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Consumers drive the economy and determine the industries that thrive. In particular, these consumers are likely to spend on furniture, appliances, and other home furnishings and decor that make their living spaces more comfortable. U.S. consumers shell out a hefty amount on these major categories — and that’s not even including home electronics. Despite a high level of spending, there could be troubled waters ahead as the percentage of U.S. homeowners planning to purchase furniture has fallen for the third year in a row and has dipped below 10% of that consumer market. Keep reading for a closer look at the current trends, challenges, and opportunities we’re seeing for digital marketers in the furniture industry. 2023’s Trends for the Furniture Industry Currently, the furniture industry is experiencing a slowdown in overall spending overall. This slide began in September 2022 and continues now due to stresses in the economy and on individual households. In 2022, the average household spend was largely elevated thanks to increased demand and revenge shopping (the need to spend more to make up for lost time after being unable to spend due to causes like the pandemic). Per-household spend was also skewed as a result of inventory problems, elevated costs, and shipping issues. Here’s what we’re seeing so far in stores across the country: Spending at furniture stores is up 1% (in contrast to a 26% increase in 2021) Spending in appliance stores is down 3% (compared to a 17% increase in 2021) There’s always hearty competition in this industry as well since there’s a high level of shared shoppers between furniture retailers. The shared shoppers among stores mean there is an average conversion rate of just over 50%. Despite how people have traditionally purchased furniture — visiting a major department store or specialty furniture retailer and seeking items in person — not all furniture sales have to take place in-store. There’s a noticeable growth in the digital space, making ecommerce a viable option for many furniture retailers. In 2022, one in five furniture shoppers went online to look at products, and over half of those people went on to make their purchases online. Market Challenges in 2023 Despite furniture being something that everyone needs, there are challenges when you’re the one trying to sell furniture in this competitive market. First, there’s the fact that a large segment of buyers in the furniture market is home buyers. Within the first six months of changing addresses, the likelihood of purchasing furniture increases by nearly double and continues at that elevated likelihood for at least two years. While this sounds like it should be good news, a closer look shows that as of January 2022, the number of pre-existing home sales was in rapid decline, dropping by an estimated 38% by the end of the year. As people deal with tighter budgets and higher interest rates, you may also find a decline in demand and foot traffic in your retail locations. That, combined with declining spend per household, can have a significant (and negative) impact on your business. Additional challenges include: Reorganizing data segments and keeping them updated Leveraging value propositions to reach possible customers Growing sales in other core categories Mitigating the costs associated with high-LTV buyers who may repurchase in the future Fortunately, there are ways to respond to these challenges. In our case study, we show that data drives revenue growth. With a customized approach using closed-loop measurements, weekly analysis, and optimized digital media investments, our client saw its revenue grow. The results speak for themselves: they saw 39% more purchases in-store, 59% more revenue, and a 200% increase in ROAS in the mattress and bedding category. Opportunities for Furniture Retailers There are opportunities for furniture retailers who want to increase their sales and get a better return on investment, even when foot traffic and in-store purchases are down. Remember that ecommerce is still growing. Analyst research has shown that commercial channels may grow by two to three times compared to the core residential furniture industry. Essentially, you can take advantage of direct-to-consumer marketing and delivery in 2023. Increasing the amount you’re spending on digital advertising and moving advertising to social media, mobile devices, search engines, and streaming TV are all good options for getting your ads in front of the shoppers most likely to buy. By optimizing your digital media investments, you can see an improvement both in-store and online.

Digital Strategies for Furniture Retailers

Consumers drive the economy and determine the industries that thrive. In particular, these consumers are likely to spend on furniture, appliances, and other home furnishings and decor that make their living spaces more comfortable. U.S….

Understanding Sports Marketing in 2023

Understanding Sports Marketing in 2023

The state of sports marketing in 2023 is a unique blend. Live match-day experiences are regularly accompanied by what most now view as basic digital innovations, like mobile ticketing. Streaming platforms continue vying for the…

Social Networks and Advertising: How Is the Industry Changing?

Social Networks and Advertising: How Is the Industry Changing?

Social networks are great places to connect with your audience and build relationships to establish your brand identity, but not all social networks are made equal — especially in the current market. Case in point:…

Free Digital Marketing Campaign Audit

Auditing your digital marketing campaigns is an extremely valuable tool to assess what you’re doing right and identify where you’re missing the mark.
When was the last time you examined the metrics and how confident are you in the effectiveness of your current structure?

