Key takeaways, trends and tactics to help you gain and retain even more customers
This round-up of key marketing insights covers trends, advice, case studies and real-world data to reinvigorate your customer acquisition strategy.
Atomic Smash’s co-founder and Managing Director, Piers Tincknell, recently joined a panel on stage at The CMO’s guide to customer acquisition, an event run by the happy performance agency, Launch.
Couldn’t make it on the day? You haven’t totally missed out, we’ve captured a summary of key takeaways from each panel and presentation below.
Here’s what was on the agenda:
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Panel: Top digital trends in performance marketing
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Presentation: How incremental website changes can bring big results
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Presentation: Countdown to GA4: leverage your data to target new customers
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Panel: Why channel diversification is key to finding and converting new audiences
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Presentation: Creating a strong brand in digital marketing by Microsoft
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Top digital trends in performance marketing
Panel featuring insights from Launch, Access Self Storage and Charteroak
Speakers
- Jaye Cowle, Managing Director, Launch
- Simon Pitman, Marketing Director, Charteroak
- Shaun Collins, Head of Marketing, Access Self Storage
- Becky Dickinson, Paid Social Director, Launch
Key takeaways
- CMOs are prioritising conversion optimisation
- Brands need to deliver a consistent experience and user journeys online and offline
- Globalisation has an impact on purchase decisions
- Marketers have increasing accountability and revenue responsibility, its results-driven
- Meaningful data, analytics and attribution are increasingly challenging and yet increasingly important
- AI will have a rapid and significant impact on digital
- Speak to your audience with the content, tools and technologies that match their needs and behaviours
How incremental website changes bring big results
Talk featuring insights from Launch
Speakers
- Joe Johnston, Conversion Director, Launch
- Josh Marinaro, Senior Paid Media Manager, Launch
Key takeaways
- When budgets are tight, will a new website get a good return on investment? Instead, you can optimise an existing website for better results and fewer risks
- Incremental improvements is a best route to take. Since 2002, Amazon has never undergone a complete redesign of its website. You don’t need to redesign and redevelop a website from scratch to get good results
- It’s really difficult to get a website right first time
- Most A/B tests fail, only 13% result in a positive uplift
- We need to test everything to truly understand what works best for your website and customers, the best conversions results may not reflect typical conventions or your assumptions
Countdown to GA4: Leverage your data to target new customers
Talk featuring insights from Launch
Speakers
- Michael Patten, Data Strategist, Launch
Key takeaways
- GA4 is a completely different programme to Universal Analytics, and there’s a learning curve to GA4
- Lots of features are still being added and improved
- Data is at the key of everything. Analytics can be used not just to measure transactions and lead generation, but also to measure how to better engage potential customers or improve customer experience
- We can leverage data to make important business decisions
Why channel diversifications is key to finding and converting new audiences
Panel featuring insights from Atomic Smash, David Salisbury and Launch
Speakers
- Piers Tincknell, Co-Founder & Managing Director, Atomic Smash
- Barney Bell, Head of Marketing, David Salisbury
- Harriet Barter, Paid Media Director, Launch
- Hosted by Jaye Cowle, Managing Director, Launch
Key takeaways
- Key website metrics can be getting a higher quality of leads, not just quantity of leads
- Leveraging different platforms like Instagram and Pinterest can attract and inspire potential customers who aren’t ready to search yet
- Goals for David Salisbury’s website included showcasing beautiful products, maintaining high SEO, using data analytics to bring through what was working on the old site to the new site, and migrating to WordPress as a more flexible CMS
- The last 20% of a website project takes up 80% of brain power, and communication needs to be clear between everyone to get a project over the line
- Organic activity from Pinterest was a high driver of traffic to David Salisbury’s site so they decided to push forward with Pinterest ads to utilise this visual search engine for an audience in discovery mode
- Creative excellence can be used effectively across websites, social platforms and ad/search platforms with coherence and consistency of brand message and identity across digital platforms
- Websites need to respond to ad campaigns with iterations and improvements, the key is to have a good ongoing relationship with your digital partners, as well as driving traffic to specific landing pages that are optimised and flexible for testing and tweaking
- A conversion is only a conversion if it results in a sale in the end
- Value-based bidding all comes back to data, but when done right, it can be used to drive higher quality leads
- There is a mindset shift that you don’t always need a new website, most of the time you need a better one. This is an exciting opportunity and a really effective way of working
Marketing with purpose: how to create a strong brand in digital marketing
Talk featuring insights from Microsoft
Speakers
- Marion Gould, Client Partner Lead, Microsoft
Key takeaways
- With the right tools, you can do more with less
- Digital marketers are being kept on their toes, and while some budgets are being cut, that’s not the right decision
- Companies that keep spending on advertising during a downtime will stay ahead for when the demand comes back, the data backs this up
- AI can be your co-pilot in the advertising space, taking manual tasks while you spend more time being creative and focusing on business goals
- Granular optimisation helps redistribute budget, giving you a better balance between cost and conversions
- Right now is the perfect time for testing because your competitors may slow down on advertising
- Keep synergies across your marketing channels and focus on brand loyalty
Get even more insights
Further insights are available from Launch’s event guide, along with the most relevant resources for you to download, watch and revisit at a time that suits you.
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