Dani Barnes | Learn with Bigg

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Is Visual Search the Next Big Marketing Trend?

It’s no secret that the way people search for things online is changing fast; in fact, for 74% of consumers, traditional text-based keyword searches are inefficient at helping them find the right products online. Instead of typing out long-winded keywords and hoping for the best, more and more users are turning to visual search.

Big names like Google, Pinterest and Bing are already taking advantage of this new form of search, and it’s not hard to see why. Visual search makes finding products faster, easier and way more engaging. Whether it’s spotting a cool pair of shoes on the street or searching for home décor inspiration, people want instant, image-based answers.

For brands and marketers, this trend is a huge opportunity – imagine being able to make your products stand out in a whole new way and reach shoppers right when they’re ready to buy!

So, how do you get started? In this article, we’ll break down what visual search is all about, why it’s one of 2025’s biggest digital marketing trends and how you can start using it to level up your marketing game.

How Does Visual Search Work?

Essentially, visual search is a technology that leverages AI, machine learning and image recognition to search for information based on visual content, such as pictures or videos. It identifies an item in an image before searching for similar objects across a vast repository of content and delivers matching results.

To give an example, someone might see the iconic plaid outfits worn by Cher and Dionne in Clueless and want to find similar items of clothing.

Chances are the first action you’ll take to find what you’re looking for is to do a quick Google or Bing search, describing identifiers like its colour, pattern, material type or the film or TV show you saw it in. However, text-based searches are really only helpful if you’re very descriptive with your query. Meanwhile, to save you the hassle, visual search tools allow you to use images to search for the item directly.

This technology goes beyond simple object recognition; it can also understand the context of an image. For instance, visual search can differentiate between a red dress and a red chair, recognising that each belongs to a different category. This capability allows consumers to move from inspiration to purchase in a matter of clicks, making visual search a powerful tool in the customer journey.

There are several visual search engines out there already, including Google Lens, Pinterest Lens, Bing Visual Search and Snapchat Scan. As the demand for quality visual shopping experiences continues to grow, a strong visual content strategy refresh could really leverage these emerging trends.

How to Optimise Content for Visual Search

To tap into the growing potential of visual search, businesses need to adopt best practices for image SEO and content optimisation. Here are some key strategies you can implement:

Make Your Content Shoppable

First impressions matter, especially when it comes to your products. After all, what will make someone click on your product over others when shopping online? Its looks.

Research shows that visual information is processed 60,000 times faster and retained longer than text-based information. To this end, your products should look professional, visually appealing and accurately represent what you’re selling to really capture your audience’s attention. Imagery should also always be clear, well-lit and high-resolution; blurry or low-quality images are less likely to be indexed accurately by visual search engines.

Notice below how a quick search of “green glass candle holder” pulls the best-looking results across websites and e-commerce platforms like Amazon.

Since you’re competing with an extensive selection of aesthetically pleasing products, this is one strategy you shouldn’t be cutting corners on.

Optimise Image File Names

It might seem like a small technicality, but image file names play a big role in helping search engines understand what the image is about. Instead of using generic names like “IMG1234.jpg,” use descriptive, keyword-rich names such as “black-leather-ankle-boots-flat-heel.jpg.”. This approach not only improves search engine indexing but is also important for Google optimisation and increases your chances of appearing in relevant searches. Remember: file names should be specific and reflect the main content of the image.

Add Alt Text & Descriptive Tags

Alt text serves two purposes: it improves accessibility for visually impaired users and provides search engines with valuable information about the image’s content. Use clear, concise alt text that includes relevant keywords while accurately describing the image. For example, instead of writing “bag,” go for a more descriptive phrase like “red leather crossbody bag with gold accents.” This level of detail helps search engines match your images to relevant queries.

Leverage Structured Data Markup

Structured data, such as schema markup, improves the way search engines interpret your content. By applying structured data to your images, you can improve your chances of appearing in rich search results, including image carousels and product snippets. For eCommerce sites, using schema for products can be particularly beneficial, as it allows search engines to display additional information such as price, availability and reviews alongside your images.

Create a Visual Sitemap

A visual sitemap is a dedicated sitemap that lists all the images on your website. Submitting this to search engines can help make sure that all of your images are indexed properly. This is especially useful for large websites with large image libraries, as it increases the likelihood of your images being discovered through visual search.

Assess Mobile-Friendliness

With the majority of visual searches happening on mobile devices, optimising your site for mobile users is essential. This means ensuring fast load times, responsive design and easy navigation. Mobile-friendly sites not only provide a better user experience but also tend to rank higher in search results, thus increasing your chances of visual search visibility.

The Future of Visual Search

It’s safe to say that the future of visual search looks promising, with its potential to revolutionise both eCommerce and social media marketing. As consumers increasingly rely on visual cues to find products, brands that invest in visual search optimisation will gain a competitive edge.

In eCommerce, visual search can bridge the gap between online and offline shopping experiences. Imagine a customer walking down the street, spotting a jacket they like, and using a visual search tool to find and purchase it instantly online. This seamless transition from real-world inspiration to digital purchase is what makes visual search so powerful.

Social media platforms are also embracing visual search. We mentioned earlier that Pinterest has already made use of advanced visual search features, while Instagram is exploring similar tools. This trend will likely lead to more shoppable posts and a deeper integration of commerce within social media platforms.

Embrace Visual Search with Bigg

The eCommerce space is becoming increasingly competitive as consumers discover new ways to find and purchase products. While adjusting to emerging marketing trends can feel like a challenge, getting it right can be a real game-changer for your business.

At Bigg, our SEO marketing team can help you adapt to these developments with ease. As a leading marketing agency in Bristol, we’ve helped a wide variety of eCommerce businesses across the UK dominate their industry niche with our full suite of digital marketing solutions. Whether you’re looking to redesign your website, optimise your online shop or boost your organic traffic, we can align our services with your goals.

Interested in how we can help grow your business? Schedule a strategy call with our expert team today.

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Uncategorised

Bigg’s Digital Marketing Predictions for 2025

As a leading marketing agency in Bristol, we at Bigg know how essential it is to stay ahead of the curve. With the digital landscape evolving at lightning speed, 2025 is shaping up to be a transformative year for businesses. Whether you’re planning your next SEO marketing strategy or taking a new approach to a digital campaign, understanding the upcoming trends will help you stay competitive next year.

Without further ado, here are our top predictions for 2025, and what they mean for your business.

AI Personalisation: Hyper-Relevant Content is King

Artificial Intelligence (AI) has been a buzzword for years, but in 2025, it’s not just about automating your workflow, it’s also about creating deeply personalised experiences. AI is transforming how brands connect with customers, delivering hyper-relevant content that resonates on an individual level.

Predictive Analytics and Smarter Insights

Imagine having the ability to predict what your customers want before they even know themselves. Predictive analytics, powered by AI, uses data to forecast behaviors and preferences. This insight can help tailor your digital campaigns to meet specific customer needs, increasing engagement and conversion rates.

Chatbots That Actually Chat

AI-driven chatbots are becoming conversational powerhouses. Unlike the rigid bots of the past, 2025’s chatbots will understand context, tone and even emotions, offering real-time, human-like customer support. This can streamline your operations while making more happy customers. In fact, data published by Tidio in 2024 found that a positive experience with AI support software can raise customer satisfaction by up to 20%!

What This Means for SEO Marketing

However, AI personalisation isn’t just for improving customer interactions. Google’s algorithms are increasingly favouring content that aligns with user intent, so by leveraging AI tools, your content can be laser-focused on what your audience is searching for, thus boosting your rankings.

