How to Drive Brand Awareness Online in the New Year

2017 is going to be a huge year for eCommerce shops.  Now that you’ve successfully implemented a marketing calendar to serve as a road map for the upcoming months, the job is now to activate compelling campaigns and strategies surrounding those dates and get new customers to your store.

So, how do small to mid-sized businesses create brand awareness with so much noise online?  The answer is not always the simplest as online marketing and advertising is a holistic pursuit in which eCommerce stores must rely on a variety of resources to get the job done.  With that said, it couldn’t be a more exciting time to be an online retailer as more and more consumers are making purchases online.  In fact, experts are predicting that eCommerce revenue will surpass $2 trillion (in a 12 month period) in the next few years.  

Here are a few suggestions on how to drive brand awareness online in the New Year!

1.  Pretarget Display Advertising

The prospecting section of the marketing funnel is crucial to every businesses as without a steady stream of new customers, conversion and retention will ultimately suffer. Pollen is a great example of an app that combines tightly targeted buying intent data, with the lower cost of a display network, in turn, generating an increase of customers to the website.

2.  Video Ads

As we close the books on 2016, it is expected that as much as $5.4 billion was spent on video advertisements, making up 35% of the total online advertising spend!  Preroll video ads (ads that appear before ABC, NBC, and Hulu content) are a great way to get in front of customers as that particular user is under heightened attention.  64% of users are more likely to make a purchase after watching a video ad.  

3.  Social Media

Social Media has a huge audience.  Ensure that you’re keeping your customer base engaged and making it easy for new searches to find your brand.  (Hashtags are your friend).  

4.  Content Marketing

For eCommerce businesses, content marketing most often comes in the form of blogging.  Small to mid-sized businesses looking to boost their SEO and improve lead generation need to blog, and blog frequently.  Businesses that blog receive 126% more lead growth than businesses that do not.

5.  Review Ad Quality and A/B Test

Having a sharp looking advertisement is the key to getting customers to click on the ad and be brought to your page.  Review display ad best practices and optimize your campaigns by A/B testing.  


In conclusion, generating brand awareness online should be the first priority for any small to mid-sized online retailer.  By examining the tools and strategies above, you’ll be on your way to driving increased traffic for your site and thus selling more this year!

Any other tips?  Feel free to comment below.