Did you know that you can track the effect that your digital ads have on purchases made in your brick and mortar store?

Or that 80 percent of holiday shoppers consult online sources before making a purchase?

How about the fact that site speed has a direct correlation on both bounce rate and conversion rate?

Retail marketing in the digital age was the focus of our last Google Partners Connect event, hosted here at Well Done HQ. We heard insights directly from leaders at Google on everything from retail advertising strategies to setting up the most effective Google Shopping campaigns for an ecommerce site.

Your Black Friday marketing strategy starts today.

I know it’s only August, but it’s already time to start planning your marketing and advertising strategies for the holiday shopping season. This is the most important time of year for most retail businesses, and if you start assembling your campaigns now, you could have a serious leg up on the competition. In 2017, that means aligning your in-store efforts with your digital strategy, and making sure that potential customers can easily find you online, and seamlessly move from product research to purchase to loyalty.

Watch the video of the event here.

TL;DW: The key to digital advertising success lies in:

  1. Discoverability: Make sure your brand and products can be found on mobile search, where most shoppers begin their research process. Only one in ten smartphone users are set on a particular brand when they begin their search, the rest are open to the brand and online experience that proves to be the most relevant and helpful.
  2. Personalization: People respond toand make purchases based on—personal recommendations. In fact, 90% of consumers say they would make a purchase from a company that best predicts their search and shopping intent, and makes good recommendations based on those predictions.
  3.  Friction = failure: A slow website or a clunky check-out process can directly result in lost customers. If your site takes longer than three seconds to load, you could be losing 53% of visitors to your site. So check your page speed and make any necessary fixes to speed up your page load time.

As a Google Partner, we have access to these learning opportunities from Google every month. And as neighbors of Wildwood Market, we have access to their delicious sandwiches. So if you’re interested in free lunch and digital marketing advice for B2B companies, mark your calendar for the next Google Partners Connect on Wednesday, September 20, and stay tuned for official registration to open up next week.