{"id":19153,"date":"2022-06-15T11:39:29","date_gmt":"2022-06-15T11:39:29","guid":{"rendered":"https:\/\/www.nobraineragency.com\/seo\/https-www-nobraineragency-co-uk-blog-content-marketing-tips-for-ecommerce-during-the-cost-of-living-crisis\/"},"modified":"2025-06-23T15:25:29","modified_gmt":"2025-06-23T15:25:29","slug":"tips-ecommerce-during-cost-of-living-crisis","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/","title":{"rendered":"Tips for digital marketing in ecommerce during the \u2018cost of living crisis\u2019"},"content":{"rendered":"<p><strong>At a time when both consumers and businesses are really feeling the effects of rising costs across pretty much every area, it can have a huge impact on <a href=\"https:\/\/news.sky.com\/story\/cost-of-living-crisis-shoppers-put-brakes-on-spending-as-consumer-confidence-dips-12609656\">people\u2019s shopping habits<\/a>, the areas in which they choose to spend their money and their priorities. <\/strong><\/p>\n<p>For ecommerce brands, there are several different areas to consider when it comes to digital marketing strategy at a time such as this. Your marketing and <a href=\"https:\/\/www.nobraineragency.co.uk\/services\/digital-pr\/\">digital PR<\/a> choices can not only make a difference to the revenue you are able to generate but can also have an impact on your reputation and on customer sentiment towards your brand.<\/p>\n<p>In this blog, using some real-life ecommerce marketing examples, we look at how retailers that sell online can best navigate this really difficult period, for however long it lasts.<\/p>\n<h2>Empathetic marketing messaging<\/h2>\n<p>With marketing and communications, it\u2019s not always as much about what you say, but how you say it, that can make all the difference to how your key messages are received. During a time where millions of people are struggling to pay their everyday bills, brands that fail to \u2018read the room\u2019 when it comes to their marketing campaigns are not likely to do very well.<\/p>\n<p>Instead of ignoring the pinch that many people are feeling on their finances and just hoping for the best, ecommerce brands can acknowledge that times are tough, and tailor their messaging to highlight how they deliver something worthwhile to customers instead.<\/p>\n<p>This can be a real challenge for those selling discretionary products or luxury and top end goods, but ensuring that your marketing feels \u2018human\u2019 can go a long way in terms of brand perception.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">This October, we\u2019re removing multi-buy promotions on high fat, salt &#038; sugar foods, you\u2019ll no longer need to purchase more of these products than you need to save. We\u2019ll continue to bring you great value on products as part of our Better Baskets commitment <a href=\"https:\/\/t.co\/MSO1ahqVyL\">https:\/\/t.co\/MSO1ahqVyL<\/a> <a href=\"https:\/\/t.co\/QZDczCvRJz\">pic.twitter.com\/QZDczCvRJz<\/a><\/p>\n<p>\u2014 Tesco (@Tesco) <a href=\"https:\/\/twitter.com\/Tesco\/status\/1527357678313361436?ref_src=twsrc%5Etfw\">May 19, 2022<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h2>An appropriate focus on value<\/h2>\n<p>Even brands that are certainly considered \u2018luxury\u2019 can potentially create messaging around value and quality, although care should be taken to ensure it is sensitively done. M&#038;S Food are usually pretty good at finding the right kind of balance here (helped by their awesome food imagery, of course) and manage to tick both boxes with their famous dine-in meals.<\/p>\n<figure id=\"attachment_11074\" aria-describedby=\"caption-attachment-11074\" style=\"width: 394px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-11074\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/MS-meal-deal.png\" alt=\"\" width=\"394\" height=\"345\" \/><figcaption id=\"caption-attachment-11074\" class=\"wp-caption-text\"><span style=\"font-size:12px;\">Source: <a href=\"https:\/\/www.marksandspencer.com\/c\/food-and-wine\">https:\/\/www.marksandspencer.com\/c\/food-and-wine<\/a><\/span>\u00a0<\/figcaption><\/figure>\n<p>The value messages are perhaps easier for Aldi than for M&#038;S, but value for money isn\u2019t only about the actual cost, it\u2019s what the customer gets in return for their spend.<\/p>\n<p><strong>If your products offer great quality, durability and have other benefits too, such as sustainability or a charitable focus or outcome, shoppers are often willing to pay more for something that they feel might help them save more in the future (avoiding the \u2018buy cheap, buy twice\u2019 false economy) or has other benefits that line up with their own values.