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  "sourcesContent": ["import{jsx as e,jsxs as a}from\"react/jsx-runtime\";import{Link as r}from\"framer\";import{motion as t}from\"framer-motion\";import*as n from\"react\";export const richText=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The landscape of international trade is undergoing significant shifts, with the US government's implementation of new tariff legislations poised to reshape the luxury goods sector. For luxury brand owners, understanding and adapting to these changes is paramount to safeguarding profitability and maintaining market competitiveness.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The recent tariff adjustments, designed to recalibrate trade relationships, present both challenges and potential opportunities. Luxury brands, often reliant on intricate global supply chains and the import of high-quality materials, face the prospect of increased costs and logistical complexities.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Understanding the Potential Impact\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"The specific effects of the new tariffs will vary depending on the origin of materials and finished goods. However, several overarching trends are emerging:\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"h3\",children:[/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Increased Import Costs:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"Tariffs directly translate to higher costs for imported goods, potentially squeezing profit margins. You face the difficult decision of absorbing these costs or passing them on to consumers, which could impact demand. The main thing to consider is communication with your audience whether they cost is passes to them or not. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})})]}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"h3\",children:[/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Supply Chain Disruptions:\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Changes in tariff structures can disrupt established supply chains, requiring brands to seek alternative sourcing options. This can lead to delays, quality control issues, and increased logistical burdens.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})})})]}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"h3\",children:[/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Shifting Consumer Behavior:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"Rising prices due to tariffs could influence consumer purchasing decisions, particularly in price-sensitive segments of the luxury market. Brands may need to reassess their pricing strategies and value propositions.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})})]})]}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText1=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Strategic Responses for Luxury Brands\"})}),/*#__PURE__*/e(\"p\",{children:\"To mitigate the potential impact of tariff increases consider: \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"h3\",children:[/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Diversify Supply Chains:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduce reliance on single-source suppliers by diversifying sourcing options across multiple countries. This can enhance supply chain resilience and mitigate the risk of disruptions caused by tariff changes in specific regions.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"This also includes the consideration of increasing domestic production where possible.\"})})]})]}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"h3\",children:[/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Optimise Logistics and Operations:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Streamline logistics and operational processes to minimise costs and improve efficiency. This includes optimising transportation routes, reducing inventory holding costs, and implementing advanced supply chain management technologies. Some brands have already began implementing AI powered technology to find operational efficiences. \"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Also review all current trade compliance protocols, to ensure that they are up to date.\"})})]})]}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"h3\",children:[/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Enhance Brand Value and Customer Loyalty:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reinforce brand value and cultivate customer loyalty to minimise the impact of potential price increases. Focus on delivering exceptional customer experiences, emphasising brand heritage, and highlighting the unique craftsmanship and quality of products.\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"By strengthening the brands over all image, and customer relationship, brands can create a buffer against price increases.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]})]})]}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Looking Ahead\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The evolving trade landscape necessitates a proactive and adaptable approach. Luxury brands must stay informed about tariff changes, assess their potential impact, and implement strategic responses to safeguard their long-term success. By embracing diversification, optimisation, and brand building, luxury brands can navigate these challenges and emerge stronger in the face of evolving trade dynamics.\"})]});export const richText2=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Struggling to acquire new customers at scale? Learn more about how we've helped brands just like yours. \"})}),/*#__PURE__*/e(r,{href:\"www.revenuegrowthagency.co.uk/?src=BlogCTA\",motionChild:!0,nodeId:\"aFAOeH5C8\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Click here.\"})})})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText3=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[\"Luxury brands are increasingly embracing sustainability, not just as a matter of ethical responsibility, but also as a key differentiator in a market where consumers are becoming increasingly values-driven. However, simply \",/*#__PURE__*/e(\"em\",{children:\"being\"}),\" sustainable isn't enough. Luxury brands must effectively \",/*#__PURE__*/e(\"em\",{children:\"communicate\"}),\" their sustainability efforts to resonate with audiences.Through telling compelling stories, building transparency, and engaging with customers who care about sustainability, brands can begin to build values in this ever growing area of concern. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:'The challenge lies in communicating sustainability authentically and avoiding the pitfalls of \"greenwashing.\" Consumers are sophisticated and discerning; they can easily spot superficial claims or marketing spin. Therefore, transparency and genuine storytelling are paramount. Digital channels in particular offer a powerful way to achieve this, allowing brands to showcase their sustainability initiatives with depth and detail across multiple channels and in different formats like blogs, long and short form video and photography. '}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Incorporating Your Message Through Your Content.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This may seem like an obvious point but one of the most effective strategies is to create dedicated content that highlights your brand's sustainability journey. This could involve blog posts, articles, videos, or even interactive experiences that delve into the specifics of your ethical sourcing, sustainable manufacturing processes, or environmental initiatives. For instance, your brand could create a video series documenting the journey of its organic cotton from farm to fabric, showcasing the farmers, artisans, and sustainable practices involved. This type of storytelling builds trust and connects with customers on an emotional level. A 4 minute staple video can be cut into 8 small 30 second video for social, each smaller video could be expanded on through blog content and associated press releases could help gain further awareness. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Incorporating Your Message Through Your Website.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your website is your digital storefront and should be a central hub for communicating your sustainability commitments. Create a dedicated section on your website that outlines your sustainability philosophy, goals, and achievements. Include quantifiable data, certifications, and third-party verifications to demonstrate the legitimacy of your claims. For example, if you've reduced your carbon emissions by a certain percentage, make sure to highlight this achievement on your website. Transparency is key to building credibility.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText4=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Get Sustainable On Social. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Social media platforms offer a powerful way to engage with your audience about sustainability. Share stories, behind-the-scenes glimpses, and updates on your initiatives. Use visually compelling content, such as photos and videos, to bring your sustainability efforts to life. Encourage dialogue by asking your followers questions about sustainability and responding to their comments and concerns. Social media can be a valuable tool for building a community of like-minded individuals who share your brand's values.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Personalise Emails Based on Interest. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Email marketing can be used to keep your customers informed about your latest sustainability initiatives and progress. Segment your email list to target customers who have expressed an interest in sustainability and tailor your messaging accordingly. Share exclusive content, such as early access to sustainable collections or invitations to sustainability-focused events. Email marketing allows you to nurture relationships with your most engaged customers and deepen their connection to your brand.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Finally, remember that communication is a two-way street. Actively listen to your customers' feedback and engage in conversations about sustainability. Use social media listening tools to monitor conversations about your brand and sustainability in general. Respond to comments and questions promptly and transparently. By demonstrating that you are genuinely listening to your customers' concerns, you can build trust and strengthen your relationship with them.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"In conclusion, communicating sustainable luxury requires a strategic and multifaceted approach. By leveraging digital marketing channels effectively, luxury brands can tell compelling stories, build transparency, and engage with values-driven customers. Authenticity, transparency, and genuine engagement are essential for building trust and establishing your brand as a leader in sustainable luxury. The future of luxury is not just about beautiful products; it's about creating a positive impact on the world, and digital marketing can play a vital role in communicating that story.\"})})]});export const richText5=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Luxury brands are constantly seeking ways to connect with their customers on a deeper, more meaningful level. While offering high-quality products and exceptional service remains paramount, the key differentiator for many luxury brands now lies in the ability to deliver truly personalised experiences. Generic marketing blasts and one-size-fits-all approaches are no longer sufficient. Consumers, particularly in the luxury sector, expect brands to understand their individual preferences and tailor their interactions accordingly. This means moving beyond basic segmentation and embracing a more strategic personalisation strategy. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The demand for personalisation is clear. A significant majority of consumers expect brands to recognise them as individuals and anticipate their needs. This expectation is even higher in the luxury market, where customers are accustomed to a high level of personalised service when shopping offline and in store. This is something that needs to be replicated into their digital experience. In its simplest form, personalised emails, for example, have been shown to deliver significantly higher transaction rates compared to generic email campaigns. This demonstrates the power of tailoring your messaging to resonate with individual customer preferences.