When using paid media strategies to grow your brand and acquire new customers, an often overlooked strategy is top of the funnel lead generation. As brands are looking for ways to reduce reliance on direct response campaigns, lead generation can be a key element of paid media activity that spans across the funnel.

Deciding on the right affiliate network program for your business is crucial, and with numerous platforms available like Awin, understanding their key features and nuances is essential in the decision-making process.

As a brand operating in an eCommerce landscape which is more competitive than ever before, site speed is an essential consideration for a number of important reasons - from optimising conversion rates, to creating a seamless premium experience that fosters trust to your customers. And, more recently, with Google’s (ever updating) CWV ranking factors, managing technical performance is continuing to play a more critical role.

New ways of influencing consumer behaviour are always coming into play as marketing practices continue to adapt within performance marketing and paid media. As brands utilise consumer psychology, one age-old phenomenon continues to be a powerful catalyst for action - FOMO, or ‘Fear of Missing Out’.

Black Friday is without a doubt one of the biggest shopping periods of the year, marginally topped by the weekend before Christmas, for all of those last minute holiday shoppers. 2023 has been a year defined by high inflation rates and a cost of living crisis, and due to the poorer climate earlier in the year, a number of brands shifted targets into Q4.

As the global fashion industry grapples with its significant carbon footprint, the question arises of how sustainable luxury and premium fashion is, and what can these brands do to offset the environmental impact of their eCommerce store?