Retail Observer

RETAILOBSERVER.COM JUNE 2022 48 I n a marketplace filled with literally hundreds of digital channels with which to reach consumers – hence the term "omnichannel" – it's important to identify the most effective ways to connect with a target audience and capture demand. At AVB Marketing (AVBM), the advertising, e-commerce and digital marketing operation serving independent BrandSource dealers, we offer a full range of solutions to help members achieve a true omnichannel presence. Each has its own nuances and important distinctions and touches a different type of consumer. Here are several that are core to most digital marketing strategies. SEARCH Search is arguably one of the largest channels in the digital realm. Google has a stranglehold on this function, with an estimated 100,000 Google searches per second, or 8.6 billion a day. It goes without saying that dealers should have a presence on Google, whether that's paid or organic. PAID SEARCH Paid search is exactly what it sounds like: businesses pay for the traffic to their website via clicks on their ads on Google's various platforms. As Zach Henry, AVBM's marketing operations manager, explained, "Paid search captures customer product interest across multiple online properties on Google and drives them to our members' websites." This creates brand awareness and launches "the journey to purchase the products customers need now and those they might need in the future," he said. The beauty of paid search is that dealers can buy qualified traffic based on search terms related to their business goals. Search impression share and conversions are important metrics for members to consider when discussing search campaigns' successes with their account executives. ORGANIC SEARCH Organic traffic is based on Google's algorithm and determines where a website is positioned on the search results page. Unlike paid search, this channel isn't based on how much a business spends, but how relevant its site is to the consumer's needs. Google has hundreds of factors it considers when determining where someone's page will rank for any given query. Digital marketing specialists that focus on Search Engine Optimization (SEO) help our members to improve the likelihood of showing up in a top position on the results page. "Google Search is now a precursor in the buyer journey to almost every online transaction and even the in-store shopping experience," said Anastasia Stefanova, AVBM's SEO Manager. "Our SEO team ensures our members show up and outrank their competitors in search engines for active buyers." SOCIAL Social media took the world by storm in 2006 with the launch of Facebook. There is no doubt that Facebook remains king of the social media realm, boasting a massive 3.6 billion users worldwide. AS AVBM's Social Content Manager Grace Kuhn noted, "Social media is an integral part of the omnichannel experience because it gives customers a relevant way to engage with your business." Just like search engines, there are two main ways to reach consumers on social channels. PAID SOCIAL In a lot of ways, social media is "pay to play." By running ads within the social platforms, dealers can home-in on the audiences they're trying to reach. Think about how much personal information consumers give to these companies: age, gender, region, psychographic interests and much, much more. With the wealth of information at members' fingertips, paid social is a must for any truly omnichannel digital marketing effort. ORGANIC SOCIAL Although the social channel is largely pay to play, that doesn't mean dealers can ignore organic social. By posting frequently on their social channels, merchants show shoppers that their business is active and involved with the community, both online and off. OMNICHANNEL MARKETING: AN EMBARRASSMENT OF RICHES But make sure you choose the right channels to reach your target audience William Glade B2C Marketing RO William Glade is Director of SEO & Analytics for AVB Marketing, the advertising, e-commerce and digital marketing arm of AVB Inc., serving the independent appliance, home furnishings and consumer tech dealers of the BrandSource buying group.

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