<\/strong><\/p>\n<h2>Incorporate transparency into your marketing communications<\/h2>\n<p>We\u2019ve already talked about acknowledging that times are tough financially, but transparency as an ecommerce brand goes further than this.<\/p>\n<p>Some brands are taking the step of explaining to customers that their product costs are going up and exactly why that is the case, rather than just putting prices up and saying nothing about it.<\/p>\n<p>Beauty brand Deciem increased prices on some of their products in February 2022, but a week before the changes, they informed customers across social media about what was happening and why, which gave people a chance to stock up at the old price before the increase (bet they took a lot of sales that week!) and also offered an honest explanation for why this was necessary.<\/p>\n<p>Judging by the comments on their Facebook post announcing the changes, it went down pretty well with the vast majority of their customers.<\/p>\n<p><iframe style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fdeciem%2Fposts%2F4305869572847332&#038;show_text=true&#038;width=500\" width=\"500\" height=\"767\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>If people with less expendable income are making a buying choice, would they rather opt for a brand that seems to value and respect their customers or buy from one that sweeps things like price increases under the carpet?<\/p>\n<h2>Organic search strategy tweaks around value-related terms<\/h2>\n<p>While there is no point spending time and money targeting terms like \u2018cheap paddle boards\u2019 when you know that your paddle boards have the highest price point around, it is always worth reviewing your SEO keyword targeting to ensure that there is some provision in there for those potential customers who are looking for cheaper alternatives when they shop online.<\/p>\n<p>Someone searching for any kind of product on a cost-related term is usually pretty far down the buying funnel and are at the stage of comparing different options for their price and features. Intent-led keywords are all-important here, so it\u2019s essential to understand how your target audience search for products when price is a major factor for them. Take a look at our <a href=\"https:\/\/www.nobraineragency.co.uk\/blog\/blog\/seo-keyword-research-101-for-ecommerce\/\">guide to ecommerce keyword strategy<\/a> for more information on this topic.<\/p>\n<p>Convincing people to click through to your site from search engine results is also important. A quick search for \u2018cheap garden furniture\u2019 at the time of writing brought up the below organic results as the top three. Which would you click on? Ensure that your page titles, meta descriptions and images are all optimised to what you know appeals most to your target audience.<\/p>\n<figure id=\"attachment_11075\" aria-describedby=\"caption-attachment-11075\" style=\"width: 602px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-11075\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/garden-furniture-serp.png\" alt=\"\" width=\"602\" height=\"433\" \/><figcaption id=\"caption-attachment-11075\" class=\"wp-caption-text\">Image shows organic results of a Google search for &#8216;garden furniture&#8217; in May 2022<\/figcaption><\/figure>\n<h2>Care taken with marketing about consumer credit options<\/h2>\n<p>The Financial Conduct Authority has <a href=\"https:\/\/www.cityam.com\/city-watchdog-to-crackdown-on-adverts-that-downplay-risk-of-borrowing-as-cost-of-living-crisis-bites\/\">recently written to consumer credit firms<\/a> with a warning about their conduct during the cost of living crisis, to help ensure they don\u2019t play down the risks of borrowing when marketing to customers who might look for credit in order to spread the cost of purchases, during a time when budgets are more stretched than ever.<\/p>\n<p>Retailers utilising these kinds of credit solutions on their website, such as buy now, pay later (BNPL), will already be aware of the heavily regulated guidelines over what can and can\u2019t be said to customers in relation to buying via credit. However, this move by the FCA indicates that they will be watching closely for any breaches to ensure that customers are being treated fairly and not misled about any aspect of borrowing to pay for goods.