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"However, personalisation goes far beyond simply inserting a customer's name into an email. True personalisation requires a deep understanding of your customer's behaviour, preferences, and motivations. This involves collecting and analysing data from a variety of sources, including purchase history, browsing behaviour, stated preferences, and even social media interactions (where appropriate and with explicit consent). A robust CRM system is essential for capturing and organising this data, providing a comprehensive view of each customer.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Once you have a clear understanding of your customers, you can begin to create highly targeted segments based on more than just demographics. Consider psychographics, interests, and purchase motivations. What are their aspirations? What are their values? What experiences are they seeking? By understanding these deeper motivations, you can tailor your messaging and product recommendations to resonate with each individual customer.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText6=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"AI-Powered Personalisation.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The rise of AI-powered personalisation tools has made it easier than ever for luxury brands to automate and optimise their marketing efforts. These sophisticated tools can analyse vast amounts of data to identify patterns and predict future behaviour. They can then be used to personalise website experiences, recommend products, and deliver targeted marketing messages across multiple channels. Imagine a customer browsing your website for a specific type of watch. AI-powered personalisation could then suggest complementary items, such as a matching strap or a watch winder, creating a more seamless and relevant shopping experience.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Data Privacy. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"However, with great power comes great responsibility. As you start collect and use more customer data, it's crucial to be transparent about how that data is being used. Data privacy is a growing concern, and customers are increasingly aware of their digital footprint. You must be upfront about data privacy policies and ensure you are complying with all relevant regulations. Offering customers control over their data and how it is used is not only ethically sound but also builds trust and strengthens customer relationships.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Personalise Your Entire Customer Journey. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Personalisation should also extend beyond marketing communications and into the entire customer journey.  Consider how you can personalise the in-store experience through appointment booking, offering personal styling sessions through virtual website experiences or exclusive previews of new collections for loyal customers. Think about how you can personalise your customer service, providing tailored recommendations and proactive support. The goal is to create a seamless and consistent experience across all touch points, reinforcing the feeling that each customer is valued and understood.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"In the luxury market, personalisation is not just a trend; it's an expectation. And customer experience can make or break an emerging brand.  By moving beyond basic segmentation and being more savvy with your personalisation, you can start to build stronger customer relationships, increase loyalty, and ultimately drive sustainable growth. This may mean investing in new technology, prioritising data privacy, and fostering a culture of customer-centricity throughout the organisation. The future of luxury lies in the ability to create truly personalised experiences that make each customer feel valued and understood. \"})})]});export const richText7=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Influencer marketing has become a staple in the digital marketing landscape, and for good reason. When done right, it can be a powerful tool for luxury brands seeking to connect with wider and engaged audiences and drive sales. However, the world of influencer marketing is constantly evolving, and what worked a few years ago might not be as effective today. Luxury brands need to move beyond trends and adopt a more strategic and nuanced approach to truly unlock the potential of this channel.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Make Use of Micro-Influencers. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"One of the biggest shifts we're seeing is the rise of the micro-influencer. While the allure of partnering with a celebrity or macro-influencer with millions of followers can be tempting, data suggests that smaller influencers with highly engaged audiences often deliver better results. These micro-influencers, typically with follower counts ranging from 10,000 to 50,000, have cultivated a dedicated following within a specific niche. Their audience trusts their recommendations and perceives them as more authentic and relatable than their macro counterparts. Even though we see the major luxury houses still adopting celebrity brand ambassadors, for smaller or more emerging luxury brands, looking for micro-influencers who are able to achieve higher engagement rates, increased website traffic, and ultimately, more conversions, is a much more cost effective way of making use of the channel. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Authenticity of Influencers.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This brings us to another crucial point: authenticity. In the age of social media, consumers, especially Gen Z and Millennials, are incredibly savvy and have high expectations for customer service and a personalised approach. They can easily spot a forced or inauthentic partnership from a mile away. Overly polished, obviously sponsored content can be met with skepticism, and could even damage a brand's reputation. Luxury brands must continue to prioritise genuine connections with influencers who truly embody their brand values and resonate with their target audience. This means carefully vetting potential partners, ensuring alignment in terms of aesthetics, values, and messaging. It also means giving influencers creative freedom to create content that feels natural and authentic to them.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText8=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"The Power of User Generated Content. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So, how can luxury brands leverage this trend towards authenticity? One powerful strategy is to incorporate user-generated content (UGC) into your influencer marketing mix. Seeing real customers genuinely enjoying and interacting with your products is incredibly impactful. It builds trust, social proof, and a sense of community around your brand. Studies have shown that UGC generates significantly more engagement than traditional brand content. Encourage your customers to create and share content featuring your products, perhaps through contests, loyalty programs, or simply by featuring their content on your own social media channels. This not only provides valuable social proof but also gives your brand a more human and relatable touch.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When we think about creative output for influencer marketing, platforms like TikTok and Instagram are continuously pushing their short form video opportunities. Short, engaging videos are perfect for showcasing the craftsmanship, heritage, and unique experiences associated with luxury brands. Think behind-the-scenes glimpses into your ateliers, hosted by your influencers, highlighting the artistry that goes into creating your products, or showcasing the luxurious lifestyle associated with your brand.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Reporting Success. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Moving forward, luxury brands should consider shifting their focus from vanity metrics like follower count to more meaningful measures of success. Instead of simply looking at the number of followers an influencer has, prioritise engagement metrics like likes, comments, shares, and website clicks. Track the number of sales generated through influencer campaigns to understand the true ROI of your efforts. By focusing on these performance-based metrics, you can identify which influencer partnerships are truly driving results. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Influencer marketing remains a valuable tool for luxury brands looking to acquire new customers. However, success in this space still requires a strategic approach. Simply choosing the 'most famous' person you can think of, won't also work. Prioritise authenticity, partner with micro-influencers who genuinely align with your brand, leverage the power of UGC, and embrace the rise of short-form video content. Focus on what truly resonates with your target audiences, and see if you can unlock the true potential of influencer marketing and drive sustainable growth for your luxury brand.\"})})]});export const richText9=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[\"Digital Fatigue is real and consumers are more savvy than ever. With this in mind, when we look at creative strategy for luxury brands, it only calls for one thing. And that thing is \",/*#__PURE__*/e(\"strong\",{children:\"risk\"}),\". \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When we say 'risk', we aren't talking about breaking brand guidelines, overhauling the identity of the brand or producing controversial content. Creative risk means exploring new narratives, styles of content, and having the confidence to be bigger, bolder and braver. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The aim is to stop scrolling in its tracks and create something truly memorable; whether that is using your favourite public figures, using colour in creative ways, alternative locations for photoshoots or simply creating a one of a kind story to tell. Now is not the time to churn out the same static product ads that we've been seeing over the past few years. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Consumer Fatigue. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"34 million videos are posted on Tiktok every day. That's around 272 videos every second. 3.7 million videos are posted on Youtube everyday. We live in a content rich environment and can we blame consumers for getting a bit bored? \"}),/*#__PURE__*/e(\"p\",{children:\"The way that audiences are consuming content is a bit of a catch 22. We are consuming more and more content every day which lends itself to great opportunities for brands. But because there is so much content available, its harder to grab attention, harder to keep attention and competition for attention has never been so great. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So we come across this issue of creative and consumer fatigue. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"If you're a brand following creative/video trends: \"})}),/*#__PURE__*/a(\"p\",{children:[\"When trends come along, audiences are thrilled to watch lots of different iterations of that one trends, but \",/*#__PURE__*/e(\"strong\",{children:\"fatigue\"}),\" soon sets in when that trend has passed. And so your creative and social teams are having to constantly keep their fingers on the pulse of what's relevant and what's old news. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"If you're a brand not following trends: \"})}),/*#__PURE__*/e(\"p\",{children:\"Its never been more important to stand out and break through the templated or mundane content that is being pushed onto platforms every second. If audiences are tired of scrolling through the same content, your brand needs to be the reason they stop scrolling. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"How To Be Risky. