Specialist endurance sport digital agency HackGrowth is re-branding to Amos Digital Marketing. The change will allow the endurance focused digital marketing agency to ‘connect more with its core customers, and allow ownership to focus resources on more specific projects.’
Along with the rebrand, Amos Digital has released some data around recent trends within online search. The company notes that buying trends among endurance sport consumers have been shifting notably towards direct-to-consumer (D2C).
It goes on to argue that ‘now is the time to ensure your brand’s digital presence is optimized.’
Amos Digital reports that:
- Google searches for terms such as ‘road bike’ (+105%), ‘running shoes’ (+22%) and ‘hydration’ (+10%) are all up significantly since the onset of Covid-19.
- Gravel, off-road, and adventure type terms are up 250% when related to an endurance sport context.
Amos Digital founder and CEO Kevin Monahan said, “The increase in endurance sport related search has been significant this year. Covid-19 has undoubtedly triggered a surge in interest in sport, the outdoors, and health & wellbeing.
“In parallel, we see that buying trends are moving towards online and D2C. The stay-at-home consumer has shifted seamlessly to an augmented online shopping experience.”
He added, “Consumers were forced to purchase some products online early in the pandemic. While we have witnessed some search and purchasing traffic decrease from the highs of March and April – year-on-year we have seen a retention of around 18-26% of ‘new online buyers’.
“Alongside established online shoppers, these new, and increasingly savvy consumers, have become dependent on online purchasing for core and aspirational products. They have migrated to online retail with ease, and they are also increasingly purchasing directly from brand’s own websites, or via social media such as Instagram.”
Amos Digital argues that ‘understanding these consumers and adapting to their online purchasing requirements is now crucial. Only brands that are optimised in areas such as funnel marketing, website usability, and athlete targeting are primed to gain share.’
The company points to a number of core questions that brands should consider as they strive to grab market share in a turbulent and highly competitive online space:
- How do customers find our website?
- What are the pros and cons between Shopify vs WooCommerce/Wordpress?
- What is our cart conversion rate?
- How do we re-engage cart abandons?
- What is the cadence on our e-mail database(s)?
Amos Digital argues that an understanding of these questions puts a brand on the path to optimizing and maximizing online sales. It offers a consultation with brands to explore these areas. The company has recently worked with endurance sport firms such as USA Endurance Events, Base Performance nutrition and American Bicycle Group (ABG), among others.
