of the GA Agency says: “We are really excited to renew with Eden Viaggi, it has been really great and rewarding to collaborate with their team. Qualified and smart people to work with.”
GA Agency, a London based 360-degree boutique digital agency, discloses renewing the contract with client Casavo for 2020SEOservices.
The fast-growingstart-upis known as the numberoneinstantbuyer within the propertyindustry and has recently received a capitalfunding of 50millioneuros from investors.
With their new capital resources, Casavo will expand into new markets within Italy and throughout SouthernEurope. GA will be partnering with Casavo and work on their SEOoptimization and consulting.
NoemiPirazzoli, from the digitalmarketing team in Casavo, says “Working together with GA has been more than a pleasure: they are a very reliablepartner and always available to solveour doubts. We’re very happy to keep on collaborating with them in 2020.”
GuidoAmpollini, the founder of GA Agency, says “We are really happy to continue the collaboration with one of the mostsuccessful and innovative start-ups in the European market. It’s a pleasure for us to work with Casavo’s team, rich in youngtalents.”
Google Core update in October on its algorithm and underlying hardware is changing its BERT naturallanguageprocessing (NLP) model, making it an integral part of their algorithm. BERT, the transfer learning technique, allows Google to betterunderstandwrittenlanguage through searches and improving its understanding of context. Rather than analyzing text words one by one, BERT models are now able to integrate the entire context of a page or text. This change in search is the largest one yet in the historyofsearch and will be useful in understanding the intention users put behind search queries. Pages will be ranked differently accordingly, either lowering or increasing their score. On average, we see SEMrush Sensor SERP volatility scores shifting from 3.6 to 5.3/10 on desktop, and 3.9/10 to 5.5/10 on mobile among all websites in the UK.
How does this impact businesses?
The Google algorithm has become more sophisticated and learned to better understand website content and take context into consideration and as such to score website ranking better. As such, websites that match the updates have experienced good uplift and the ones without having lost their positions.
So what does this mean for your business or advertisers? Typically, websites will be affected based on content, trustworthiness and correctinformation. Essentially, websites that include content that affects health, safety, financial stability, including online shopping websites. Google announced its BERTupdateaffects about 10% of searchqueries, thus recommending to focuson the qualityofcontent and writingfor your target to remain vital for SEO ranking and avoid potential plummeting of rank scores.
Digital agencies as GAE agency have been adjusting their content marketing strategies and activities based on such changes in order to rank our clients’ website higher on Google.
Overall, businesses must keep the quality of website content in mind more than ever before in order to rank higher on Google and remain relevant for the users.
IS HELPING AND CHALLENGING ADVERTISERS ON BETTER ENGAGEMENT WITH INSTAGRAM USERS
What is new on Instagram advertising?
Over the summer, Facebook has announced its initial change in advertising ad formats on platforms Facebook and Instagram. By doing so, Facebook aims at making the mobilefeed of ads more compressed, delivering a higher consistency through mobile feeds and story advertisements. The main changes include the abilitytodisplaylesstexton the mobilenewsfeed to a limit of 3 lines, making it easier to digest information for mobile users who consume content through their smartphone screens. In addition, the maximumheight for photos and videos is adjusted to 4:5 for mobile newsfeed.
What does this mean for advertisers?
This affects brands in ways to adhere to new standards set by Facebook across both Instagram and Facebook, following users’ digital consumption on these platforms. A key benefitforadvertisers is creating ads that are almost fullscreen to the mobile user, creating momentum with consumers to engage with your ad with little to nodistraction. Yet, such changes challenge marketers and content creators to be more creative with their images, videos as well as short, relevant and engaging copies that remain to create value for your potential customers. However, when executed properly, using high creativity and strong visual content, advertisers can benefit from high performing Instagram ads and gain more and better–qualifiedleads.