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Embrace unconventional storytelling:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Instead of focusing only product and benefits, try and find your unique brand story. Think about how you want your audience to feel when they think of your brand and how that needs to be executed emotionally. If you\u2019re a brand who has been guilty of pushing a lot product features, surprising your audiences with a story/emotion led campaign and you might be surprised at the increase in brand recall. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"You can read more about \",/*#__PURE__*/e(r,{href:{pathVariables:{kLUIbcvkR:\"storytelling-is-key-to-your-long-term-growth\"},unresolvedPathSlugs:{kLUIbcvkR:{collectionId:\"aFAOeH5C8\",collectionItemId:\"ag16hPT3J\"}},webPageId:\"vunc_QhcY\"},motionChild:!0,nodeId:\"aFAOeH5C8\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"emotion-led storytelling\"})}),\" or \",/*#__PURE__*/e(r,{href:{pathVariables:{kLUIbcvkR:\"how-to-find-your-brands-story\"},unresolvedPathSlugs:{kLUIbcvkR:{collectionId:\"aFAOeH5C8\",collectionItemId:\"s6s7IyAic\"}},webPageId:\"vunc_QhcY\"},motionChild:!0,nodeId:\"aFAOeH5C8\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"how to find your brand story\"})}),\" if this concept is new to you. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Experiment with unexpected formats:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Instead of relying on traditional static ads, pretty photography and generic social media posts, explore more dynamic ad formats or interesting use of location, colour or editing. You might even want to experiment with interactive experiences like Live Shopping or Augmented Reality. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Challenge social norms and expectations:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Try and avoid playing\",/*#__PURE__*/e(\"strong\",{children:\" \"}),\"it safe and copy and pasting tired strategies and campaigns (unless they are still generating a high ROAS of course). Try to challenge what your audience might associate with your brand without breaking your brand guidelines. Ultiamtely, you want to give audiences something to think about, which will spark awareness for your brand.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText10=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Encouraging Your Board to be Risky. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"When it comes to creative risk, we\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\" generally\"})}),\" see bottlenecks of approval at board level. And this is for numerous reasons; financial priorities, concerns of reputation, slightly less aware of digital or consumer nuances etc. But there are ways that marketers can frame risky ideas in order to win over the team at the top. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Demonstrate a clear understanding of potential risks and rewards:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Try and avoid presenting risky ideas as a silver bullet for revenue. Conducting thorough research through audience research and making sure creative decision are based on a data rather than a hunch can help present the opportunities of your ideas. Make sure you touch upon potential risks as well as the rewards. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Build a strong case for ROI (Return on Investment):\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Making sure you have strong and clear KPIs in place rather than \"}),\"solely on creative merit so that you can be clear on how to measure success. Emphasise the potential for increased brand awareness, customer engagement, and ultimately, revenue growth. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Feel free to highlight successful examples of similar risky campaigns by other brands, and demonstrate how these campaigns translated into tangible business results.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/a(\"strong\",{children:[\"Create a culture of experimentation and learning:\",/*#__PURE__*/e(\"br\",{})]})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Instead of viewing risky campaigns as a one-time gamble, frame them as valuable learning experiences that can inform future marketing decisions. If you can implement a system for tracking KPIs quickly, analysing performance, optimisation, you can be consistently testing new concepts and learning what resonates best with consumers. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})})})]});export const richText11=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We're proud to announce that our Director of Client Growth Strategy, David has recently achieved accreditation from Meta as a Certified Media Buying Professional. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This accolade is a reflection of David's expertise within Meta. The examination measures competency within\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Media Buying\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Campaign Planning\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Campaign Management\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ad Performance Optimisation \"})})]}),/*#__PURE__*/e(\"p\",{children:\"Across all Meta technologies. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Well done David! \"})]});export const richText12=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,E1ykWGUtBZz04SKtkrRXefWbuI.png\",\"data-framer-height\":\"2700\",\"data-framer-width\":\"2700\",height:\"1350\",src:\"https://framerusercontent.com/images/E1ykWGUtBZz04SKtkrRXefWbuI.png\",srcSet:\"https://framerusercontent.com/images/E1ykWGUtBZz04SKtkrRXefWbuI.png?scale-down-to=512 512w,https://framerusercontent.com/images/E1ykWGUtBZz04SKtkrRXefWbuI.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/E1ykWGUtBZz04SKtkrRXefWbuI.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/E1ykWGUtBZz04SKtkrRXefWbuI.png 2700w\",style:{aspectRatio:\"2700 / 2700\"},width:\"1350\"})]});export const richText13=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:'From Binet and Field\\'s research paper \"The long and short of it\", there has always been a rivalry between brand and performance. Much like when marketers where battling the siloing of channels, now we seem to be meeting and new match when it comes to comparing success of brand marketing vs performance marketing.'}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The Binet and Field study, published over a decade ago, was more related to messaging when thinking about brand or activation. It asked marketers to look at the overall message of their advertising and distinguish whether it was promoting an overall brand message or whether it was purely aimed at activating sales. Since its publication, the theory of brand vs activation has branched out from messaging and is now widely applied to many different marketing decision making. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But when we look into more detail at customer journeys, purchasing habits and the expectations that come with digital experiences, are we, once again, stifling our own brand growth?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText14=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"The Customer Journey. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If we adopt the theory of there being just 2 types of messaging; brand and performance, it suggests that we think of the customer journey as just two stages. Brand assets cover audiences not in market and Performance covers those who are in market. But as we know, the customer journey is far more nuanced than that. Especially, when we look at the Luxury industry where consideration stages are often longer than that of general retail and FMCG. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Google coined the term \",/*#__PURE__*/e(r,{href:{pathVariables:{kLUIbcvkR:\"the-messy-middle-navigating-the-middle-funnel\"},unresolvedPathSlugs:{kLUIbcvkR:{collectionId:\"aFAOeH5C8\",collectionItemId:\"QASd408Bb\"}},webPageId:\"vunc_QhcY\"},motionChild:!0,nodeId:\"aFAOeH5C8\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:'\"The Messy Middle\" '})}),\"as a way of describing the complicated relationship between channels and motivations when consumers are browsing online. It perfectly explains that way marketers have historically seen the purchase journey, whether that be this brand to activation model or a marketing or sales funnel, is flawed when we actually look at the mess of activity that sits between audiences being introduced to brands and then finally making a purchase. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Channel Selection. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Yes, it is true that certain channels will lend themselves more towards brand and some towards activation. But pinning channels into either camp will not only harm the long and short term benefits of activity but will silo reporting and suggest that your strategy is not working as one cohesive piece of work. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It certainly easier and more obvious to drive emotion-led brand creative through a video-based, full screen and full sound experience like TV, CTV or Cinema. And using PPC and Paid Social to drive sales and promotion has always been seen as the norm. However, it simply isn't true that any of these channels are only strong at a particular type of activity. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Paid Social is the perfect example for this. If we look at Tiktok as a channel, the motivations of the users is very much the same of those of TV viewers; entertainment. So why would we treat the platform only as a sales focussed tool. You can still drive a very emotional piece of storytelling or brand led creative on Tiktok and see success. Remember that you don't want to just be measuring in platform ROAS. You also want to be looking at CTR and the influence that activity is having on your other channels. But you could also serve hard-hitting black friday content urging people to convert now before time runs out. Both are effective on the one channel. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:'Its the message which determines whether it could be classed as \"Brand\" or \"Activation\" rather than the channel we\\'ve chosen to place it on. '}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Our 4 Step Framework. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"To combat this polarity between brand and activation, we adopt a 4 step framework. The framework is not to pigeonhole creative or channels but to ensure that there is content being placed wherever a brand's customers might be and that content appeals to them and is memorable no matter where they are in their buying journey. It eliminated the need to think of activity in two camps and instead ensures a cohesive and consistent experience for users. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The framework consists of\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Discover:\"}),/*#__PURE__*/e(\"p\",{children:\"Our Discover phase is a stage of research. Looking at current customer data, industry trends and consumer behaviour, we are able to map out opportunities to introduce new channels, demographics and territories. It is within this stage that we think about how to plan the following 3 stages. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Build:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The Build stage is aimed at those consumers who have never heard of the brand before. They are brand new audiences and will most likely not be in the market for the product. This stage encompasses a mix of brand storytelling and generating demand. We want to generate a high brand recall rate and a strong reputation for what the brand stands for and why audiences should desire the product. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Storytell:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Storytell begins to tap into the cognitive biases of consumers. They hopefully have already been introduced to the brand through our build activity and are now entering a phase of exploration and evaluation. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This stage could last a day or could last a number of months so its important for brands to think about how they can start building a relationship with consumers who are not yet customers. When the time comes for them to purchase, you'll want your brand top of mind. We bring in ad types that allow for social proofing, UGC style, building scarcity alongside the emotional brand pieces we know build long term memory. