Track changes in shopping behavior
Posted: Sun Feb 16, 2025 3:23 am
Customers are also changing their habits in response to the recession. Therefore, monitor new trends in customer behavior and focus on current key points in their customer journey. Adjust your strategy based on the knowledge you gain. It is possible that the strategy of the entire company will need to be changed, not just marketing. A good example would be services that are affected by the introduction of quarantines during the coronavirus crisis, such as delivery services Uber Eats, Dáme Jídlo, Košík/Rohlík and others. How will they change their budgets, campaign targeting, and communication? But how can you detect changes in behavior specifically for you? The Google trends tool can be a good tool for you, where you can find out what is currently most searched for in connection with your product, industry, or perhaps brand. You can get additional useful, tailored information from the analysis of search queries in Google Ads and Sklik, where you can compare the most searched terms in any period before the crisis and during the crisis. At the same time, Google Analytics also offers many options, from internal search analysis to monitoring behavior on individual website subpages, changing the share of pages with the most entries/exits.
New segmentation
This point is related to the aforementioned change in customer behavior. Don’t forget to adjust your customer segmentation settings (targeting, audiences, etc.) in your online marketing tools according to the latest findings. There’s nothing 99 acres database worse than throwing away a potentially working strategy because of outdated audience settings.
Campaign optimization
Speaking of adjusting settings, also optimize the campaigns you plan to target (see point 2). Pause reports and keywords within your campaign that are spending a lot of money and not converting (watch out for attribution modeling!). At the same time, add more reports or keywords that you discover in the context of new customer behavior (point 4). Don't forget to also update your ad texts and banners to better match the customer's mood - for example, you can reassure them that you will get through this difficult situation together, that they will save money with free shipping, etc.
Think long term
As mentioned in the introduction, it is important to keep a cool head and, in addition to the necessary short-term measures, to still focus on a long-term vision and strategy. The worst period of a recession often lasts about 6 months and then the economy starts to pick up again. The negative mood on the market is therefore maintained more by scared people than by the real situation. By maintaining a long-term strategy, you will emerge from the crisis in a stronger position than your competitors and can grab a much larger market share in the following years of recovery than before.
If you are interested in this topic, continue to the article: How to quickly build an e-commerce business
New segmentation
This point is related to the aforementioned change in customer behavior. Don’t forget to adjust your customer segmentation settings (targeting, audiences, etc.) in your online marketing tools according to the latest findings. There’s nothing 99 acres database worse than throwing away a potentially working strategy because of outdated audience settings.
Campaign optimization
Speaking of adjusting settings, also optimize the campaigns you plan to target (see point 2). Pause reports and keywords within your campaign that are spending a lot of money and not converting (watch out for attribution modeling!). At the same time, add more reports or keywords that you discover in the context of new customer behavior (point 4). Don't forget to also update your ad texts and banners to better match the customer's mood - for example, you can reassure them that you will get through this difficult situation together, that they will save money with free shipping, etc.
Think long term
As mentioned in the introduction, it is important to keep a cool head and, in addition to the necessary short-term measures, to still focus on a long-term vision and strategy. The worst period of a recession often lasts about 6 months and then the economy starts to pick up again. The negative mood on the market is therefore maintained more by scared people than by the real situation. By maintaining a long-term strategy, you will emerge from the crisis in a stronger position than your competitors and can grab a much larger market share in the following years of recovery than before.
If you are interested in this topic, continue to the article: How to quickly build an e-commerce business