Big changes are coming for home, garden and lifestyle brands

Last updated: June 6, 2024

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

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In today’s fast-paced digital world, the marketing landscape for home, garden, and lifestyle brands is undergoing significant transformations.

As experts in the field, we’ve witnessed firsthand the evolving demands and trends that are reshaping the way these brands approach their digital strategies.

Buckle up, because we’re about to take you on a whirlwind tour of the changes happening within this dynamic sector.

The SEO evolution

Search engine optimisation (SEO) has been a cornerstone of digital marketing for years, but the game has changed. Many brands are now bringing SEO efforts in-house, leveraging platforms like Shopify that simplify technical SEO.

The focus has shifted from a pure execution standpoint to a more strategic, consultative approach. Brands seek guidance on digital strategy, leaving the implementation to their internal teams or developers.

The creative imperative

As the cost of acquiring customers rises and attention spans dwindle, the demand for compelling creative content has skyrocketed.

Brands recognise the need to cut through the noise and stand out from the competition. Conversations about creative, from polished videos to rough-around-the-edges user-generated content, have taken center stage.

The mantra is “Market, Message, Media” – identify your audience, craft your message, and then package it creatively for maximum impact.

Specialisation in paid media

While the barrier to entry for paid media has lowered, brands are realising the importance of specialised expertise. Generalist approaches often yield suboptimal results.

Brands are seeking platform-specific experts who can master the intricacies of channels like Google Ads and Meta, optimising campaigns for maximum return on investment. The days of a “jack-of-all-trades” paid media agency are waning.

The rise of video (Brucey Bonus!)

Video content is no longer a nice-to-have; it’s a necessity. Brands within the home, garden, and lifestyle sectors are embracing video like never before.

From capturing behind-the-scenes glimpses to showcasing product deliveries, video allows brands to connect with their audiences authentically. The barrier to entry has lowered, making video production more accessible and compelling brands to dive in.

As digital marketing continues to evolve, the demands of home, garden, and lifestyle brands are shifting. SEO has transitioned to a strategic consultancy model, creative content is paramount for capturing attention, paid media requires platform-specific experts, and video is becoming an essential component of the marketing mix.

Agility and adaptability are crucial for agencies like ours to stay ahead of the curve and meet the changing needs of our clients. We’re excited to navigate these transformations alongside the brands we serve, helping them thrive in this dynamic digital landscape.


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