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Sell:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The Sell stage could be likened to Activation. But the main difference to realise is that any style of ad on any platform can act as an activation ad. Any number of your ads could push a consumers to convert; its about being in the right place and the right time. However, to make sure that we are capturing those consumers sitting at the bottom of the 'funnel', who are actively seeking your purchase and are ready to checkout, using shopping specific campaigns like Google's Shopping or Meta's Advantage+ Shopping Campaigns ensures we are leaving no stone unturned. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Is it Time to Retire Brand vs Activation? \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The logic and theory behind this research is still very much relevant when we think about messaging. We consistently see brands who focus specifically on Activation struggle to efficiently acquire new customers and see long term growth. But apply the term across every decision that needs to be made and we'll end up, once again, with a siloed strategy and missing the rewards that are reaped when your entire digital strategy is working together. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText15=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"As in industry, does marketing have an over reliance and misuse of the metric ROI? \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is something we debate and explore almost everyday. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In short, ROI should be a a measure of efficiency not an overall business goal. And often brands and businesses who are held hostage by the idea of ROI, sacrifice overall growth. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"ROI in a Nutshell. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"ROI has been a north star metric to measure marketing effectiveness to many brands over the years. Its probably one of the most cited metrics in the boardroom when looking at the overall success of campaigns. It is often referenced when discussing profitability with the assumption that the higher the ROI, the more profitable the campaign or activity has been. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"ROI = (Revenue / Investment) x 100 \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But when we think about ROI more closely, a higher percentage will not always correlate to higher levels of profit. Lets explore that in a bit more detail. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Profitability. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As mentioned, on the surface a high ROI would reflect a highly profitable piece of activity. However, this does not take into account scale and level of investment. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A 8x ROI on $1000 spend = overall profit of $7,000\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A 4x ROI on $10,000 spend = overall profit of $30,000\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Which of those examples has acquired the brand the most revenue? Its should be clear now that only focussing on ROI, could mean a failure to allocate enough funds to find true growth because, of course, the less you spend, the higher your ROI will be; especially for luxury brands with a high AOV. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Instead of profitability, ROI is a measure of efficiency. Using this metric we are able to take a look at the \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"potential \"})}),\"of marketing activity, and where budgets can be pushed. We use ROI and ROAS as a marker to where the ceiling is for media spend on a particular campaign or channel. W see the metric fall below 3x and we know that the campaign or ad is probably working at capacity. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText16=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Scale and Diminishing Returns. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With the previous insight on profitability, scaling might seem straightforward; the more money we invest in advertising, the more sales and revenue we generate. However the relationship between spend and revenue is never linear. Another reason why we cannot isolate ROI as a measure of success. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As we increase our spending, especially on one specific channel, we eventually come across less and less new customers to reach. A higher investments in generating demand (upper funnel) is needed which does not reap immediate results. Consequently, each additional $1 spent has a progressively lower impact on revenue. This is known as Diminishing Returns. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"The curve of Diminishing Returns varies hugely from channel to channel with some channels like Linear TV having a much higher ceiling than a channel like Cinema; as the below chart taken from \",/*#__PURE__*/e(\"em\",{children:\"Profitability 2, April 2024 \"}),\"shows. \"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ZVAW30U3Gl1HFUBJ98l0wBTvNQ.png\",\"data-framer-height\":\"632\",\"data-framer-width\":\"1046\",height:\"316\",src:\"https://framerusercontent.com/images/ZVAW30U3Gl1HFUBJ98l0wBTvNQ.png\",srcSet:\"https://framerusercontent.com/images/ZVAW30U3Gl1HFUBJ98l0wBTvNQ.png?scale-down-to=512 512w,https://framerusercontent.com/images/ZVAW30U3Gl1HFUBJ98l0wBTvNQ.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ZVAW30U3Gl1HFUBJ98l0wBTvNQ.png 1046w\",style:{aspectRatio:\"1046 / 632\"},width:\"523\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Given the variation in diminishing returns across channels, budget allocation and most efficient channel mix will ultimately depend on your total budget size. This is where ROI can be an effective benchmark. Look at channels currently yielding higher ROIs and forecast the opportunities based on where you think the returns will start to diminish. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"ROI Measures Efficiency. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"ROI is great at measuring efficiency. Alone, its not a useful metric as simply reducing spend will increase ROI. But this will result in sacrificing scale. So by combining the idea of scale alongside efficiency (ROI) you have a good benchmark for success. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But what is classed as efficient? If we take Paid Social ads served through Meta, we would always work towards and ROI/ROAS of 3. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When we see campaigns or ads fall below this 3x threshold we can do 1 of 2 things. We can either reduce spend to bring this metric back up to 3 or we take a look at the effectiveness of the ads themselves and see whether there are optimisations we can make, without reducing budget, to make the campaign more effective. These optimisations could include removing poorer performing creative or testing new ad copy. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If we see campaigns or ads fly above that 3x benchmark, then it is an indication that there is more demand available and that budgets should be raised accordingly until we reach the 3x. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Of course, this benchmark will differ depending on AOV and the individual profit margins of each brand but generally speaking 3X is a good starting point. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is a very dynamic way of working and means that budgets need to be flexible both within and across each channel. If you are currently working with strict and definite budget allocation, this could be a hinderance to growth. Take a look at where you might be able to make some changes to the way that spend is distributed to allow for these adjustments. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText17=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We're over the moon to have been announced as Direct Commerce Award Winners for our outstanding work with Ancient Greek Sandals. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Andy travelled down to London to accept our award in the Channel Master category for Digital Marketing and Social. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This award is a testament to our entire ethos at Revenue Growth Agency; not only providing exceptional results within individual channels but being able to directly affect the growth of a ecommerce business. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"After a year of many shortlists, we are so proud to have been awarded this recognition! \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText18=/*#__PURE__*/e(n.Fragment,{children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,UFkJT4eHi0Y6Pro6YzkNXibpk.png\",\"data-framer-height\":\"1808\",\"data-framer-width\":\"1280\",height:\"904\",src:\"https://framerusercontent.com/images/UFkJT4eHi0Y6Pro6YzkNXibpk.png\",srcSet:\"https://framerusercontent.com/images/UFkJT4eHi0Y6Pro6YzkNXibpk.png?scale-down-to=1024 724w,https://framerusercontent.com/images/UFkJT4eHi0Y6Pro6YzkNXibpk.png 1280w\",style:{aspectRatio:\"1280 / 1808\"},width:\"640\"})});export const richText19=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Luxury brands don\u2019t belong on TikTok is a statement we face a lot when we begin talking to brands about testing new channels. TikTok is the biggest growing platform that we\u2019ve seen in recent years but it has a certain reputation when it comes to advertising and user base.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"The Tiktok Audience.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The common misconception is that it\u2019s only young people using TikTok.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But actually 64% of Tiktok users are 25 years old and over (Statista). So when we look at the opportunity to reach older audiences with a higher level of disposable income, Tiktok might be the next place to look. We cannot continue to assume that our audiences are not using TikTok - we are past the point of the platform just being full of viral comedy videos. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,G51sfAThgEyn5xjhwSY0pW2LNg.png\",\"data-framer-height\":\"1122\",\"data-framer-width\":\"1604\",height:\"561\",src:\"https://framerusercontent.com/images/G51sfAThgEyn5xjhwSY0pW2LNg.png\",srcSet:\"https://framerusercontent.com/images/G51sfAThgEyn5xjhwSY0pW2LNg.png?scale-down-to=512 512w,https://framerusercontent.com/images/G51sfAThgEyn5xjhwSY0pW2LNg.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/G51sfAThgEyn5xjhwSY0pW2LNg.png 1604w\",style:{aspectRatio:\"1604 / 1122\"},width:\"802\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Content on Tiktok.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Content on Tiktok includes Fashion Week runways and behind the scenes, luxury travel vlogging, news, politics, financial and business advice and so much more. Its narrow minded to continue with this thought that its a low brow platform.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,4cMQt0I39TAZGkzrDt1p1BnzE.png\",\"data-framer-height\":\"738\",\"data-framer-width\":\"2310\",height:\"369\",src:\"https://framerusercontent.com/images/4cMQt0I39TAZGkzrDt1p1BnzE.png\",srcSet:\"https://framerusercontent.com/images/4cMQt0I39TAZGkzrDt1p1BnzE.png?scale-down-to=512 512w,https://framerusercontent.com/images/4cMQt0I39TAZGkzrDt1p1BnzE.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/4cMQt0I39TAZGkzrDt1p1BnzE.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/4cMQt0I39TAZGkzrDt1p1BnzE.png 2310w\",style:{aspectRatio:\"2310 / 738\"},width:\"1155\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,eqKjnLS3cGHDEOcVv1fKX4QsA0.png\",\"data-framer-height\":\"742\",\"data-framer-width\":\"2302\",height:\"371\",src:\"https://framerusercontent.com/images/eqKjnLS3cGHDEOcVv1fKX4QsA0.png\",srcSet:\"https://framerusercontent.com/images/eqKjnLS3cGHDEOcVv1fKX4QsA0.png?scale-down-to=512 512w,https://framerusercontent.com/images/eqKjnLS3cGHDEOcVv1fKX4QsA0.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/eqKjnLS3cGHDEOcVv1fKX4QsA0.