5 ways to future-proof your digital strategy for home, garden and lifestyle brands

Last updated: June 24, 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 rapidly evolving digital landscape, it’s crucial for home, garden, and lifestyle brands to think ahead and future-proof their digital strategies. Based on our experience working with numerous brands in this space, here are five key areas to focus on:

Master Seasonality

Seasonality plays a huge role for home and garden brands. To truly leverage seasonal trends:

  • Start planning for your peak season immediately after the current one ends
  • Analyze historical data to understand performance patterns
  • Identify top-performing campaigns, creatives, and products
  • Adjust budgets to allocate more resources during peak periods
  • Stay aware of shifting trends – peak seasons may be starting earlier or later than in previous years

Prioritise Customer Data Collection

Your website is the only digital asset you truly own. Make the most of it by:

  • Implementing creative ways to capture visitor data (email signups, pop-ups, etc.)
  • Incentivising data sharing with discounts or exclusive offers
  • Following up to gather additional information once you have initial contact

Be Inventive with Your Approach

Stand out from the crowd by:

  • Pushing creative boundaries in your campaigns
  • Trying unexpected tactics that may be uncommon in your industry
  • Using video and diverse content types to capture attention

Build Authority (Both Brand and Personal)

Position your brand as the go-to expert in your niche:

  • Use your website to showcase expertise beyond just product listings
  • Create valuable, informative content that solves customer problems
  • Develop personal brands for key team members to complement the overall brand authority

Ensure Sustainability Across Channels

Avoid over-reliance on any single marketing channel:

  • Aim for a balanced mix of paid, owned, earned, and nurtured traffic sources
  • Adjust your channel mix as your brand grows and evolves
  • Set benchmarks (e.g., 25% from each major category) to guide your strategy

By focusing on these five areas, home, garden, and lifestyle brands can build a robust digital presence that will serve them well into the future. Remember, future-proofing is an ongoing process – stay agile and be prepared to adapt as the digital landscape continues to change.

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