AR/VR Experiences: The New Frontier for Engagement

Augmented reality (AR) and virtual reality (VR) are no longer confined to gaming, they’re now reshaping the marketing world. In 2025, immersive experiences are predicted to become a staple for brands looking to engage their audience in innovative ways.

Virtual Showrooms and Try-Before-You-Buy

Picture this: a potential customer virtually stepping into your showroom, trying on clothes or even test-driving a car – all from the comfort of their home. AR and VR are making these experiences possible, bridging the gap between online and offline shopping.

Magnified Storytelling

AR and VR allow brands to tell their stories in ways that captivate and immerse. Imagine a travel agency offering a virtual walkthrough of exotic destinations or an estate agency showcasing properties in 3D tours. These experiences not only boost engagement but also foster trust in a product or service.

Practical Tips for Your Digital Campaign

Incorporate AR/VR elements to make your digital campaigns stand out. Interactive ads, virtual demos and immersive storytelling can captivate audiences, driving higher engagement and ROI.

Voice & Visual Search: Optimising for a Multimedia World

Typing search queries into Google is so 2024. Voice and visual search are rapidly gaining traction, and in 2025, they’ll dominate the way consumers discover information.

Voice Search

With the rise of smart speakers and virtual assistants, optimising for voice search is no longer optional. Voice queries are often more conversational and specific, meaning your content needs to address natural language questions. Think “What’s the best marketing agency in Bristol?” rather than just “marketing agency Bristol.”

Visual Search

Visual search tools like Google Lens allow users to search using images instead of words. This trend opens up new opportunities for businesses to showcase products. Checking that your images are high-quality, properly tagged and SEO-optimised should be a big priority.

Adapting Your SEO Marketing Strategy

To stay ahead, focus on long-tail keywords and conversational content for voice search. For visual search, prioritise descriptive alt text, structured data and image compression. These strategies will help your brand stay discoverable.

Data Privacy & Trust: Building Customer Confidence

In an era where data breaches make headlines, 2025 will see consumers placing even greater emphasis on privacy and trust. Businesses must adapt by prioritising transparency in their data practices.

Why Transparency Matters

In 2024, 39% of consumers say that transparency and having insight into how their data was used was the biggest priority. With this in mind, being upfront about your policies not only avoids legal pitfalls but also builds loyalty. Transparency shows that your business respects customer rights, which will help you foster trust with your customers in the long run.

How to Win Trust

Clear Privacy Policies: Make your terms understandable, not just legal jargon.
Opt-In Models: Let users actively choose what data they share.
Secure Platforms: Invest in robust cybersecurity measures to protect sensitive information.

Trust as a Competitive Edge

Trust isn’t just a nice-to-have; it’s a differentiator. Brands that can prove their commitment to ethical data practices will stand out, especially when running a digital campaign. Highlighting your privacy efforts in your marketing messages can make you more appealing to today’s discerning audience.

Get Ready for 2025’s Digital Developments

From AI personalisation and AR/VR innovations to multimedia search and a renewed focus on trust, 2025 promises to be an exciting year for digital marketing. The key to success lies in proactive adaptation, embracing these trends and integrating them into your strategy now.

At Bigg, we’re experts at helping businesses navigate the ever-changing digital landscape. As a marketing agency based in Bristol, we’ve got the expertise to supercharge your SEO marketing and craft digital campaigns that deliver results. To get started with adapting your digital campaign, reach out to our friendly team and schedule a strategy call.

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Digital Marketing

Iconic Christmas Marketing Campaigns in the eCommerce Sector

The holiday season is more than just a time for mulled wine and mince pies – it’s also a showcase for some of the most creative and memorable marketing campaigns. Over the years, brands have gone all out with storytelling, emotional appeal, and a touch of festive sparkle to captivate audiences.

At Bigg, we’re always inspired by the ingenuity behind these campaigns, and thought we’d share some of our favourites. These campaigns show how the right mix of creativity and seasonal cheer can create magic – not just for the brands, but for audiences too.

Why Christmas Campaigns Matter

Before we get stuck into our favourite festive campaigns, let’s consider why Christmas marketing is so important. It goes without saying that Christmas is a crucial time for retail and eCommerce. It’s not just the most festive season but also the most commercially significant, with billions spent on gifts, food, and decorations. For businesses, this period represents an unparalleled opportunity to reach consumers who are actively seeking products and services that make their celebrations special.

Knowing where and how people shop is crucial for crafting campaigns that truly resonate. According to a recent YouGov survey, online retailers remain the go-to destination for Christmas shopping, with 36% of Britons planning to make most of their festive purchases online. However, habits vary significantly by age: just 20% of 18-24 year olds prioritise online shopping, compared to a substantial 46% of 35-44 year olds. Supermarkets come in second, with 16% opting for convenience and accessibility. Meanwhile, retail parks and shopping centres appeal to 9% of shoppers, and smaller percentages rely on local shops (7%), brand-specific stores (5%), or department stores (4%). Interestingly, 15% of respondents said they had no plans to shop for Christmas at all.

The bar chart below visually highlights these trends, underscoring the dominance of online shopping while showing that physical retail still plays a valuable role in the holiday mix. This data serves as a reminder to eCommerce brands of the growing importance of digital channels, while also hinting at untapped opportunities for creative campaigns targeting in-store shoppers.

Beyond the numbers, Christmas campaigns allow brands to connect emotionally with audiences through storytelling, shared values, and festive cheer. Digital channels, including social media and email, are now as critical as traditional media for engaging consumers. With so many UK shoppers browsing and buying online, eCommerce brands have an unparalleled opportunity to craft meaningful, multi-channel campaigns that resonate and stand out from the crowd.

Iconic Christmas Campaigns That Stole the Show

In such a competitive landscape, creativity is the cornerstone of truly memorable Christmas marketing. Year after year, brands have transformed the festive season into a platform for some of the most iconic and emotionally resonant campaigns, leaving a lasting impression on audiences and driving remarkable engagement. Let’s explore a few standout examples and uncover what made them so successful:

John Lewis – “The Beginner” (2022)

John Lewis’ Christmas ads have become a cultural event in the UK, and their 2022 campaign, The Beginner, was no exception. The heartwarming story followed a man’s clumsy yet determined attempts to learn skateboarding, revealed in the end as his way of preparing to welcome a foster child into his home.

What made this campaign so impactful was its emphasis on emotional storytelling combined with a meaningful social message about fostering. Beyond TV, John Lewis extended the campaign online with fostering resources on their website and encouraged audiences to share their own experiences on social media. This multi-channel approach ensured the campaign resonated deeply with audiences while driving traffic and engagement.

Coca-Cola – “Holidays Are Coming”

Few campaigns are as iconic as Coca-Cola’s Holidays Are Coming. Since its debut in 1995, the ad’s imagery of a brightly lit red truck winding through snowy landscapes has become a symbol of Christmas itself. Over the years, Coca-Cola has kept the campaign fresh by integrating digital elements like interactive games and social media challenges. This year they boldly utilised AI in the creation of their infamous ad. The Coca-Cola Christmas Truck Tour also provides a real-world extension of the campaign, allowing fans to engage with the brand in person.

This enduring campaign shows the power of nostalgia, consistency, and cross-channel execution in building a brand’s association with the holiday season.

Aldi – Kevin the Carrot

Aldi’s Kevin the Carrot campaigns have become a fixture of the UK’s Christmas advertising landscape. First launched in 2016, Kevin has evolved into a beloved mascot with his own merchandise line, from plush toys to festive decorations.