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/eqKjnLS3cGHDEOcVv1fKX4QsA0.png 2302w\",style:{aspectRatio:\"2302 / 742\"},width:\"1151\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,53tB33bmdprmVbvKC7bxJRU6abY.png\",\"data-framer-height\":\"748\",\"data-framer-width\":\"2294\",height:\"374\",src:\"https://framerusercontent.com/images/53tB33bmdprmVbvKC7bxJRU6abY.png\",srcSet:\"https://framerusercontent.com/images/53tB33bmdprmVbvKC7bxJRU6abY.png?scale-down-to=512 512w,https://framerusercontent.com/images/53tB33bmdprmVbvKC7bxJRU6abY.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/53tB33bmdprmVbvKC7bxJRU6abY.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/53tB33bmdprmVbvKC7bxJRU6abY.png 2294w\",style:{aspectRatio:\"2294 / 748\"},width:\"1147\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Tiktok is an entertainment channel. It operates in a similar way to TV when we think about the use case for audiences. Users browse the platform looking for content which will entertain or educate and more and more we are seeing users using TikTokok to discover and be inspired. If we think about the platform like TV and TV advertising, it's a place your brand would like to be surely? \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText20=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Tiktok's Channel Influence.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"No one marketing channel works alone. As consumers browse online, in store, out of home, they consume content in hundreds of different formats, placements and each interaction builds a picture of a brand or product in their mind without them even realising.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So when looking at diversifying channel mixes for brands, it\u2019s not soley about driving revenue in platform. Its about the influence that channel could have on every other channel that is currently running.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If we are thinking about Tikotk as a TV like entertainment channel, we set it up so that success is not just ROAS but also the halo effect it is going to have on the rest of your strategy. User's browsing Tiktok will not always be in the mindset to shop but having visibility and entertaining them will have a long lasting impression and increase brand recall and trust when they see your ads elsewhere. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A series of smaller interactions across multiple channels is proven to drive incremental revenue. Tiktok as a visual, video first platform offers an opportunity as a strong introducer for your brand to new customers. And what do we mean by introducer? Its the very very first introduction of your brand to people who have never heard of you previously. They may then take more notice of your ads across Meta, because of that introduction, and convert via Google shopping when they become in the market for your product. Without that first introduction, the following actions would not take place.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When starting out on Tiktok, or any new channel really, it can be tempting to just look at your ROAS figures in platform and make a decision as to whether it\u2019s effective. But the key is to take a step back. Have your other channels improved because of the introduction of Tiktok? If you have an attribution solution that allows you a view on 1st click or channel influence on conversions (like assisted conversions in GA), these are the metrics you need to be diving into alongside your usual money metrics.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Just because you can\u2019t see lots of revenue in Tiktok analytics doesn\u2019t necessarily mean the channel is not working.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Testing on Tiktok. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Our advice to brands looking to explore Tiktok is just to relentlessly test. Make sure you have Tiktok tailored creative to give you the best chance of success and then test and optimise in platform. Look at the performance of your other channels after you've switched the on button on your Tiktok campaign and see whether they start performing more efficiently. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As with any test, keep your variables to a minimum so you can pinpoint the cause and effect of different trends and make rational decisions based on data. You might find that the piece of content you personally like the least, does the best as driving traffic through to your site. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For one brand we've seen the best performing creative of Tiktok simply be street interviews of the general public trying to pronounce the brand name. No mention of product or price at all. Think outside of the box and get creative! \"})]});export const richText21=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Google and Meta are the bread and butter of any digital marketing strategy and are often the very first channels that brands venture into when they are thinking more seriously about their online presence. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And of course brands can survive pretty well online with just these 2 channels, if they are optimised incredibly well. But for brands with ambitious targets or those who have reached a revenue plateau and see their current media spend reaping less rewards, it may be time to diversify your channel mix and really focus on what a multi channel approach looks like for your brand and more importantly, your audience. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"To understand why a multi channel approach is so important, I think its vital to look at the behaviour of the consumer. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Multi Touch Consumer Behaviour \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"All marketers have heard the 8 touch point rule; that generally, users need 8 different touch points from discovery to purchase. At some point this general rule of thumb seems to have disappeared as platforms find even more ways of serving bottom of funnel campaign types with conversion as the objectives. \",/*#__PURE__*/e(\"strong\",{children:\"Not everyone will immediately be in the market to purchase your product. \"}),\"Even more so if they are browsing social media for entertainment purposes. So we need to go back to that 8 touch point frame of mind. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"And when we think of those 8 touch points, they are not just happening on Meta and Google. We have newer channels emerging like the titan of Tiktok and more nuanced platforms like Pinterest, Reddit, Twitch, OTT apps like Amazon Prime and Netflix. According to data from \",/*#__PURE__*/e(r,{href:\"https://techreport.com/statistics/software-web/mobile-app-download-statistics/\",motionChild:!0,nodeId:\"aFAOeH5C8\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"The Tech Report\"})}),\", the average person has around 80 installed apps, 9 that they use regularly and 30 used within a single month. Armed with this information, brands should be looking at how to become visible, but not intrusive, on as many of these platforms as possible. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Depending the price of your product, this consideration phase could be even longer. For luxury brands in particular the journey between a consumer discovering your brand for the first time, becoming a customer and then repurchasing on multiple occasions, requires a carefully planned strategy and well told brand story. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Brand Building \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The other positive of investing in a multi channel approach is the knock on effect it has on brand building. Having a presence on various platforms and tailoring creative specifically for the use of each platform helps build an interesting and positive perception of your brand. Providing you have your targeting and messaging consistent, you'll be constantly inviting new users to learn more about your brand and leading them down a path to purchase. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In this modern digital age, your strategy shouldn't be siloed and complex. Its about giving your users options and variety of content in many spaces. If you can link together numerous small exposures, it can be more effective that your one big brand campaign that you've only launched on one channel. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"And in the long run, research from \",/*#__PURE__*/e(r,{href:\"https://www.warc.com/newsandopinion/opinion/les-binet-on-why-long-term-marketing-matters-in-the-age-of-short-termism/en-gb/3307\",motionChild:!0,nodeId:\"aFAOeH5C8\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"Binet and Field \"})}),\"has showed that brand building is more effective at long term incremental growth of sales than repeatedly running sales activation/ short term performance activity. So it does really pay to invest in this type of content based activity. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText22=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Incremental Gains\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Brand building is a great bi-product of these tiny touch points but it has been proven that having activity on multiple channels has a direct and positive effect on ROI and revenue. \"}),/*#__PURE__*/e(\"p\",{children:\"Recent research conducted by Magic Numbers shows how having multiple channels involved in your strategy directly effect sales as well as encouraging a positive brand perception. So whilst you can get favourable results but running each channel independent of one another, when they begin to work together, thats when we start to see real success and real growth. \"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,udCBfimRStMrXU5vz4l9XMgAJHk.png\",\"data-framer-height\":\"860\",\"data-framer-width\":\"1526\",height:\"430\",src:\"https://framerusercontent.com/images/udCBfimRStMrXU5vz4l9XMgAJHk.png\",srcSet:\"https://framerusercontent.com/images/udCBfimRStMrXU5vz4l9XMgAJHk.png?scale-down-to=512 512w,https://framerusercontent.com/images/udCBfimRStMrXU5vz4l9XMgAJHk.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/udCBfimRStMrXU5vz4l9XMgAJHk.png 1526w\",style:{aspectRatio:\"1526 / 860\"},width:\"763\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"How Do I Know If My Channels Are Working Together?\"}),/*#__PURE__*/e(\"h2\",{children:\" \"}),/*#__PURE__*/e(\"p\",{children:\"The first step is actually being present on more than one channel. As mentioned previously, there is often a reliance on Meta and Google but exploring a wider variety of channels doesn't need to be complex. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Reporting.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"The key to understanding how your channels work together is taking a step back and viewing things on a larger scale. Yes, it's important to continue to look at the last click ROAS of each channel and campaign but being able to see how effective channels are \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"introducing\"})}),\" users to the brand and how effective channels are at \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"influencing\"})}),\" purchases is equally as important. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There's no easy way of being able to measure this. Using reporting metrics like assisted conversions could be 1 place to start if you are reporting through Google Analytics or looking at native platform analytics. 1st Click attribution models can be a good place to start when looking for good introducers. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"To be able to see more granular detail, you'd need to invest in a attribution tool which is able to map out all interactions across a purchase journey and assess influence of each channel on the other. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Content and Creative Assets. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Content and your creative assets are some of the most important elements of your digital strategy, especially when you're exploring visual platforms such as Tiktok and Pinterest. The real art is making sure that the content and assets that you are serving are tailored for each channel's nuances but tell tell a consistent brand story and allow the brand to be recognisable from one platform to the next. