Digital Marketing Tools : How Namshi Engaged a New Audience During the Pandemic
Digital Marketing Tools: How Namshi Engaged a New Audience During the Pandemic
In March 2020, Namshi, fashion e-tailer from MENA, decided to test the new Google Showcase Shopping Ads. Unlike regular shopping ads, Showcase Shopping Ads shows the user bunch of related ads in a generic search. For example, if the user is searching for a generic term such as ‘dress’, the Showcase Shopping Ad will appear with related optional dresses (instead of one or two options).
These digital marketing tools, integrated with data driven marketing, happened to attract more engagement and encouraged longer website sessions by directing end-users to category pages on the site.Google Showcase Shopping Ads in UAE generate search results for generic search queries and optimize ad delivery performance significantly by channeling the demand of the end-user to category pages.
Reaching the Digital Goals
Namshi’s main goals were to acquire new customer audience, increase the number of basket items to skyrocket the turnover and generate quality visits to web site with lower bounce rates. They observed analytics data in a deeper level to understand the critical points for higher ROI.
Namshi’s analytics data showed that their major audience was 20-30 aged, fashion-trend lovers. They decided to cut through the noise by trying something new to engage with this end-users during Covid-19 times.
During the campaign, Namshi concentrated on categories with high search volume, (more generic search terms with high competition) to collect the demand. Eventually, new customer acquisition ratio increased by 56% compared to that of other shopping formats. Pages viewed per session (in other words ‘engagement performance’) increased by 81% versus that of other shopping ad formats.
Namshi’s courageous behavior by promoting a new product with new digital marketing tools, rather than adopting a conservative approach, let them communicate with new end-users.
“This was part of a larger strategy to attract customers at the beginning of their shopping journey by highlighting multiple products under a category when the pandemic hit,” says Arun Santhosh, search specialist at Namshi. “The willingness to test a new product helped us meet consumer needs and stay connected during an uncertain period.”
List of Actions to Grow Your E-Audience
How about you? How are you planning to cope with Digital Adoption?
“Landing on a category page increases users’ average time per session and leads to more micro-conversions (product views, add to cart, etc.),” says Dalia Chartouny, industry manager for retail and e-commerce, Google MENA. “It’s a good strategy to adopt with new users who haven’t yet made up their minds about what they want to purchase and want to consider different options.”
Here is a marketing to-do list for highest Return on Investment (ROI):
- Always gather and read your analytics data to observe consumer behavior
- Use digital marketing tools like Facebook Pixel, Google CRM databases for remarketing
- Show only relevant ads to relevant users by programmatic marketing
- Do professional SEO for organic growth that would help you keep/grow your audience in low-revenue times
- Create rule-based user lists and custom parameters while doing Google ads
- Use generic terms to capture large percentage of search queries while placing shopping ads.
In case you are not an expert on these digital adoption topics, you can contact Scarlet Media (Google Partner) for support on organic growth, SEO, SEM, digital strategy and marketing consultancy at +971526998809 or email@example.com
The most important, and indeed the truly unique, contribution of management in the 20th century was the fifty-fold increase in the productivity of the manual worker in manufacturing. The most important contribution management needs to make in the 21st century is to increase the productivity of knowledge work and knowledge workers.” – Peter Drucker