As with their popular #FreeCuthbert campaign, Aldi’s success lies in combining humour and storytelling. Each year, Kevin embarks on a new adventure, appealing to both children and adults. The campaign is extended through digital platforms, where fans can engage with behind-the-scenes content, competitions, and shareable social media posts. By creating a lovable character, Aldi has built brand loyalty and turned Kevin into a marketing powerhouse.

Sainsbury’s – “1914” (2014)

Sainsbury’s 2014 campaign took a bold approach by recreating the 1914 Christmas truce during World War I. This cinematic and moving ad told the story of soldiers from opposing sides coming together to share a moment of peace and friendship.

The campaign’s success wasn’t limited to its emotional impact. Sainsbury’s partnered with the Royal British Legion and sold replica chocolate bars featured in the ad, with proceeds going to charity. This combination of storytelling and purpose-driven marketing made the campaign memorable while reinforcing Sainsbury’s community values.

Marks & Spencer – “Percy Pig Comes to Life” (2021)

Marks & Spencer’s 2021 campaign brought their iconic Percy Pig character to life with the voice of Tom Holland. Featuring a whimsical journey through the store’s Christmas food selection, the ad combined indulgence with festive charm.

M&S amplified the campaign with social media content, recipe ideas, and influencer partnerships. By integrating their products into the storytelling, M&S ensured their festive treats were front and centre while building emotional connections with their audience.

Burberry – “Festive Film” (2020)

Luxury brand Burberry took a different approach with its 2020 Festive Film, blending contemporary dance with a snowy London backdrop. The campaign emphasised individuality, style, and creativity while staying true to Burberry’s high-end image.

Burberry extended the campaign on Instagram and TikTok, working with influencers to highlight their products in artistic and aspirational ways. This focus on digital-first storytelling helped the brand engage younger, fashion-conscious audiences.

What Makes These Campaigns Successful?

The best Christmas campaigns share some common ingredients that make them resonate with audiences across various platforms:

Emotional Storytelling

Christmas is a time of heightened emotions, and successful campaigns tap into themes like love, kindness, and nostalgia. Whether it’s the heartwarming tale of John Lewis’ The Beginner or the humour of Aldi’s Kevin the Carrot, storytelling helps brands create a deeper emotional connection. By crafting narratives that audiences relate to or aspire to, brands ensure their campaigns linger in the mind long after the season has passed.

Multi-Channel Integration

The most effective campaigns aren’t confined to one medium. Brands like Coca-Cola and Marks & Spencer leverage TV, social media, email marketing, and in-store experiences to reach their audience at every touchpoint. For example, Burberry’s use of TikTok and Instagram to showcase their Festive Film brought their campaign to younger audiences, ensuring it remained relevant. This seamless multi-channel approach amplifies the campaign’s impact and ensures its message is reinforced across platforms.

Creativity and Uniqueness

Standing out during the crowded festive season requires creativity. Coca-Cola’s nostalgic red truck or Burberry’s artistic flair showcase how distinctive visuals and innovative ideas ensure a campaign grabs attention. Creativity not only builds brand awareness but also encourages sharing, further extending the campaign’s reach.

Community and Social Purpose

Many iconic campaigns go beyond selling products to make a broader impact. Sainsbury’s 1914 ad and John Lewis’ fostering campaign connected with audiences by aligning their message with a meaningful cause. These campaigns resonated deeply because they demonstrated values that audiences care about, making the brands more relatable and trustworthy.

Takeaways for eCommerce Brands

Even if you don’t have the budget of a John Lewis or Coca-Cola, there are plenty of lessons eCommerce brands can apply:

Focus on Storytelling: Share a compelling narrative that connects emotionally with your audience. This could be a heartwarming story, a humorous tale, or something that reflects your brand’s values.

Leverage Social Media: Create shareable content tailored to platforms like Instagram and TikTok. Use influencer partnerships, interactive elements, and user-generated content to engage audiences.

Highlight Seasonal Offers: Incorporate time-sensitive promotions, gift guides, or bundles to encourage purchases. Personalise your messaging to make your audience feel valued.

Add a Personal Touch: Small details, like handwritten notes or festive packaging, can make your brand stand out and build loyalty.

Collaborate for a Cause: Partner with a charity or local organisation to give back during the festive season. This not only does good but also reinforces your brand’s values.

Wrapping Up

Christmas campaigns are a chance for brands to showcase their creativity, connect with audiences, and make a lasting impression. Whether you’re inspired by John Lewis’ emotional storytelling, Aldi’s humour, or Burberry’s artistic flair, the key is to stay authentic to your brand while embracing the festive spirit. By doing so, you’ll not only drive sales but also create a campaign that your audience will remember long after the decorations come down.

How Bigg Can Help You Make Your Mark

At Bigg, we understand the power of storytelling and creativity in building impactful campaigns. While we’ve highlighted some of the best in the business, we’re here to help your brand stand out in its own unique way. From crafting engaging social media strategies to aligning your site with SEO best practices, our expertise spans all aspects of digital marketing.
Whether it’s Christmas or any other time of year, we believe in creating campaigns that resonate with audiences and deliver results. Follow us on Instagram and LinkedIn for more insights like these. To learn more about how we can help elevate your eCommerce brand, get in touch with our expert team.

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Email Marketing

How to Re-Engage a Dormant Email List Effectively

Email marketing remains one of the most cost-effective ways to communicate with customers, but even the best-managed email lists suffer from subscriber inactivity over time. While it’s natural for some level of attrition to occur, neglecting dormant subscribers can harm your sender reputation, lower your open rates, and ultimately reduce ROI.

At Bigg, we help businesses transform their email marketing strategies to not only attract new subscribers but also re-engage those who’ve gone quiet. This article delves into the reasons subscribers become inactive, actionable steps to bring them back, and how to measure success. Let’s get started.

Why Do Subscribers Become Inactive?

Inactive subscribers aren’t always uninterested subscribers. Understanding the reasons behind their disengagement is critical to crafting an effective re-engagement strategy.

Irrelevant Content: Subscribers’ interests evolve, and if your content no longer resonates with them, they’ll stop opening your emails.

Email Frequency: Sending emails too frequently can overwhelm subscribers, while infrequent emails may cause them to forget about your brand altogether.

Inbox Clutter: Many people receive dozens – if not hundreds – of emails daily, meaning your messages might get lost in the noise.

Life Changes: Subscribers’ circumstances change; for example, they may no longer require your product or service, or they might have switched email addresses.

Strategies for Re-Engaging Dormant Subscribers

Re-engagement isn’t about begging your subscribers to return – it’s about reminding them of the value you provide. At Bigg, we’ve fine-tuned these strategies to make the process as effective as possible.

Step 1: Take Stock of Your Email List

Before diving into re-engagement, it’s time for a little spring cleaning. Start by identifying who’s gone quiet – subscribers who haven’t opened or interacted with your emails in 6–12 months are a good place to start. Group these people into a separate list so you can focus your reactivation efforts on them.

While you’re at it, tidy up your list. Get rid of invalid or hard-bounced email addresses that could be dragging down your sender reputation. A smaller, more accurate list isn’t just easier to manage – it’s also far more effective.

Finally, have a look at what’s worked in the past. Are certain types of content or offers more popular? What’s the common thread in your most successful campaigns? These insights will give you a strong foundation for your re-engagement efforts.

Step 2: Send a Personalised Re-Engagement Campaign

Let’s face it, nobody wants to feel like just another name on a list. If you’re trying to re-engage someone, your email campaigns need to feel personal and meaningful.