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As an example, if you are a luxury luggage brand: \"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"You are serving your big budget brand video across Youtube and also CTV such as Amazon Prime. The story showcases your brand personality and evokes the emotion you want your brand to be synonymous with. The video showcases how the brand can take the stress out of travel and allow you to find peace and wonder in each little part of the journey. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"You have created UGC content to serve across Tiktok and test on Instagram. Content creators are filming packing videos for their long cross country train journeys. Follow up videos show the beauty of the journey, the views from the train and how the luggage has allowed them to relax. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:['You also have still images turned into carousels across Meta and Pinterest showing the luggage in its \"natural habitat\"; a busy train station; airport security; a hotel lobby. Amongst all the chaos, the luggage and its owner looks peaceful. ',/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})})]}),/*#__PURE__*/e(\"p\",{children:\"This example should demonstrate how you can create different styles of content and creative assets but all sit under the same brand story and one relates to the other, creating a cohesive experience for the user. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"So to conclude, don't just reply on Meta and Google. Explore and test new channels with creative content tailored for each channel, and take a look at your reporting set up and how you can better optimise reporting cross channel success. \"})})]});export const richText23=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We're delighted to have been shortlisted amongst a wealth of brilliant brands and agencies at the Direct Commerce Awards 2024. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Once again, we have been recognised for our outstanding work with Ancient Greek Sandals over their 2023 retail year. This nomination is a testament to our relentless strive for success and also commends the relationship we have with the internal team at Ancient Greek Sandals; being able to work seamlessly within their wider marketing and management teams. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We can't wait to hear the results on the 17th October. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Wish us luck! \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText24=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Black Friday (BF) strategies have almost always consisted of the same. Sell more, more, more. Push budgets down into your bottom of funnel, sales and activation ads and then let your discounts do the rest. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Now, this strategy has worked in the past. But as consumer sentiment, the retail landscape and online expectations evolve, so does our BF advertising. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In order for us look forward, it's useful to look back at how this all came about. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"History of Black Friday. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:'The first use of the term \"Black Friday\" was by factory managers in America who would see a huge number of workers calling in sick to work the day after Thanksgiving. Although still not a federal or national holiday, the day after Thanksgiving is often given as a day off by employers and the retail industry saw this an an huge shopping opportunity. '}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"High street retailers would use this shopping opportunity to clear their warehouses and stores of stock in order to restock new items for Christmas. These huge savings would create enormous purchase intent for consumers, especially for electronics and furniture; items which could be unaffordable usually. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But it seems that the days that thousands of customers queuing from midnight outside of stores are gone. So are the days of quick 24hour sales periods. Now we see Black Friday & Cyber Monday as a weekend vent or even Black November where retailers and brands are choosing to lessen discounts but extend sales periods over a longer stretch of time. We also can't ignore the shift from queueing outside a store and battling other customers for limited stock to being able to shop Black Friday deals from your computer or phone.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So with that in mind, let's look at how Black Friday should fit into your digital strategy. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Black Friday Should Not Replace Your Customer Acquisition Strategy. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Black Friday should be used as a tool, not as a replacement for your usual activity. The acquisition of new customers through the promotional activity of BF throws up some interesting challenges which brands may want to avoid. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"You may acquire customers who would never be able to afford your products at full price. Therefore their LTV is limited. They may only purchase from you once a year (on BF) or only when you are running sales. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"You could be lessening the value of your top performing products. Running a sitewide discount on every single product could affect the perception of your best-sellers or staple products which never go out of season. Seeing them at a lower price means some my be reluctant to pay the extra margin when the sale ends. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Inviting huge amounts of new discount customers could drastically affect your profit margins. Say you operate at a 30% profit margin and are offering 20% discount across products for BF. Generally, in order to generate the same amount of revenue, you'll need to sell 200% more units. (You can read more about that \",/*#__PURE__*/e(r,{href:\"https://www.revenuegrowthagency.co.uk/latest-news/promotions-are-killing-your-profits\",motionChild:!0,nodeId:\"aFAOeH5C8\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"here.\"})}),\"). So if we take this in conjunction with point 1, you'll need to be selling even more and more units each year to meet annual growth targets. \"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"So if we're not using Black Friday to gain new customers, then what should we be doing with it? \"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText25=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Clear Stock and Old Lines. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As mentioned previously, Black Friday used to be an opportunity to clear down old stock, ready for new releases and new lines. If your brand runs a seasonal model where new lines and stock are ordered for the seasons (SS23/24 - AW24-25 for example), you can still certainly use BF as a means of selling remaining stock at a lower price. Or did you over estimate the popularity of an item and now have thousands sitting in a warehouse waiting to be sold. BF is the perfect opportunity to move those units. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The same can be said for older lines or product categories which might not be your bread and butter. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Reward Your Most Loyal Customers. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Possibly one of the most powerful ways you can be using BF is as a reward system for your most loyal customers. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If you're using the RFM method of segmenting your current customer base within your CRM, you'll be aware of who your most valuable and loyal customers are. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Not familiar with RFM? Its stands for Recency, Frequency and Monetisation. Who are your most recent customers, your most frequent customers, and those who bring in the most money to your business? These are your most valuable customer. \"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Reward these top segments with exclusive discounts for Black Friday. There are a few reasons why this is such a powerful strategy. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"These are customers who we know will pay full price so we know that this will not be negatively affecting LTV\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"It helps build a sense of trust and community. Plus as humans, we love to be rewarded for our actions. Knowing that they have been recognised by your brand provides a sense of personalisation which as marketers, we know is a strong conversion tool.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We can't underestimate the power exclusivity. Customers knowing that there has been a discount but not being able to access it, creates the fear of missing out and could prompt further spending in order to be included for the next exclusive promotion. \"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Should My Brand Take Part in Black Friday? \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Unfortunately this a question that we cannot answer for you. But it is an important question to ask yourself. More and more brands are removing all kind of association with Black Friday citing it as encouraging excessive consumption, unnecessary spending and promotion fast fashion etc. (These are by no means our opinion on BF). \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But if we look at it from a purely revenue-generating stand point, if your brand finds that the reduction in price has a substantial affect on your profit margins to the point where it doesn't add any value, it may not be worth it. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It may also depend on your industry and what the expectations are from your customers. Luxury or designer brands may want to take a step back from Black Friday in order to save brand reputation or protect the value of their products. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We're also seeing a trend where brands are extending the Black Friday period over a longer stretch of time with a less substantial discount. And whilst this may help avoid the affect on profit margin, it reduces the scarcity or time pressure which has pushed consumers in the past, to purchase. Sometimes affecting performance to a point where it is having little impact on your bottom line. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Long Story, Short. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Black Friday is changing and has been over the course of the past 5 years. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You shouldn't be using Black Friday to recruit large amounts of new-to-brand customers. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Check the effect heavy discounting is having on your profit margins. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Rewarding your loyal customers is one way to continue Black Friday with less negative knock on effects. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You might want to think about whether Black Friday forms part of your strategy next year and beyond. \"})]});export const richText26=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We're over the moon to have been shortlisted for: \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"UK Ecommerce Small Agency of The Year \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"At this years UK Ecommerce Awards. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We're so proud of all the work and success we have seen from the whole team this year and we're very excited to celebrate being shortlisted amongst some other great ecommerce agencies. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We\u2019re also incredibly proud to be working with some outstanding ecommerce brands and surpassing their high expectations.\\xa0We believe this is due to: \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"10px\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/a(\"p\",{children:[\"Our commitment to our clients and building relationships with their internal teams. 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We\u2019re not in the business of complicated marketing strategies. 