The iconic Duracell bunny advertisements were originally launched in 1973, a long time before a rival bunny, by Energizer came on the scene. In the UK and Australia, nobody remembers the Energizer bunny now, but in the US it’s the other way around. When Duracell’s trademark ran out, Energizer jumped in and 115 advertisements later, Duracell’s bunny is buried in US advertising history.
A lesson in commercial complacency perhaps, but certainly proof that if you’re not watching your marketing closely, a competitor may jump your bandwagon or you may miss an opportunity to jump on theirs.
This is particularly true for retailers when it comes to bidding on keywords and phrases in the run up to Christmas. Competitor considerations aside, the most popular during the Christmas period are not going to be the same as those for the rest of the year so it pays, literally, to review your keyword strategy.
We saw uplift of over 100% in visitor traffic across all of our online retailing clients, with all the keyword conventions of the rest of the year thrown out of the tinsel framed window. With such a surge in traffic it’s easy to lose focus on conversion rates, which is essentially what the keyword strategy is ratcheting up.
Consider what a 1% increase in conversion rate equates to in revenue and there you have a specific motivation and ROI figure to work with. In the New Year, the game changes again, in fact a keyword strategy should really just roll on continuously, like the Duracell bunny, or the Energiser one if you’re in the US.