Kick things off with a subject line that grabs their attention. Phrases like “We Miss You!” or “Still Interested? Here’s Something Special” can pique curiosity and encourage a click. Inside, reintroduce yourself with a warm, friendly tone. Remind them why they signed up in the first place and highlight what they’ve been missing – whether that’s exclusive offers, insider tips, or just great content.

And don’t forget the incentive. A special discount, free resource, or sneak peek at something exciting can make all the difference. Most importantly, make it clear what you’d like them to do next. Whether it’s clicking a link, updating their preferences, or claiming an offer, your call to action (CTA) should be simple and easy to follow.

Step 3: Give Subscribers More Control

Sometimes people stop engaging because they feel bombarded, or because the content isn’t quite hitting the mark. To fix this, put the power back in their hands.

Set up a preferences centre where subscribers can tell you what they want to receive and how often. Maybe they’re only interested in updates about specific products, or they’d prefer emails less frequently. Giving them these options not only builds trust but also increases the chances they’ll stick around.

You could even include a quick survey in your email. Ask questions like, “What type of content would you like to see?” or “How can we improve your experience?” Not only does this show you care, but it also gives you valuable insights for future campaigns.

Step 4: Stay Consistent with Automation

Automation is your best friend when it comes to keeping re-engaged subscribers interested. Once someone interacts with your re-engagement email, follow up with a series of messages to nurture their renewed interest.

For example, you could send a “welcome back” email with a round-up of your latest updates. From there, use automation to send personalised content based on their activity – e.g. products they’ve browsed or links they’ve clicked. Birthdays, anniversaries, or even seasonal events are also great opportunities to send thoughtful messages that keep your brand top of mind.

Tools like Mailchimp or HubSpot make it easy to automate these processes without losing that personal touch.

Step 5: Try a Win-Back Campaign

If your initial re-engagement email doesn’t do the trick, don’t give up just yet. A win-back campaign is a last-ditch effort to reignite interest, and it’s worth a shot before you say goodbye.

In this email, it’s all about urgency. Use phrases like “This Could Be Our Last Email to You” or “Do You Still Want to Hear From Us?” to encourage them to make a decision. Sweeten the deal with an exclusive incentive, like a bigger discount or free delivery, and make it crystal clear how they can stay on your list.

That said, it’s equally important to respect their choice if they don’t want to stay subscribed. Including an easy-to-find unsubscribe link helps maintain trust and keeps your list full of people who actually want to hear from you.

Here’s a visual representation of what your re-engagement efforts could look like:

Step 6: Track What Works (and What Doesn’t)

Re-engaging a dormant list isn’t just about sending emails – it’s about learning what resonates with your audience. Keep a close eye on key metrics like open rates, click-through rates, and conversions to see how your campaigns are performing.

Experiment with different elements of your emails to fine-tune your approach. For example, does a playful subject line work better than a formal one? Does a bold CTA button get more clicks than a subtle text link? Even small tweaks can make a big difference.

And if someone still doesn’t respond after several attempts, it’s okay to let them go. Removing unengaged subscribers keeps your list lean, healthy, and effective.

Step 7: Keep the Momentum Going

Once you’ve re-engaged your audience, don’t let them slip away again. Consistency is key.

Set up a regular email schedule so subscribers know when to expect updates. Whether it’s weekly, fortnightly, or monthly, the important thing is to stay top of mind without overwhelming them.

Personalisation also plays a big role in keeping people engaged. Segment your list and tailor your emails based on their preferences, behaviour, or location. For instance, a fitness brand could send urban subscribers offers on high-energy group classes like reformer Pilates or HIIT, while rural subscribers might receive content focused on home workout plans or outdoor fitness routines. To learn more about personalising your email communications, check out our guide to crafting tailored email campaigns that bring great results.

Finally, make your emails worth opening. Exclusive offers, valuable resources, and engaging content ensure your subscribers look forward to hearing from you.

Revitalise Your Email List with Bigg

Re-engaging a dormant email list requires more than just sending a few emails – it’s about understanding your audience, crafting compelling campaigns, and delivering consistent value. At Bigg, we’re experts in email marketing strategy, helping businesses of all sizes and natures reignite their marketing efforts and achieve measurable results.

Our tailored approach ensures that your campaigns resonate with your audience, from re-engagement to long-term retention. Whether you’re a small business or a large enterprise, we’ll work with you to maximise the potential of your email marketing.

Don’t let an inactive list hold your business back. With our expert guidance, you can transform dormant subscribers into loyal customers. Contact us today to get started on making your email marketing as effective as it can be!

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Digital Marketing

Essential Ingredients for Ad Copy That Converts

Creating ad copy that converts is both an art and a science. Your words need to grab attention, resonate with your audience and inspire action – all within a limited space. Whether you’re crafting social media ads, Google display ads or email campaigns, effective copywriting can be the difference between a scroll-by and a click-through. Let’s break down the key ingredients for crafting ad copy that delivers results.

Hook Them with Attention-Grabbing Headlines

Your headline is the first thing people see, so it’s your chance to make an unforgettable first impression. A great headline should stop people in their tracks and make them want to learn more. It doesn’t have to be flashy, but it does need to be compelling. Here are a few ways to create attention-grabbing headlines:

Use numbers: “7 Reasons Why [Your Product] Will Change Your Life”
Ask a question: “Struggling to Find the Perfect Solution for [Problem]?”
Offer something irresistible: “50% Off [Product or Service] Today Only!”

Keep it clear, concise and relevant to your audience. The key is to pique their curiosity while giving a glimpse of the value you’ll provide.

Communicate Clear Value Propositions

Once you’ve hooked your audience, it’s time to deliver on your promise. Your value proposition is where you clearly explain what makes your product or service unique and why someone should choose you over the competition.

Focus on benefits rather than features. Instead of saying, “Our mattresses have memory foam,” say, “Get the best night’s sleep you’ve ever had.”

Your value proposition should answer these questions:

What problem are you solving?
How does your product/service improve the customer’s life
Why should they care?

Remember: you need to be specific. Vague statements like “We’re the best” don’t work – back your claims with proof.

Speak Their Language with Audience-Centric Copy

Personalisation is no longer optional in today’s marketing landscape. Your copy should speak directly to your target audience as if you’re having a one-on-one conversation. Understand their pain points, desires and motivations, and reflect those in your messaging.

Use words they use: If your audience is made up of majority millennials, phrases like “game-changer” or “next-level” might resonate. For a more professional audience, keep it polished and jargon-free.
Show empathy: “We get it: keeping your home clean while juggling work and family is tough.
Highlight outcomes they care about: “Save time and money with our hassle-free service.”

When your audience feels understood, they’re more likely to trust you and take action.

Drive Action with Effective CTAs

The call-to-action (CTA) is arguably the most important part of your ad copy. It’s what tells your audience what to do next, whether that’s signing up, buying now or learning more. A strong CTA should be clear, direct, and action-oriented.

Enhance your CTAs by adding urgency or exclusivity:

“Sign up today and get 20% off!”
“Limited-time offer—don’t miss out!”
“Join our exclusive community of [target audience].”

Test different variations to see what resonates best with your audience. For example, “Shop Now” might work better than “Learn More” for e-commerce, while “Download Free Guide” could excel in lead-generation campaigns. Below are just a couple of examples of what’s working for leading brands like Netflix and Glossier.

Build Trust with Social Proof and Credibility

Consumers are more likely to trust you when they see that others have had positive experiences with your brand. Incorporate social proof into your ad copy to establish credibility:

Customer reviews: “Rated 5 stars by 1,000+ happy customers!”
Statistics: “90% of our clients see results in the first month.”
Influencer endorsements: “As recommended by [Well-Known Name].”