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For instance, SkyAdSmart has far more detailed targeting options compared to Netflix served through Microsoft Digital Ad Exchange. For brands who can't afford as much wastage or have a particularly specific product for a specific audience, you may wish to consider a platform with a higher level of control.  Regardless, careful considering of targeting allows brands to get their message in front of the most receptive audience,\u202Fboosting the impact and return on investment for your brand.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"TV Tracking and Measurement.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A key challenge for brands using TV advertising is measuring the effectiveness of their campaigns.\\xa0 There is no clear CTR and conversion tracking, TV ads lack such immediate metrics even when served digitally. Microsoft offer a dashboard of metrics including CTR and CVR but if we take into consideration the proportion of audience watching on a clickable device such as a laptop vs a TV, its hard to be able to trust that data.\\xa0Instead, look at broader trends and correlations. Launch a campaign and then jump into your analytics platform such as GA4. Brands should see a rise in website traffic or a surge in searches for its brand name after launching a TV campaign. This is your indicator for success. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Remember TV advertising whether traditional or CTV is a marathon. It is not a performance marketing tool aimed at short term goals. 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What is the objective to your survey; and this will guide you in asking the right questions.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If you want this survey to guide your channel selection for your marketing strategy, you\u2019ll want to ask questions about:\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Media consumption\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Social media use\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Topics of interest\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Device use\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Buying/purchase behaviours\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Looking for help with campaign ideation. 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You are, of course, asking them for a lot of personal information and customers will expect a certain level of value exchange. The simplest incentive is a discount or free gift on their next purchase. Free gifts can also help clear old back stock; especially if they\u2019ve already done to sale and still haven\u2019t sold.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Make the customer aware that there is a reward for their help from the initial email but ensure that the code is unique and not available until the work is done. Having it appear on a thank you page once the survey is complete is the best way to do this. Otherwise you\u2019ll have savvy customers scrolling to the end of the form and using the discount without completing the questions!\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Analysing your results.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Collecting data is useless if you cannot or do not analyse the results. Again, the intricacies of this analysis will depend on your overall objective but I\u2019d suggest compiling data into several dashboards separated by attributes. You\u2019ll want a master dashboard with overall data from all participants and then either separate dashboards or the ability to filter by attributes like demographic or location.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This way you are able to pull out data specific to a subset of people. For example, media consumption could be completely different for 25-35 year olds compared to your customers who are over 40. Therefore your channel selection needs to cover each and creative nuances between platforms and demographics need to be catered for.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Similarly different locations might have different sentiments when it comes to interests. British customers might love to consume content about travel, jet setting and life in warmer countries. Whilst Spanish customers might favour content about fashion over travel.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"All these insights help with planning and ensuring that you are providing the best experience for any and all customer.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Interested in planning your own customer survey, have data you need analysing or simply want to upgrade your e-commerce campaigns? Leave your details in the form below and one of our experts will get back to you!\\xa0\"})})]});export const richText35=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Its essential for all brands to be running A/B tests across at least 1 part of their digital strategy; whether that be onsite or within your advertising campaigns. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A/B testing is one of the easiest and most effective ways of determining worthwhile improvements or assessing creative quality. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"What is A/B Testing? \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In it's simplest terms, A/B testing is the process of having 2 variants of the same entity and measuring and comparing the performance of each. 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You can begin A/B testing at any time with any parts of your digital strategy and it is certainly not limited to just your website. \"}),/*#__PURE__*/e(\"p\",{children:\"In an ideal world you should be consistently A/B testing anytime you are thinking about changing or introducing new elements of your strategy and want to present data driven conclusions. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Examples of useful ecommerce A/B tests.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You can pretty much A/B test anything! But if you're just starting your testing strategy, we'd recommend starting here. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Bespoke landing page vs product description page/homepage\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Hero image on homepage\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ad copy variations\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Text on image ads vs without\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Voice over variations on video ads \"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Email subject lines \"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Form layouts\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"CTA buttons (colour, text, position)\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]})]});export const richText36=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"A/B Testing process.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In order to get the most out of your A/B test and also to ensure that you have a solid way of measuring and presenting success, its worthwhile getting a solid and repeatable testing process in place. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Here is a quick checklist that you can plan your A/B tests with. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Goal: \"}),\"Think about what problem it is you're trying to solve and base your goal around this. \",/*#__PURE__*/e(\"em\",{children:\"Example: it could be as simple as more conversions but could also be more website traffic from a certain demographic. \"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Hypothesis: \"}),\"What changes do you believe will help you achieve your goal? \",/*#__PURE__*/e(\"em\",{children:\"Example: Adding delivery information on the product pages will reduce basket abandonment rates\"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Length of test: \"}),\"How long do you need the test to run in order to have enough data to draw a concrete conclusion. 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From that point onwards, hopefully you have been determining ways of collecting more 1st party data from these users in order to continue to see as much online behaviours as possible. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"1st Party Cookies.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The only way to ensure that you have the full picture of all your website visitors and their behaviours is through the collection and analysis of 1st party cookies. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You may already have lots of 1st party data to draw from within your CRM and the activity of your existing customer base - especially if they are logging in to browse and purchase. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"The most comprehensive way is through a 1st party server side tracking solution. 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'})}),\"The initiative aims to allow users the privacy they are craving whilst still being able to give businesses the data that they are accustomed to. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But much like any other Google product, the details are shrouded in secrecy bringing on scrutiny from the CMA and other regulatory bodies. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"User's Privacy Expectations. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"We now live in the age of privacy. User's \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"expect \"})}),\"to be given the option to opt out of everything. 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Consumers are more aware of their data and are far more knowledgeable about what it means to be tracked; through both websites and apps.\\xa0\"}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"p\",{children:\"So when we think of a cookieless landscape, what does that look like. 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Getting to know your customers and the intricacies of their motivations and how they buy, will allow a clearer picture of what the vital future new customer acquisition strategy will need to look like. Meta and Google ads cookie provided data will no longer steer decisions to the same extent.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Armed with this, brands will return to the classic marketing funnel and think much more in terms of \u2018awareness\u2019 and \u2018conversion\u2019 channels using their brand story as the glue to engage valuable new customers, while entertaining existing. Ensuring they remain front of mind. To measure all this, \u2018intent\u2019 will become the biggest buzzword. Those brands that find a way to harness user intent and use it to target will share the spoils of growth.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText40=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Danielle, Agency Marketing Manager:\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"I think I might be one of the only marketers excited about the lack of cookies. It means we really have to look towards creativity and messaging to acquire new customers rather than tight targeting parameters. We\u2019re heading back towards branding power, storytelling and measuring success outside of last click ROAS and it opens a real opportunity for brands to be bold and creative and have fun. We should be looking at audience data, where they are spending their time, what pushes their buttons, seeking patterns and trends, making tactical assumptions and then letting the creative do the heavier lifting.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"And whilst I\u2019m aware that it will of course be more difficult to report, marketers did it before the age of digital so we can do it now. Being cut free from the cookie reigns should excite marketers. And creative advertising should also excite consumers which is surely why we do what we do.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"David, Director of Client Growth Strategy:\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"A cookieless world sounds frightening from the perspective of how we work today. Concretely, the bit that will be missing is the attribution of conversions to a channel / to a given campaign / to a given ad. But we will still have platform data that will be useful to assess campaigns, ads, messaging and creative. For example clicks to measure how much traffic a channel is sending to the site, CTR to measure the efficiency of an ad to catch attention and compel users to take action, VideoViewTime to measure how engaging a video is etc.