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Talk: Shifting customer acquisition away from digital channels

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Tuesday 28th September 2021 / 4pm – 7pm / Central London

Retail and consumer brand leaders came together to share ideas on reducing reliance on digital channels to reach new customers and scale. We were also joined by experts who provided insight on how e-commerce brands can get value from retail spaces, TV advertising and direct mail print.

Paid digital channels have naturally been allocated the biggest budgets to drive e-commerce sales but with cost-per-click inflation taking hold brands are wondering if there is another way.

The lack of sales from working with influencers, and changes to Facebook and Apple affecting campaign efforts, is also driving founders and marketing leaders to consider offline channels.

TALKING POINTS

Getting less clicks for the same spend.
Increased competition in many categories is forcing brands to spend more on paid search and social to get the same results. How do you deal with an acquisition channel that doesn’t have long term sustainability?

Instagrammers fail to drive sales. Micro-influencers can’t be pushed to push.
The hey day for scaling rapidly and organically through influencer advocacy is over.

Influencers of today want to be paid to push though many, with their huge followings, aren’t driving sales.

The ones that really do have purchasing influence – the micro-influencers – tend to want to mention brands at their leisure and can’t be pushed to push.

No guarantee of content going viral.
Content is supposedly king, but how much of what retailers and brands create is being read and watched? Is it really driving awareness and sales? Should brands be writing about product or creating content about social causes?

There’s no guarantee of content going viral which makes many businesses hesitant to put the effort into producing quality which might be a missed trick.

The sometimes toxic nature of social media is also off putting for many brands to want to get too deeply involved in generating conversation online.

Lack of results from badly managed campaigns.
Many leaders put their trust in ‘experts’ that claim to know how best to manage their SEO and online advertising, but have a niggling feeling something isn’t quite right. It’s no wonder thoughts turn to what else could be done with the budget.

Flexible shop spaces to sell and interact with customers.
By taking on temporary spaces in high footfall areas brands can connect with their target demographic in-person, having conversations that can inform the business.

But taking on a store brings its own operational challenges.

TV gains trust and is more affordable than ever.
The cost of advertising is in reach of many brands and it can be tracked to conversion. With broadcasters offering equity deals – providing airtime in exchange for equity in the business – it’s an option that even early stage brands can consider.