If you’re just starting out, showcasing credentials, awards or guarantees can work wonders. For example, “Certified organic” or “100% satisfaction guaranteed” can reassure hesitant buyers.

Keep It Clear and Concise

The best ad copy doesn’t waste words. Every sentence should serve a purpose, whether it’s to inform, engage or persuade. Long-winded explanations can overwhelm readers, especially on platforms like social media where attention spans are short.

Here are some tips for concise messaging:

Avoid fluff: Instead of “We’re here to help you achieve your goals,” say, “Achieve your goals faster.”
Use bullet points for clarity: Highlight key benefits in bite-sized chunks.
Stick to one idea: Each ad should focus on a single, clear message rather than trying to do too much at once.

Simplicity makes your message more memorable and impactful.

Optimise Your Copy with Testing

Even the most well-crafted ad copy can be improved. Testing allows you to identify what resonates best with your audience and refine your approach over time. Use A/B testing to compare different versions of your ads, tweaking elements like headlines, CTAs or tone.

Monitor key metrics such as click-through rates (CTR), conversion rates and cost per acquisition (CPA) to gauge performance. If one version consistently outperforms the other, analyse why and apply those insights to future campaigns.

Remember: optimisation is an ongoing process. The more you test and learn, the better your ad copy will become.

Want to Take Your Ad Copy to the Next Level?

If you’re ready to craft high-impact ad copy that keeps customers coming back for more, we’re here to help! At Bigg, we specialise in devising compelling ad campaigns tailored to your brand’s unique voice and audience. We offer a full suite of digital marketing services and a data-driven approach to help deliver strong results and increase your profitability.
Ready to find out more about what we can do for your business? Get in touch with us today to start converting clicks into customers.

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Semantic SEO: What It Is & How to Optimise for It

Do you say “dinner”, “tea” or “supper” to talk about an evening meal? What about “roll”, “bap” or “cob” when referring to a bread bun?

While many of us have strong opinions about the “right” term – opinions which are heavily influenced by where we live in the world – the reality is that all of these words are related by their very similar meanings.

The study of logic and meaning in linguistics is known as semantics; it’s how we know that all of the terms we mentioned above are linked by their definition. Semantics not only helps us understand how language works as a whole, but you may be surprised to learn it’s also important for SEO.

In the Hummingbird algorithm update of 2013, Google began to place greater emphasis on the context and intent behind a search query, rather than just the specific keywords used. In other words, it started thinking more like us.

Because meaning and logic are now imperative, the practice of optimising for this type of search is known as Semantic SEO. But how do you get started? In this article, we’ll explore how semantic SEO works, why it matters and how to develop a successful semantic SEO strategy.

What is Semantic SEO?

Semantic SEO is the practice of optimising content to focus on the meaning and intent behind search queries rather than just individual keywords. Unlike traditional SEO, which emphasises targeting specific keywords, semantic SEO aims to create content that satisfies the broader context and user intent.

This approach aligns with how search engines, particularly Google, have evolved to better understand user searches through artificial intelligence (AI) and natural language processing (NLP).

How Semantic SEO Differs from Traditional SEO

In the early days of SEO, success relied heavily on keyword density and exact-match keyword usage. Pages were optimised with repetitive keywords to rank high in search engine results. While this approach was effective for its time, it often led to low-quality content and poor user experiences.

On the other hand, semantic SEO shifts the focus from keyword stuffing to creating content that answers questions, provides context and delivers value to users. It encompasses a more holistic approach where related terms, synonyms and the overall meaning of the content are used to create depth and relevance.

The Importance of Context & Intent in Search Queries

Modern search engines prioritise context and user intent to deliver more accurate results. This means search engines are no longer just looking for keyword matches, they’re trying to understand what users mean when they type a query. For instance, if someone searches for “best running shoes,” Google aims to show results that include product comparisons, reviews and buying guides – as well as results for related terms like “trainers”, “sneakers” or “athletic footwear” – as opposed to just pages that use the keyword “running shoes” repeatedly.

But why is this important? Understanding context and intent helps search engines to move beyond showing pages that happen to contain the right words, and instead display pages that provide the most relevant and valuable content. Semantic SEO takes this into account by optimising content that matches users’ needs more comprehensively.

How to Optimise for Semantic SEO

To implement semantic SEO effectively, here are some actions you can take:

1. Use Latent Semantic Indexing (LSI) Keywords

Latent Semantic Indexing (LSI) keywords are terms that are semantically related to your main keyword which help search engines understand the context of your content. For example, if your primary keyword is “digital marketing,” relevant LSI keywords could include “SEO strategies,” “content marketing” and “online advertising.”

To find LSI keywords, tools like LSIGraph or Google’s “People Also Search For” and “People Also Ask” sections are great for discovering related terms to enrich your content.

2. Implement Structured Data

Structured data, often referred to as schema markup, helps search engines understand the content on your site more effectively. By adding structured data to your pages, you’re giving search engines extra context, allowing them to present rich snippets that stand out in the search results.

For instance, if you run a recipe blog and use schema markup, your content could appear as a rich snippet with a star rating, cooking time and user reviews directly in the search results.

You can use tools like Google’s Structured Data Markup Helper to create and test your markup.

3. Create In-Depth and Contextually Rich Content

Instead of writing content that only answers a simple question, aim to cover a topic comprehensively. Content that provides a thorough understanding of a subject is more likely to be seen as authoritative and helpful by search engines. Make use of subheadings, FAQs and related sections to address various aspects of a topic.

4. Optimise for User Experience

Semantic SEO isn’t just about the content itself but how that content is presented. User experience (UX) factors, such as page load speed, mobile-friendliness and easy navigation, contribute to how users interact with your content. A positive UX can lead to higher dwell times and lower bounce rates, which are positive signals to search engines.

5. Leverage Internal and External Links

Using internal and external links effectively adds to the depth of your content. Internal links help establish a content hierarchy and distribute link equity across your site, while external links to authoritative sources can build credibility.

Tips for Integrating Semantic SEO into Your Strategy

If you’re ready to enhance your SEO efforts with semantic practices, here are a few key tips:

Research User Intent Thoroughly: Spend time understanding what users are looking for and how they phrase their queries.
Enhance Your Content with Related Topics: Use tools like AnswerThePublic or SEMrush’s topic research to find relevant subtopics.
Make Use of Schema Markup: Start with basic markup and gradually expand to more detailed structured data as needed.
Keep Content Updated: Semantic SEO is about relevancy, so revisit your content regularly to check it remains current and comprehensive.
Focus on High-Quality Writing: Content that’s informative, engaging and well-structured will always perform better than keyword-stuffed pages.

Stay Ahead with Semantic SEO

Semantic SEO is more than a trend, it’s also a necessary evolution to keep up with search engine advancements and user expectations. By focusing on user intent, incorporating structured data and using LSI keywords, you can create richer, more contextually relevant content that appeals to both search engines and readers.

At Bigg, we specialise in helping businesses in Bristol and beyond implement effective, cutting-edge SEO strategies. Schedule a call with us to learn how we can optimise your site for better visibility and long-term growth.

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Digital PR

Why Every Brand Needs a Social Media Crisis Plan

Social media allows brands to reach millions, engage with audiences, and build trust in ways that were unimaginable a decade ago. However, while it is an invaluable tool, it can also open up risks, especially when public opinion can shift in seconds due to viral posts, unexpected events, or misunderstandings. A single comment can trigger a full-blown crisis that quickly snowballs, damaging brand reputation and customer trust.

Here at Bigg, we help clients across diverse industries establish strong foundations for their social media strategy, so that they are prepared to handle challenges effectively. With proactive planning, brands can avoid, or at least minimise, the impact of crises, positioning themselves as transparent, responsible, and committed to their audiences.

