Paid Media & Marketing in the Home and Garden Sector [Free Download]

Last updated: July 10, 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.

Read Aaron's bio here

In an ever-evolving digital media landscape, paid media advertising is demanding a greater share of marketing budgets in the UK home and garden sector.

With a low barrier to entry, paid media advertising remains popular due to its effectiveness in targeting audiences, its scalability and its ability to drive website traffic to deliver fast, measurable results.

Download now: home and garden sector paid media and marketing report.

Home and garden brands need to invest in new and innovative ways to connect with their audience, while maximising their budget. Fortunately, while marketing spend is under pressure, paid ads continue to gain attention.

In 2022, paid search advertising spending amounted to $185.35bn worldwide* (*Statista) and by the end of 2024, the global spend on paid social media ads is expected to reach $227.2bn** – a fifth (21.8%) of total global ad spend. (**WARC).

The results are clear; whether you are a start-up using paid media to compensate for slower SEO results, or you are supporting a more mature brand and trying to boost seasonal revenue, if you want to sell more home or garden products, you need to invest in paid media advertising.

That is why we have created The Evergreen Agency’s home and garden sector paid media and marketing report as a free resource for brands that need help with their paid media and marketing.

You can download it here

Consider it your essential guide for refining your home and garden digital marketing strategy.

It is the most comprehensive report we have ever put together to provide in-depth analysis covering trends, predictions and insights into paid search and paid social advertising in this sector.

We have outlined the key drivers influencing consumer behaviour, highlighted some of the latest trends in digital marketing and their impact on marketing strategies and consumer engagement.

And more importantly we provide a step by step guide for how to optimise the performance of your paid media strategy to boost growth and increase revenue over the next 12 months.

From the continued surge in short form video content to the innovative uses of AI in ad targeting and the evolution of major social platforms, we’ll explore key areas that are shaping the future of paid media and how you can use it to boost your growth and sales.

Key market drivers – understanding the bigger picture

The UK home and garden sector is a dynamic marketplace that is influenced by a myriad of forces, dictated by consumer tastes, industry dynamics, and economic variables.

The COVID pandemic and its ongoing legacy has had a significant impact, first as lockdowns led to a ‘race for space’ as homebuyers sought new locations where they could ‘work from home’ but also to greater investment on improving and reimagining indoor and outdoor spaces to accommodate new ways of living.

This hiatus however, has been tempered somewhat by the subsequent cost of living crisis that has restricted many household budgets to the bare essentials.

Despite these challenges, the home and garden sectors have emerged as one of the best-performing non-essential retail categories.

And, as more – particularly younger consumers– resign themselves to their fate as long term renters, this previously unfavourable audience might now offer more opportunities for the right brands.

Personalisation and customisation are becoming increasingly important, with consumers looking for unique pieces that reflect their personal style and meet specific needs.

While millennials tend to prioritise functionality, sustainability, and affordability when making purchasing decisions, which means that retailers who can offer innovative, eco-friendly, and cost-effective products are likely to succeed in this segment of the market.

This means that brands that are able to leverage their customer data to create highly targeted cross-platform campaigns can speak directly to the consumer in a way they are receptive to.

Digital marketing trends

Here are some of the key trends and predictions set to reshape data-driven marketing this year:

  • Generative AI: From Automation to Intelligent Thinking: Combining the power of AI with a well-planned paid advertising strategy will see better results in 2024
  • Hyper-Personalisation: We are now entering a phase of hyper-personalisation, where every touchpoint needs to be tailored to the individual customer
  • Customer -Centric approach: Put the customer at the centre of all of your marketing activities and you will see greater success
  • Omni-channel approach: Online sales revenues continue to grow, however, the brands that will have most success are those that are able to create seamless, omni-channel experiences, which blend an on-line presence with a physical experience
  • Customer retention v customer acquisition: Given the increasing costs of customer acquisition, we are already seeing that customer loyalty and retention is a massive focus for home and garden brands in 2024
  • Sustainability in focus: Environmental considerations are increasingly influencing consumer choices, especially among younger shoppers across all sectors
  • Authenticity and transparency: Consumers want a relationship with brands they feel connected to and can trust.

For key insights and useful benchmarks to help you shape your paid media strategy, download the report now:

Understanding the paid media landscape

The shift from ‘paid search’ to ‘paid social’ cannot be ignored. Driven by recent growth of social media channels as search engines, and the emergence of social selling, which allows brands to capitalise on impulse in-app purchases, the move from search to social is gathering pace.

But there are other trends that marketers investing in paid media advertising should also be aware of:

  • AI in PPC ad creation: It will be of no surprise to learn that AI and automation are now featuring heavily in the creation of Paid Ads on Google and other platforms.
  • Using video in search ads: The growth in own brand or UGC video on platforms like TikTok, Instagram and YouTube represents  a new opportunity for brands to inform, entertain and engage – all the way through to a sale.
  • Social media PPC ads: Driven by the major platform’s evolution to meet a wider range of consumer needs, presents new opportunities for brands to leverage them for sales and marketing purposes

Paid search v paid social

This should no longer be an either, or, but an and!

Paid search at the top of the buyer funnel can  be used for generating brand awareness but also creating sales, from high search intent in a couple of clicks. But sometimes, a browsing audience doesn’t convert – and this is where paid social media advertising on various platforms can be so effective.

Social media advertising is great for what we term interruption marketing; your audience isn’t necessarily looking for a product or isn’t ready to buy, but they are open to suggestions!

The home and garden growth marketing playbook

What is becoming more obvious to brands in this sector is that customer acquisition is getting harder and more expensive.

Therefore brands should focus much of their paid media spend and marketing efforts on customer retention and increasing the lifetime value (LTV) of a customer.

Paid media strategies should begin with campaigns at the top of the funnel to improve brand awareness but also attack buyers mid-funnel using paid social media advertising to keep them engaged for longer.

Home and garden purchases can also be very personal and in the case of big ticket items highly aspirational, so a lot of effort should be made to improve the visual content, and campaign messaging, backed up by a seamless journey across multiple touch points.

Whether the consumer is on-line or instore, the experience should be the same.

Grow with Evergreen

To capture market share in this competitive space marketers have to respond to some of the greatest changes in history.

The future of data-driven marketing is not just about collecting more data; it’s about using it smarter. AI-powered insights, hyper-personalisation, and a laser focus on customer experience will define success in 2024 and beyond.

An explosion of pay to play platforms means there are so many more ways to reach an audience with clear targeted messaging but it can be expensive if it goes wrong.

By embracing these trends and utilising the paid media formats that are generating more engagement home and garden brands can unlock the full potential of their customer data and forge deeper, more meaningful connections with their customers.

We can show you how.

Download the Home and garden paid media & marketing report

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