Retention is often overlooked when it comes to paid media strategy. New customer acquisition is typically the main focus as businesses prioritise growth, shaping how campaigns are structured, audiences defined, and creative developed. While acquisition is essential for scaling, this focus on growth often means retention strategies are missed, with more reliance placed on other channels like email marketing.

Online conversion rates can vary due to numerous factors, such as product availability and sizing, seasonal trends, and competitor pricing strategies. The importance of accurate product availability in conversion rate optimisation is often underestimated but is crucial. As an ecommerce store owner or marketer, it's vital to understand that stockouts, overstocks, and inaccurate inventory levels can significantly impact your conversion rate.

Brands are becoming increasingly conscious of improving customer lifetime value (CLTV) in order to maximise profitability and justify rising customer acquisition costs. It is generally accepted that customers with a long-lasting relationship with a brand are more profitable than those who only purchase once, but is this metric alone a true measure of profitability?

The importance of data for luxury retailers is paramount, with data impacting many areas of their business. As digital marketers we endeavour to create a personalised experience, moreso in the luxury space, however, the continued and growing changes of user expectations and behaviour mean the privacy landscape has changed.

Performance Max has been instrumental for scalability since its roll out in November 2021 (since the sunsetting of Smart Shopping), acting as a reliable vehicle for budget increases without compromising on ROAS.

We can all feel the pain of smaller budgets, and we can all recognise that there are efficiencies being made across most marketing activity. Why are budgets being cut?