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Captain's Log

Google’s new visual shopping feed, the importance of evergreen content, Apple pay vs Klarna and the ramifications of the cost-of-living crisis are just some of the topics that have got the team talking this month. Discover the latest news from the digital marketing landscape and how we expect brands to be leveraging updates throughout July and beyond.

The Google shopping ads makeover

Google has announced a new ‘swipeable’ visual shopping feed for apparel searches, resulting in a bigger, bolder ad type. We predict that the ability to swipe an ad for more information (such as multiple product images, product descriptions and reviews) will add an extra level of interactivity that will keep searchers engaged and active, and help retailers boost their bottom line.
Mark Jenkins, paid search manager

Evergreen content more important than ever

An article by Review42 suggests that content marketing is three times more efficient than outbound marketing, and costs 62% less according to an article by Demand Metric. That’s big. The key is to see it as a long-term investment, especially when it comes to evergreen content. While some seasonal, topical content has its place in content strategy, you also need to ensure you’re producing pieces that offer value and relevance even years down the line (with the odd tweak or two, perhaps). 

Not only will this help to boost your organic site traffic and create shareable content that your target audience are more likely to share, it can also improve your brand authority and help to improve your website’s ranking. And, in an age where digital competition is at an all-time high, evergreen content is a marketing tool you simply can’t afford to overlook. See how we can help.
Alice MacLaverty, content writer

Buy now, pay later: Klarna vs Apple pay

Apple has entered the booming ‘buy now, pay later’ market, allowing iPhone users to delay payments in a major challenge to the lines of the fintech giant, Klarna. Generally speaking, anything that makes a transaction simpler and more convenient is a positive, and our guess is that conversion rates could surge if there’s an easy 0% option on Apple devices. Time will tell…
Andy McCaul, managing director

Drive purchases with Twitter x Shopify

Twitter and Shopify have announced an integration allowing merchants to showcase products on their professional Twitter profiles. When products are tapped, users will be redirected to the merchant’s Shopify page where they can make a purchase. And, thanks to the automatic sync between Shopify’s product inventory and Twitter’s Shopping Manager, merchants can rest assured that the product catalogue will be updated in real time. 

Needless to say, we’re excited about this integration. Not only will it help brands build awareness of their products and drive discovery, it could also help them reach more customers, ultimately boosting sales.
Grace Lenihan, Senior account manager & social strategist

The cost-of-living crisis: how to adapt your strategy

Purse strings are being drawn tighter among both retailers and consumers throughout the globe, and ecommerce merchants would be wise to take this into account when pinning down their strategy. But this extends far beyond simply cutting back costs (in the right places) and offering consumers cheaper alternatives. With many people now counting the pennies, consumers are increasingly unsubscribing from any irrelevant marketing communications, so it’s essential to keep your content relevant and targeted. Shoppers are having to become more selective with the brands they choose to purchase from, so it’s crucial to personalise the customer journey wherever possible, and ensure your communications are up-to-scratch.
Ewan Burkinshaw, SEO manager

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Written by Alice MacLaverty
Resident wordsmith Alice is dedicated to creating top-quality content that turns heads, builds audiences, gets clicks and makes money.