The Importance of a Social Media Crisis Plan

In times of crisis, people look for brands that they trust. This trust is hard-earned but can quickly be lost if issues are handled poorly. A social media crisis plan offers several key benefits:

Protects Brand Reputation: A well-executed plan helps brands manage the narrative from the beginning, reducing the chance of misunderstandings that could tarnish their image.

Builds Customer Trust: Customers appreciate when brands are honest, transparent, and address concerns proactively, as shown by recent trust surveys by Edelman:

Ensures Consistent, Timely Responses: With a plan in place, brands can respond quickly, maintaining professionalism and control even in fast-paced situations.

Prepares Teams for High-Stress Situations: Crisis response can be chaotic, but prepared teams are better equipped to handle pressure and prevent escalation.

At Bigg, we view crisis preparedness as essential to a well-rounded social media strategy. With clients in sectors like eCommerce, automotive, food & drink, and health & fitness, we’ve seen first-hand how essential it is to protect brand reputation and customer relationships during times of high stress.

Steps to Develop a Social Media Crisis Plan

Identifying Potential Crises

The first step is to anticipate the types of crises that could arise. These will vary by industry and brand, but often include:

Customer Complaints: Issues with service, delivery, or product quality can go viral if not addressed promptly.

Product Failures: Safety issues, recalls, or product malfunctions can damage a brand’s reputation.

Negative Media Coverage: Media stories or influencer backlash can cause public perception to shift quickly.

Employee Actions: Missteps by employees, such as insensitive comments or unprofessional behaviour, can reflect poorly on the brand.

Consider previous incidents, both within your organisation and competitors, to understand what can go wrong. By identifying potential crises in advance, you can be better prepared to address them if they do happen.

Setting Up a Dedicated Response Team

A swift, cohesive response is essential during a crisis, which is why having a dedicated team is critical. This team should include key roles: decision-makers for approving approaches and messages, social media managers to post updates, customer service representatives to handle queries, and PR experts to shape the broader message.

Bigg can assist by offering comprehensive social media management or advising your internal team on best practices if you prefer to handle crisis situations in-house. We tailor our support to your needs, ensuring a resilient and effective response structure.

Establishing Clear Guidelines and Response Templates

Guidelines are crucial for ensuring that responses are consistent and appropriately toned. Here are some key components of an effective guideline set:

Tone and Voice: The tone should be empathetic, professional, and appropriate for the situation. This may vary depending on the severity of the crisis.

Approval Protocols: Responses should go through a quick but effective approval process to minimise delays and avoid inadvertently worsening the situation.

Escalation Procedures: There should be clear guidelines on when to escalate issues to higher management.

Pre-prepared message templates are invaluable for speedy response and resolution. When a crisis arises, your team can modify these templates as needed rather than drafting brand new responses under pressure. If you entrust managing your social media strategy to Bigg, our team of experts will gladly work with you to create a library of templates tailored to your brand’s voice and values.

Examples of Brands Effectively Managing Crises

Real-world examples provide valuable lessons in crisis management. Here are two instances where well-known brands handled challenging situations successfully:

KFC’s Chicken Shortage Crisis Management

In 2018, KFC faced a major PR challenge in the UK when a supply chain issue left many locations without chicken, forcing temporary closures. The KFC team responded swiftly and creatively by launching ads that rearranged their iconic logo to spell “FCK”, which humorously acknowledged the issue and apologised. They kept customers informed through social media and their website, providing frequent updates on chicken availability.

KFC’s transparency and creative response resonated well with the public. By embracing honesty, humour, and regular communication, they defused potential backlash and maintained brand loyalty. This approach underscored KFC’s commitment to brand consistency, a customer-centric approach, and effective crisis management – earning them praise and admiration rather than criticism.

Starbucks’ Response to Racial Bias

Starbucks faced a crisis when a controversial incident involving racial bias occurred in one of their stores, triggering public outrage. In response, Starbucks took immediate and transparent action by publicly apologising and announcing the temporary closure of all US stores for a day of racial bias training for employees. This move demonstrated their commitment to inclusivity and accountability.

Starbucks used social media to keep the public informed of their steps to address the issue, reinforcing trust through transparency. The brand’s quick and values-aligned response not only helped to defuse tension but also demonstrated a customer-centric approach, reinforcing loyalty and respect among their customer base. This response highlighted Starbucks’ dedication to maintaining its brand values, communicating openly, and taking a proactive approach to managing and learning from crises.

Aldi’s #FreeCuthbert Triumph

Aldi UK’s response to a lawsuit from Marks & Spencer over its Cuthbert the Caterpillar cake is a standout example of clever social media crisis management. Rather than responding defensively, Aldi’s team launched the #FreeCuthbert campaign on Twitter (now X), using humour and witty commentary to turn the situation into a viral moment. By keeping the tone lighthearted and relatable, Aldi drew positive engagement from followers who enjoyed the brand’s playful approach to the legal dispute.

In a further move to win public support, Aldi connected the campaign to a charity fundraiser, demonstrating corporate responsibility and enhancing goodwill. By balancing transparency, humour, and social impact, Aldi effectively turned a potential crisis into a brand-boosting opportunity, reinforcing customer loyalty, acquiring new customers, and drawing attention to the brand’s fun, community-focused image.

Tips for Monitoring Social Sentiment

Crisis planning also involves actively monitoring public sentiment to catch potential issues early. A proactive approach allows brands to respond to emerging concerns before they develop into larger crises.

Use Social Listening Tools

Social listening tools like Sprout Social, Hootsuite, and Brandwatch enable you to monitor brand mentions and analyse the sentiment behind them. These tools can highlight negative mentions, allowing you to assess whether a small issue is gaining traction.

Monitor Competitor Crises

Observing how competitors manage crises can offer insights into trends, public reactions, and best practices. This awareness allows you to adjust your crisis plan based on real-world events.

Engage Regularly with Customers

Responding to comments and inquiries promptly demonstrates attentiveness and care. By engaging regularly, you’ll be better positioned to catch complaints or concerns early on, and customers are more likely to reach out directly rather than airing grievances publicly.

Regularly Review and Update Your Crisis Plan

Social media platforms and consumer expectations evolve over time, so it’s essential to review and update your crisis plan periodically. Conducting quarterly reviews and revising the plan based on recent experiences and industry developments will keep it relevant and effective.

Ensure Your Brand is Prepared for Anything with Bigg

No brand is immune to the potential of a crisis, but those with a solid social media crisis plan can manage challenges with agility and confidence. Proactively addressing issues, maintaining transparency, and putting your customers first will not only help protect your reputation but can even strengthen relationships during challenging times.

At Bigg, we understand that a solid digital strategy needs to be adaptable and resilient. Whether you’re looking for comprehensive social media management, want to implement social listening tools, or simply need support with content creation, our team is here to enhance your brand’s online presence. From strategic social planning to monitoring engagement, we’ll ensure your social channels are ready to handle whatever comes your way. Reach out today to learn how Bigg can support your brand in staying strong and responsive across all social platforms.

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Digital Marketing

Conversion Rate Optimisation: Best Practices to Drive Growth

In the competitive digital landscape, getting visitors to your website is only half the battle; you must also turn these visitors into leads, customers and followers. Fortunately, this is where conversion rate optimization (CRO) comes in.

CRO is all about turning casual browsers into engaged customers, helping to make every website visit count. By fine-tuning elements like design, messaging and the user journey, CRO plays a central role in any successful digital marketing strategy. When done right, it can even significantly increase your ROI, driving sustainable growth over time.

