iCrowd Newswire
23 May 2020, 03:22 GMT+10
Scott O Hirsch joins us today to discuss changing ad strategies during the COVID-19 era and what it means for marketers and small businesses moving forward.
In an unsteady COVID-19 economy, business leaders are pulling back from ad spending at levels rivaling the Great Recession in 2009. Data analytics expert Scott O Hirsch believes that there could be an even greater dip on the horizon due to a shift in consumer confidence away from Google and major search platforms.
"In April of 2020, Google ad clicks were down 20% across the board," shared Scott Hirsch in a recent interview. "Combine that with an all-time high usage of the internet with people stuck at home, and that creates a dismal outlook for paid ads moving forward."
Why the sudden loss of confidence in the search engine giant? Hirsch explains that even before the pandemic started, clickthrough rates were on a decline in Google Search for paid and organic rankings. For the first time since search engines were launched in the early 1990's, less than 50% of all searches worldwide resulted in a click.
"Even though Google clicks are way down overall, it's important to remember that online sales are way up," added Hirsch. "This is not a trend of consumers moving away from digital spending in a COVID-19 world- it's simply showing that shoppers aren't using Google as much to find new online brands."
Part of the shifting trend away from search is consumer habits of spending extended periods of time during the shut-down on social media sites and apps. Others have adapted new buying habits during the pandemic and may not be searching for the same types of goods and services. For instance, cosmetic sales have increased by over 1,000% in the last 45 days and most home essentials have also increased by triple digits. These short-term trends have sent CPC through the roof in some categories with sharp declines in others.
"We're advising our customers to get back to what's worked for decades; a blended marketing approach that includes email, display ads, social media, and Google, shared Hirsch. "Every brand is going to have different levels of success on different platforms and it's critical to discover what works best for your business model."
Does this mean to move away from digital ads on underperforming networks? Hirsch says no, especially if you're still seeing a positive return from your ad budget. Scott does recommend diversifying to an omnichannel strategy though to see what works best for your individual brand. That includes building out organic content in places your consumers are already frequenting, like social media, industry forums and review sites.
"The best advice I can give is to find where your customers are already online today," added Hirsch. "If they're doing their homework on a particular set of sites and forums, then you need to be proactive and build out campaigns for that specific vertical. That's going to be your path of least resistance in a COVID-19 world and it will get you the most word of mouth."
Scott O Hirsch is a well-known serial entrepreneur that's built and sold multiple $100M brands through innovative digital marketing. He's been accredited as a co-founder of email marketing and many of today's most popular display advertising tactics.
Contact Information:
CONTACT:
Caroline Hunter
Web Presence, LLC
+1 7865519491
SOURCE: Web Presence, LLC
Get a daily dose of Houston Mirror news through our daily email, its complimentary and keeps you fully up to date with world and business news as well.
Publish news of your business, community or sports group, personnel appointments, major event and more by submitting a news release to Houston Mirror.
More InformationNEW YORK, New York -U.S. stock markets closed with broad gains on Thursday, led by strong performances in U.S. tech stocks, while European...
LONDON/STOCKHOLM: The Persson family is ramping up its investment in the H&M fashion empire, fueling renewed speculation about a potential...
PARIS, France: L'Oréal is making a fresh play in the booming premium haircare segment with a new acquisition. The French beauty conglomerate...
MENLO PARK, California: Robinhood is giving European investors a new way to tap into America's most prominent tech names — without...
NEW YORK, New York - U.S. stocks diverged on Wednesday for the second day in a row. The Standard and Poor's 500 hit a new all-time...
NEW YORK CITY, New York: The U.S. dollar continues to lose ground, weighed down by growing concerns over Washington's fiscal outlook...
GENEVA, Switzerland: A new United Nations report alleges that dozens of global corporations are profiting from and helping sustain...
LONDON, UK - Lawmakers in the United Kingdom have voted overwhelmingly to proscribe the direct-action group Palestine Action as a terrorist...
DHARAMSHALA, India: The Dalai Lama is set to address a significant three-day conference of Buddhist leaders this week, coinciding with...
WASHINGTON, D.C.: In a significant ruling last week, the U.S. Supreme Court upheld a Texas law requiring age verification for users...
ISTANBUL/PARIS/BRUSSELS: As searing temperatures blanket much of Europe, wildfires are erupting and evacuation orders are being issued...
VENICE, Italy: Over the weekend, hundreds of protesters marched through the narrow streets of Venice to voice their opposition to billionaire...