Between SEOs and product rankings, the digital success of a brand can be atomised down to some essentials of digital discoverability.
As brands gallop through the ever-evolving digital world, seeing their expenditure yield desired results remains paramount for all participants. The essence of digital marketing is to either build awareness, or drive e-commerce sales, both of which require a great deal of strategised ad or product placements, compounded with the right mix of consumer outreach.
For a brand to see any success in its digital marketing, to be discoverable is the first brick in the wall. According to Search Engine Journal, 70% of Amazon customers never click past the first page of Amazon SERPs (Search Engine Result Pages). In fact, The first three product listings displayed in Amazon SERPs account for 64% of clicks.
All industry reports indicate that the major chunk of the online business pie is devoured by those at the top of the search lists. Multiple studies indicate that 93 percent of the online experience for a consumer begins with a search engine such as Google, Yahoo!, or Bing, making online discoverability the most fundamental requisite for any success in digital.
Girish Ramachandra, founder & CEO, of Shopalyst, a digital ad and marketing platform, opines that with the proliferation of choice for consumers, brands find it harder to cut through the clutter to gain visibility. He says, “ Given that consumers make buying decisions not just while shopping on eCommerce, but also on popular video, social and search platforms – brands need a multi-channel communication and commerce strategy.”