So, how do you get started with CRO? In this article, we’ll illustrate its role in enhancing website effectiveness and key strategies to drive growth.

What is a Conversion Rate?

A conversion rate is the percentage of visitors who complete a desired action, such as submitting a web form, signing up for a service or purchasing a product.

A high conversion rate means your website is well-designed, formatted effectively and appealing to your target audience. Alternatively, a low conversion rate could be the result of a variety of factors, such as slow load times, broken forms or website copy that doesn’t convey the value of the offer.

What’s Considered a Good Conversion Rate?

A 2023 survey conducted by Ruler Analytics found that an average conversion rate across 14 different industries was 2.9%. However, what’s considered a ‘good’ conversion rate depends on your industry, niche, goals, traffic channel and audience demographics – amongst other factors.

The key to figuring out what rate you should be working towards is to understand your baseline and work on making small, sustainable improvements towards your business goals. And if your conversion rate is lower than you’d like, it’s time to get optimising.

Key CRO Strategies for Success

A/B Testing: The Foundation of Effective CRO

A/B testing is a cornerstone of CRO, allowing you to make data-driven improvements. Testing different versions of web pages and content enables you to see what resonates most with your audience. From colours and button text to layout and images, A/B testing can reveal surprising insights into user behaviour.

How to Run a Simple A/B Test:

Identify the Element to Test: Choose something specific, like a headline or CTA button. The table below should give you a good idea of which elements respond best to A/B testing.
Create Variations: Make a clear “A” and “B” version.
Split Traffic Evenly: Direct a portion of users to each version.
Measure Performance: Track metrics like conversion rate, time spent on page or bounce rate.

Pro Tip: Begin with elements that are likely to impact user behaviour, such as your primary CTA or landing page headline. For example, in this case study by Unbounce, changing three simple words on a CTA button – “Sign up for free” vs. “Trial for free” – saw a whopping 104% increase in the client’s trial start rate.

Create Text-Based Calls to Action (CTAs) for Blog Posts

While it’s considered best practice to include a call to action in a blog post, they sometimes fail to incentivise visitors to take the desired course of action. But why is this?

Banner blindness is a long-standing web user behaviour that refers to the tendency to ignore page elements that they perceive (be it correctly or incorrectly) to be an ad, such as banners. Affecting up to 86% of consumers, this selective attention, combined with the fact that site visitors don’t always read to the bottom of a blog post, means that a different tactic is required.

Fortunately, text-based CTAs act as an effective, tried-and-tested solution. For example, a test ran by Hubspot across 10 blog posts found that a standalone line of text linked to a landing page and styled as a H3 or H4 generated an average of 93% of a post’s leads, as opposed to just 6% from a standard end-of-post banner CTA.

Want to see a strong example of a text-based CTA? Stay tuned to the end of this blog!

Enhancing User Experience (UX): Simplify, Don’t Complicate

Many of us will have had the experience of giving up using a website because of its slow loading times, difficulty finding the information you want or simply thinking it looks cluttered or unappealing.

It comes as no surprise, then, that user experience is critical to CRO; if visitors find your site clunky, confusing or slow, they’re far more unlikely to convert. Good UX involves a clean, intuitive layout, fast load times and clear navigation. So influential is an enhanced UX design, that Mike Gualtieri from Forrester reported that it has the potential to increase conversion rates by up to a staggering 400%.

Key Areas to Optimise for UX:

Navigation: Simple, logical paths help users find what they need faster.
Mobile Optimisation: With so much traffic coming from mobile, a responsive design is essential.
Visual Appeal: Quality visuals enhance engagement, while clean, minimalistic designs often outperform cluttered layouts.

Add Messages to High-Converting Web Pages

Live chat and chatbots can answer questions in real-time, making it easier for potential customers to find the information they need to make purchasing decisions. These tools can also gather valuable insights on customer pain points, helping inform further CRO improvements.

To increase conversions, add these chat features to your highest performing web pages, such as pricing or product pages, to help facilitate their purchasing journey. For instance, if a user has spent more than a minute on a page, you might want to automatically offer to help and answer any questions they may have.

Encourage Repeat Engagement with Retargeting

Not all users will convert on their first visit, but retargeting ads can re-engage visitors and guide them back to your site. Personalised retargeting ads based on the user’s browsing behaviour can remind them about products they viewed, offers they considered or content they interacted with.

Effective Retargeting Strategies:

Product Reminders: Show users items they viewed but didn’t purchase.
Content-Based Retargeting: Drive users back to relevant blog posts, guides or product pages.
Seasonal Offers: Use timely ads to create a sense of urgency.

Monitoring and Iterating Your CRO Strategy

Much like with any new strategy, you should be regularly tracking and analysing CRO metrics to see what’s working and where there’s room for improvement.

Metrics to Watch:

Bounce Rate: A high bounce rate might indicate that users aren’t finding what they need.
Page Load Time: Slow loading times can cause users to drop off, particularly on mobile devices.
Heatmaps and Click Maps: Tools like Hotjar and Crazy Egg provide heatmaps to show where users are engaging most on your site.

Tips for Ongoing Optimisation:

Set Regular Reviews: Make CRO reviews part of your regular marketing strategy.
Stay Updated on CRO Trends: As digital marketing evolves, keep an eye on emerging CRO trends.
Use Feedback: Analyse user feedback and make adjustments to address any common pain points.

Ready to Boost Your Conversions?

Conversion Rate Optimisation isn’t all about immediate gains; it’s a key part of a sustainable growth strategy. By continuously testing, refining and optimising your website, you can transform traffic into loyal customers and improve your brand’s online performance.

If you’re struggling to get your CRO strategy off the ground, let Bigg help you unlock the potential of your website! Whether you need help with A/B testing, UX improvements or crafting the perfect CTA, our expert team in Bristol has the expertise to drive growth. Get in touch with us today to start your CRO journey and watch your conversions soar!

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Dispatches from the Bristol marketingSHOWCASE 2024

On the 22nd October, some of the Bigg team popped next door to Ashton Gate Stadium for the Bristol marketingSHOWCASE 2024, a brilliant gathering of digital marketing pros. The day was packed with useful insights, exciting tools and inspiring talks, leaving us buzzing with fresh ideas to bring back to the office. Here’s a quick round-up of our top takeaways from the day!

Key Takeaways

Cutting-Edge Trends

The showcase highlighted some digital marketing trends that are revolutionising the industry. From AI-driven campaigns to the latest strategies in content marketing, it was clear that the industry is moving faster than ever.

At Bigg, we strive to be ahead of the curve when it comes to new trends and developments. These insights, including practical solutions for optimising AI and exploring cookie-less tracking methods, are exciting additions to our existing toolkit. We’re keen to implement these innovative approaches in upcoming campaigns, ensuring we stay on the leading edge for our clients.

Networking and Collaboration

The event proved invaluable for connecting with other marketing pros. It was a pleasure exchanging insights with fellow marketers and meeting new connections like Kelly McGregor, Natalie McColl, and Manpreet Singh. With so many talented individuals under one roof, the conversations sparked ideas for collaborations and partnerships, and we’re already looking forward to building on these discussions.

Standout Talks

The speaker sessions delivered thought-provoking discussions on current industry challenges and strategies:

Leadoo

Greg Landon’s session on the shifting landscape of website traffic was particularly timely. He addressed the complexities marketers face with AI-powered answers occupying prime search real estate, rising ad costs and the impending cookie-less future. Greg shared strategies for navigating these changes, such as leveraging user experience and engagement-focused content, which we’re excited to test out.