<\/p>\n<h2>Providing useful cost-saving content to customers with your marketing strategy<\/h2>\n<p><strong>As budgets become increasingly stretched, more and more people will be looking for content that will help them to make savings in every area of their life. <\/strong><\/p>\n<p>This isn\u2019t the right context for sales-driven content, and using money saving topics to try and sell more products isn\u2019t going to go down well with potential customers. However, genuinely useful content offering advice or tips that will make a real difference to people can help to improve sentiment towards your brand and make you more memorable when it does come to purchase decision time.<\/p>\n<p>The nature of business and the specific audience that you target will be the main things that shape your <a href=\"https:\/\/www.nobraineragency.co.uk\/services\/content-marketing-2\/\">content marketing<\/a> activity in this area, and while its primary purpose isn\u2019t a selling tool, you don\u2019t want to dissuade potential customers from making a purchase either.<\/p>\n<p>It\u2019s also vitally important to consider the best channels and mediums for this content so you can get it in front of the right people. Making a video, a blog, several social posts, user-generated content and even a PR campaign out of one single creative content idea can amplify your reach and maximise results for your budget.<\/p>\n<p><a href=\"https:\/\/www.nike.com\/gb\/a\/how-to-make-running-shoes-last-longer\">Example: Nike \u2013 How to make your running shoes last longer<\/a><\/p>\n<p><strong>If you would like some help with your brand\u2019s digital marketing strategy during the cost-of-living crisis, our team would love to hear from you. Get in touch using the form below.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At a time when both consumers and businesses are really feeling the effects of rising costs across pretty much every area, it can have a huge impact on people\u2019s shopping habits, the areas in which they choose to spend their money and their priorities. For ecommerce brands, there are several different areas to consider when [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19157,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[13,11,1,14],"tags":[65],"class_list":["post-19153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-digital-pr","category-seo","category-social","tag-ecommerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tips for digital marketing in ecommerce during the \u2018cost of living crisis\u2019 - No Brainer Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tips for digital marketing in ecommerce during the \u2018cost of living crisis\u2019\" \/>\n<meta property=\"og:description\" content=\"At a time when both consumers and businesses are really feeling the effects of rising costs across pretty much every area, it can have a huge impact on people\u2019s shopping habits, the areas in which they choose to spend their money and their priorities. For ecommerce brands, there are several different areas to consider when [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/\" \/>\n<meta property=\"og:site_name\" content=\"No Brainer Agency\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-15T11:39:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-23T15:25:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Cost-of-living-crisis-marketing-blog-image.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1557\" \/>\n\t<meta property=\"og:image:height\" content=\"715\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Rudd\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lauraherself\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Rudd\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/\"},\"author\":{\"name\":\"Laura Rudd\",\"@id\":\"https:\/\/www.nobraineragency.com\/#\/schema\/person\/d43ad9b298e532dfb827ca094387b202\"},\"headline\":\"Tips for digital marketing in ecommerce during the \u2018cost of living crisis\u2019\",\"datePublished\":\"2022-06-15T11:39:29+00:00\",\"dateModified\":\"2025-06-23T15:25:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/\"},\"wordCount\":1336,\"publisher\":{\"@id\":\"https:\/\/www.nobraineragency.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Cost-of-living-crisis-marketing-blog-image.jpg\",\"keywords\":[\"ecommerce\"],\"articleSection\":[\"Content\",\"Digital PR\",\"SEO\",\"Social\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/\",\"url\":\"https:\/\/www.nobraineragency.com\/seo\/tips-ecommerce-during-cost-of-living-crisis\/\",\"name\":\"Tips for digital marketing in ecommerce during the \u2018cost of living crisis\u2019 - 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