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Marketers will have to work differently and probably slowly, adding one new element at the time and performing incremental tests and correlating on-platform kpis with on-site kpis to measure marketing performance. 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With the rise of mobile viewing and mobile streaming, some CTV campaigns can be served on mobile and tablets as well as television sets.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"CTV advertising allows you to connect with streaming audiences; arguably one of the most engaged audiences in comparison to usual social media users. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"CTV ads can be served through platforms such as Amazon Ads, Sky AdSmart, MNTN and programmatically through ad exchanges. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Is Connected TV for my brand? \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In short, yes. CTV is a great way of reaching large audiences and building brand awareness where the consumers are at their most engaged. It is the closest digital channel to Linear TV and therefore reaps a lot of the same benefits. \"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Benefits of TV/CTV Advertising.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/a(\"p\",{children:[\"Perceived reputation\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Just a presence on TV sets or streaming devices gives an impression of trust and brand reliability. TV advertising is seen as costly and only available to successful brands who are well established in the market. CTV is a far more cost effective solution with entry points for budgets considerably lower that some marketers might realise. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})})})]}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Advertising on TV is a brilliant introducer. With most performance/digital marketing, the people seeing your ads will be users who have shown some kind of interest in your product or industry. They will be in the middle or bottom of your funnel. Television is somewhat unique as to be able to reach those consumers who may never have heard of you or your product before; therefore generating demand. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Generally ads cannot be skipped. With most streaming platforms, ads cannot be skipped after 5 seconds like they can within Youtube or Meta. This means that your ad can play out in full, giving the consumer the full experience of your brand. 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Your video creative should be able to evoke and emotion with your audience. Emotion and story will drastically improve ad recall and response! \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Once you have your creative ready, you'll then need to think about your audience and where they can be found. If you want your ads to be served on Amazon Prime, Amazon Ads is your place; Disney+ and Hulu can now be dealt with from Google\u2019s Display & Video 360 and The Trade Desk through DRAX; and Sky TV channels can be accessed through Sky AdSmart. The US market can be tapped into via MNTN. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Targeting options vary from platform to platform but if you want something a little more granular and controllable, targeting options on AdSmart are impressively sophisticated. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Reporting Success on Connected TV. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Measuring success will ultimately depend on your overall business goals but there are some best practises and metrics for you to keep an eye on. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"5 metrics to look out for. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"Impressions\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Exactly like our social metric, impressions will tell you how many people have seen at least a portion of your ad. 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Which in itself could be a good enough reason to sit up and start thinking about adding the platform to your paid social channel mix. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But as a luxury brand, you are often caught with 2 questions. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is my audience actually using the platform?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Will being present on this platform harm our reputation? \"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Well we have the answers. Yes, your audience is on the platform. And no, your presence on Pinterest will not be harmful. In fact, it could be extremely beneficial. \"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Luxury audiences on Pinterest. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Did you know that \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Pinterest reaches 28% of US High Income Earners with a 3rd of luxury shoppers on the platform in the US exceeding and income of $100,000.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And these are not just passive users of the platform. Unlike social networks such as Facebook and Instagram, users of Pinterest are actively seeking inspiration. It is the nature of the platform. User's building boards are seeking and curating their own style; generating look books and heading out to discover new brands that align with their existing or aspired style. And that is not just for fashion. Interior design, landscaping, travel, event design, carpentry, art, DIY, to name a few, all have a place on Pinterest and have active followers searching for new ways to be inspired. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"According to studies by Pinterest and PA Consulting, Pinterest luxury users are also 30% more likely to buy a premium product and half of those are buying the items for themselves. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Pinterest users spend 87% more on luxury goods and are more likely to buy premium products than those consumers not using the platform. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Now that's a pretty good use case for at least testing paid activity on the platform don't you think? \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Search on Pinterest. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"96% of top searches on Pinterest are unbranded. \"}),\"This further confirms that users are in a discovery frame of mind rather than searching for anything really specific. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This leaves ample opportunity for new brand discovery and almost levels the playing field amongst brands and designers. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If we couple this with Pinterest's native ad targeting feature whereby you can target by topics, interests and keywords, you can begin reaching new audiences who may have never heard of your brand but are looking for products which sit within your catalogue. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:'And these targeted topics don\\'t have to be product specific either. If you\\'ve just released a new collection of luxury basics, like tailored trousers, cashmere sweaters and button down shirts, why not try topics such as \"preppy aesthetic\" or \"quiet luxury\" rather that the category of product. '}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Searchers on Pinterest are often not looking for specific products but an overall aesthetic and inspiration as to how to curate that aesthetic. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As a brand, you will need to be hyper aware of how you and your products fall within these different categories. So this means keeping on top of moving trends within the industry vertical that you operate in as well as search term popularity and volume. Publications like Vogue, Harpers Bazaar and Architectural Digest will often pin point emerging trends. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText45=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Ad options within Pinterest. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There's nothing revolutionary about Pinterest ad options and formats. Its a very similar sight to the formats that we're used to seeing on Meta. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Video, Collection, Carousel ad formats allow brands to cherry pick content to reach users at every stage of their unique Pinterest funnel with the ability to navigate away to your own PD Pages or Landing pages. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With regards to targeting, we have the topic, interest and keyword as mentioned above but also the following: \"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Actalikes - much like Google's sunsetted similar audiences\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Demographic\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Pinterest Personas\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"Automated - AI and automated targeting working in a similar fashion to PMax and Google's advantage+. The targeting will actively seek those users most likely to convert based on behaviours. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"We'd suggest building a funnel with a variety of video, lifestyle/lookbook/ugc/styling creative and product imagery to build out a funnel specific for the platform. Test different levels of targeting to find a sweet spot where you can reach new audiences at scale with minimal wasted spend. Targeting best practise will ultimately differ by brand and industry but test, learn, fail fast and keep optimising to find out what works best for you. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"CPMs, generally, tend to be lower on Pinterest than that of other platforms with a higher CVR and AOV. 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We see all the metrics that we are used to. Plus a few extra like \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Close-ups - how many times a pin is tapped\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Saves\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"Save rate\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"When integrated with your ecommerce platform you can also track sales but we'd urge you not to solely focus on ROAS immediately. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Remember, Pinterest is about inspiration and therefore some users will spend months building out boards before making any purchases. 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So let's delve into the realm of AI-powered strategies that can help optimise your SEO efforts and navigate the intricate world of SERPs.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Predictive Keyword Analysis with Natural Language Processing (NLP)\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Keyword research forms the basis of any successful SEO campaign but depending on the industry it can be a time consuming task. With the advancement of AI and Natural Language Processing (NLP), the process can become more efficient. AI algorithms can analyse vast amounts of data, including search queries, social media conversations, and website content, to predict emerging trends and identify high-potential keywords. 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AI-driven predictive analytics leverage historical data, market trends, and consumer behaviour patterns to forecast future search trends and algorithm updates. By gaining foresight into upcoming shifts in search engine algorithms and consumer preferences, you can adapt your SEO strategies proactively rather than feeling like you are chasing your tail as these updates occur. \"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Automated SEO Audits and Continuous Monitoring\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Maintaining SEO health requires regular audits and vigilant monitoring of website performance metrics but spending tedious hours on these reports isn't also the best use of a marketers time. 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