Bobble Digital

Manpreet Singh offered a refreshingly practical breakdown of SEO essentials, emphasising the need for a balanced approach across technical, content and off-page strategies. His advice reminded us of the importance of maintaining a long-term SEO vision while delivering short-term results for our clients.

Tony’s Chocolonely

This session offered a fascinating glimpse into how a mission-driven brand leverages marketing for social impact. The company’s dedication to ending cocoa industry exploitation was inspiring, underscoring how powerful storytelling can elevate brand purpose.

Sky Adsmart

Sky Adsmart’s targeted advertising platform caught our eye, with its capability to segment audiences by postcode, demographics and even shopping habits. With such specific targeting and clear conversion metrics, this could be an exciting avenue for us to explore for future campaigns.

After an inspiring day, we returned to the office full of ideas and feeling energised about the future. Huge thanks to marketingSHOWCASE and everyone we connected with – it was a fantastic experience!

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Digital Marketing

Sustainability in Digital Marketing: Key Trends and Strategies

It’s safe to say that 2024 has been another landmark year for the climate crisis, with record-breaking temperatures, persistent natural disasters and other forms of extreme weather all being symptomatic of an environment in decline. As the problem mounts, life on Earth will continue to adapt with it – from how nations obtain resources to how communities are built and, more pertinently, how businesses operate.

Sustainability has been a growing topic of conversation across industries of all kinds, as businesses wise up to the importance of incorporating eco-friendly policies into their operations, and the digital marketing sector is no exception.

Plus, as consumer awareness surrounding environmental issues grows, businesses are also under pressure to adopt sustainable practices not just from a production and logistics standpoint, but also in their marketing efforts. For digital marketers, this shift presents both opportunities and challenges.

In this article, we’ll explore key sustainability trends within the digital marketing world, as well as strategies that your company can adopt to reduce their environmental impact while engaging conscious customers.

Sustainability in Digital Marketing: Why It’s Important

It’s no secret that in recent years, sustainability has emerged as a key driver of consumer behaviour. According to a 2024 PwC study, 46% of consumers say they are buying more sustainable products as a way to reduce their impact on the environment; meanwhile, more than 80% of consumers say they are willing to pay more for sustainably produced or sourced goods, with some willing to pay on average 9.7% more for goods and services that meet specific environmental criteria.

Fortunately, the digital space offers marketers many opportunities to communicate sustainability. However, it’s also essential that digital marketing itself adopts sustainable practices, from reducing carbon emissions associated with data usage to ensuring campaigns align with responsible production standards.

Reducing Your Carbon Footprint Through Digital Channels

We as digital marketers are heavily reliant on technology, which in turn depends on energy-consuming data centres. As online activity increases, so too does the carbon footprint associated with digital campaigns. For example, the Internet accounts for 3.7% of global greenhouse gas emissions – shockingly equivalent to that of the aviation industry.

As a result, it’s essential that active steps are taken to reduce the environmental impact of digital marketing activities. Here are just a few strategies to consider:

Optimising Web Performance

Slow, inefficient websites consume more energy because they require more server power and lead to longer user sessions. Making sure that websites are properly optimised – such as minimising file sizes, improving load times and streamlining site navigation – can significantly reduce energy use.

Because Google values web performance in its search ranking volume, think of this as a win for sustainability and SEO.

Choosing Green Hosting Providers

Another effective strategy is to use web hosting providers that are committed to renewable energy, such as GreenGeeks and Kualo. These brands help to offset the environmental impact of running websites and digital applications.

Reducing Data in Email Campaigns

Email marketing, although successful in reaching large audiences, can also contribute to digital pollution through large attachments and high data usage. As a result, marketers should aim to reduce the size of their email campaigns by using lightweight designs and compressing images.

On top of this, targeting smaller, more engaged audiences through segmentation can cut out unnecessary emails and reduce the carbon footprint attached.

Leveraging Sustainable Video Marketing

Video content can also be a powerful marketing tool, but can be similarly energy-intensive – particularly when hosted on platforms like YouTube that rely on vast data centres. Sustainable video marketing can be achieved through compressing video files, reducing video length and encouraging users to download rather than stream content.

Emphasising Ethical Consumerism in Campaigns

Of course, sustainability isn’t just about reducing energy consumption, it also includes promoting responsible consumption and production practices. Thinking back to the stats from the PwC study, it’s clear to see that ethical consumption is on the rise, and brands that incorporate sustainable messaging into their marketing campaigns can tap into this growing market.

Highlighting Eco-Friendly Products

With so many consumers looking for products with a reduced environmental impact, spotlighting these products during campaigns is a great way to align with consumer values and drive engagement.

Transparency & Storytelling

For 70% of UK consumers, greenwashing – superficial sustainability claims made without real substance – is a huge red flag. This means that authenticity is essential when promoting sustainability, so marketers should focus on transparency by providing clear, verifiable information about the sustainability of products, services and practices.

Storytelling can play a key role here, using case studies and real-life examples to showcase sustainable efforts.

Supporting Social & Environmental Causes

Beyond promoting eco-friendly products, brands can build their reputation by supporting broader social and environmental causes. Campaigns that involve partnerships with environmental organisations, carbon offset programs or tree-planting initiatives not only demonstrate a commitment to sustainability but may even establish a positive relationship with the local community.

The Rise of Sustainable Advertising Platforms

In response to the growing demand for sustainability, new advertising platforms and systems are emerging that prioritise eco-friendliness. Platforms like these are designed to reduce digital waste, optimise energy use and provide marketers with tools to lower their environmental impact.

Carbon Neutral Ad Platforms

Adtech companies, such as OpenX and Sniegel, are now starting to offer carbon-neutral advertising solutions. This works through calculating the carbon emissions generated by ad campaigns and offsetting them through investments in renewable energy or reforestation projects. Choosing to work with these platforms can help advertising efforts align with sustainability goals.

Programmatic Advertising Efficiency

Programmatic advertising allows for precise targeting, reducing waste by showing ads only to relevant audiences. Getting rid of irrelevant impressions and optimising ad spend means that businesses can reduce the energy consumption associated with digital campaigns.

Eco-Friendly Ad Creatives

Lighter, more efficient ad formats, such as static images instead of auto-playing videos or reducing high-resolution banners, can also help to reduce the carbon footprint of digital advertising. Interactive and engaging formats that don’t rely on heavy data usage can provide sustainable alternatives without compromising performance.

Measuring the Impact of Sustainable Marketing Efforts

To maintain credibility, sustainable marketing efforts must be measured for success and reported on. Tools such as carbon footprint calculators, energy usage tracking and sustainability audits can help brands understand their environmental impact and identify areas for improvement. Here are just a few tools and strategies for accurate analysis:

Carbon Emissions of Digital Campaigns

Using platforms like Plan A or AdGreen, marketers can estimate the carbon emissions of their campaigns and work towards reducing them over time.

Energy Consumption of Web Traffic

Tools like Website Carbon can measure the energy usage linked with website traffic, allowing brands to optimise their digital presence accordingly.

Customer Engagement with Sustainable Content

You can also track how well sustainability-focused content resonates with audiences. Higher engagement with these campaigns can indicate strong brand alignment with consumer values.

Align Your Marketing Campaign with Sustainable Practices

Is sustainability becoming an increasing concern for your business? Perhaps you want to show off your green credentials in your next online campaign? As an innovative and adaptable digital marketing agency in Bristol, Bigg is committed to helping your brand devise digital marketing strategies that speak to eco-friendly values.

Ready to get started? Get in touch to book a strategy call with a member of our friendly team and find out more about how we can help you implement sustainable practices that drive success.

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