September 30, 2020
Earlier this year, digital agency E-promo released an analytical report for 2019 and the first half of 2020 on trends in paid search advertising. The study was conducted across several industries: FMCG, updated 2024 mobile phone number data finance, e-commerce, real estate, auto and pharma. The main trends include the growing influence of brand awareness, the complexity of attribution models and the use of first party data. To find out how these trends are changing in the context of the coronavirus pandemic, we spoke with Anton Chernotalov, CEO of E-Promo.
According to Chernotalov, the industries studied are at different levels of digitalization. This concerns the calculation of the economic efficiency of investments in marketing, conversion attribution, process automation, and much more. In this regard, e-commerce and finance can be called advanced, while FMCG and pharma are lagging behind. The auto industry and real estate are in the middle.
The influence of the brandformance approach
Despite the differences in digital development, the study has common trends for all industries, such as increasing the effectiveness of the brandformance approach. The influence of brand awareness on ROAS (return on ad spend) has grown significantly. In the financial industry, the difference in ROAS for similar bank offers with different levels of awareness exceeded 2.4 times. The same trend is in real estate, especially in the premium segment.
Digitalization of contact with customers
During the coronavirus pandemic, consumers began to shop more online, and this has accelerated the trend towards digitalization of customer communications.
To increase sales, you need to pay attention to the quality of online services and digital materials .
According to Google , 85% of new car buyers in 2019 visited the manufacturer's website. 46% bought a car that they assembled in a configurator - for the premium segment, the figure was 62%.