Marketing Trends in Ad Spending

Marketing Trends in Ad Spending

At first glance, rising inflation and a potential economic recession might make marketers nervous about the health of their ad budgets. Businesses tend to pull back on marketing efforts and divert funds to other operations…

Leveraging First-Party Data To Increase Enrollment

Leveraging First-Party Data To Increase Enrollment

Applying first-party targeting to digital campaigns provides colleges and universities with a reliable formula for using current students and alumni to drive future admissions. Every college and university has a goldmine of first-party data at…

Navigating an all-new UI takes practice, even with one designed to be as intuitive as Google’s newest analytics platform. Advertisers should continue to familiarize themselves with a few of Google’s key upgrades, both to the standard data analysis dashboards and campaign-building processes. In part I of our blog on navigating GA4’s new UI, we addressed how to plan for, build, and optimize custom events within the interface. Today we’ll examine Google “Events,” including best practices for keeping track of customer interactions and the present limitations of the events feature. Best Practices for Event Naming An event is Google’s umbrella term for any customer interaction with your brand online. GA4’s new event model allows advertisers to curate event tracking to granular user engagements that best represent their brand’s specific customer journey, from discovery all the way to product purchase and beyond. Each step your customers take closer to conversion can (and should) be traceable through an event, in order to identify potential weak links in a campaign’s performance and optimize ads post-launch. Unsurprisingly, the number of possible event types at your disposal is as vast as the number of businesses utilizing Google’s ad platform to extend their reach. Keeping each event distinct and organized will save your team headaches in the months ahead as you sift through incoming campaign data. Here are the keys to naming events in GA4: Event names must be unique within each event type. Event names should be descriptive and clear so that anyone looking at an event report can easily understand what the event is tracking. Event names are case sensitive — marketers should stick exclusively to lowercase letters and underscores instead of spaces and capitalization to avoid confusion (ex. use "add_to_cart" instead of "AddToCart" or "Add to Cart”). Event names should be concise and not exceed 40 characters in length. Event names can include up to 5 parameters, which can be used to provide additional context or information about the event. Parameter values should be strings or numbers, and should not contain any personally identifiable information. Follow these rules to ensure each of your events remains consistent and avoids crossing wires with other events. Modifying an Event GA4 makes modifying events fairly straightforward: Go to the GA4 property and click on "Events" in the left-hand menu. Find the event you want to modify and open its details page. On the details page, click "Edit" at the top of the page. Modify the event name or any other details as needed. Remember to hit "Save" Modifying an event in GA4 affects any and all data collected for that event — if you change the name or parameters of an event, the historical data associated with that event will be updated accordingly. For more major changes, it may be worth creating a new event instead of modifying an existing one. This way, historical data for the old event remains unaffected as your new event begins collecting fresh user data. Know Your Event’s Limits While GA4 allows up to 50 event parameters per event, only the first 25 parameters are available for use in reports. Similarly, the platform supports up to 50 custom metrics and dimensions per property, but only 10 of each can be used in a single report. Further technical limitations to GA4’s event tracking include data processing latency, which can extend up to 24 hours and prevent reports from reflecting real-time data, and a default data retention period of 14 months. Historical data may not be available beyond the retention period unless you regularly export it or use Google's BigQuery data warehouse. Thanks to GA4’s well-organized event types, you can gain greater visibility into the user journey across platforms. By utilizing event types, you can now see how well your campaigns are performing in a much more granular way. With well-organized, customized event types, you can stay up-to-date on consumer trends, discover new audiences for growth, and make sure your campaigns are reaching the right people for maximum impact.

Keys To Navigating GA4’s New UI (Part II)

Navigating an all-new UI takes practice, even with one designed to be as intuitive as Google’s newest analytics platform. Advertisers should continue to familiarize themselves with a few of Google’s key upgrades, both to the…

Kudos from our Clients

Our partnership with Adtaxi has been just that—a partnership. From the very first strategy session, Adtaxi sought to understand our unique position in the nonprofit world and went to great lengths to craft a digital marketing plan that felt natural for our organization. As a result of them spending time learning our organization, our audiences, and our goals, we have seen extraordinary results from our work together. I greatly appreciated how Adtaxi manages our partnership.

International Nonprofit Organization

Adtaxi has been a great agency extension and partner for our digital media advertising needs. The team is personable, responsive, effective, and have been an integral contributor in our client campaign successes.

Communications Agency

As an advertising coordinator for an NFL team, it is not uncommon to have many projects going on at once. Fortunately, we partner with Adtaxi for all our digital marketing efforts, and Adtaxi over delivers regardless of the specific goals of each project. The team has been great to deal with, they execute, they are flexible, and they never fail to deliver real results time after time.

NFL Team

I've been working with Adtaxi for 3 years, and I've seen excellent results on our digital marketing campaigns. The communication with them is A+ and always prompt when you want to make a campaign/ad change or set up a meeting. I speak with them weekly, and it's a phone call that I enjoy having during my very busy work day.

Dental Organization

My team at Adtaxi has never let me down. They are innovative and forward-thinking, and help my company maneuver through all the digital marketing avenues there are to create awareness and ultimately conversions to increase our bottom line.

Auto Parts Retailer

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