Today, shoppers find and engage with brands at speed, across a number of channels. Forget the linear funnels, brands need to build marketing strategies to engage with shoppers, be present, and be discoverable.
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I'm Michael Farr, I have over 15 years' experience working with global brands, and I have managed over £500M+ in marketing budgets across 30 different markets. One thing that has always been consistent throughout my career is that a clear marketing strategy is central to the growth of your business.
I set up Michael Farr Freelance in Birmingham to help businesses to simplify marketing strategy, and focus their time and effort where it counts.
mff marketing provides training, ongoing strategy and campaign activation for ambitious brands.
"We're thrilled to partner with mff marketing to help more brands show up in AI search results."
CEO & Co-Founder
OtterlyAI
"mff marketing has been invaluable in getting our campaigns off the ground. Mike is clear and efficient, and he works hard to maximise results within our budget."
Owner
eCommerce Business
"Mike helped us navigate a number of online marketplaces, providing guidance on content requirements, troubleshooting and researching our category."
Sales & Marketing Manager
National FMCG Retailer
The path for a user to discover your brand is no longer linear. Traditionally shoppers may see your brand on social media or print, watch a video on YouTube, then search for information in Google.
However, today, shoppers want to discover and act in the same channel, meaning your brand needs to be in the channels that your shoppers are.
| Traditional Marketing | Discovery Marketing | |
|---|---|---|
| Integration | Siloed Channels | Integrated Planning |
| Content Strategy | Channel-Led Content | Consistent Messaging |
| Path-To-Purchase | Linear Funnel | Discover & Purchase |
| User Behaviour | Slow, multi-touch engagement | Fast, collapsed path-to-purchase |
Artificial Intelligence, new channels and changing consumer behaviour require businesses to revise their marketing strategy.
Businesses can no longer rely on paying for visibility in search results. A content marketing strategy delivering Experience, Expertise, Authority and Trust is required.
We plan and activate performance marketing that drives measurable growth across the channels that matter to your customers.
Over a decade of experience delivering marketing strategy for global FMCG brands.
Background across AI implementation, search, social media and ecommerce channels.
Use of in-house and third party tools to optimise marketing performance.
AI-powered product category analysis that audits your listings versus top selling competitors and provides product category research at scale.
Get AI-assisted insights across thousands of competitor products including features, imagery and reviews.
Build your content marketing strategy based on customer reviews and imagery that converts.
Write SEO optimised blogs in minutes, instead of hours. Create consistent content that's optimised for LLMs and search engines.
Search marketing projects delivering results across ecommerce and D2C brands.
Search marketing strategy, category analysis and product listing optimisation for this artisan candle maker.
Search marketing strategy and content optimisation across Amazon, D2C and Google for the UK's leading natural wine retailer.
Paid search strategy, keyword research and sponsored product ads training for their in-house team.
Calling Birmingham's marketers, start-ups and business owners. Join marketers and business owners in Birmingham to discuss digital marketing strategy, share success stories and enjoy drinks in the Second City.
Get InvolvedGet support with a range of marketing strategy and activation services, from building a marketing plan and identifying uses for AI within your business to activating campaigns through search marketing, social media, display networks and marketplaces.
Birmingham based mff marketing offers digital marketing strategy and activation services to brands across the UK.
mff marketing provides an:
Yes, Marketing Monday runs in the Jewellery Quarter in Birmingham. Stay tuned on Eventbrite and MeetUp for the latest dates.
As user search behaviour changes, and shoppers utilise conversational search to get the best product recommendation, brands need to update content to remain discoverable.
ChatGPT uses info from a brand's website and across the web to inform the product suggestion.
A strong SEO strategy, focussed on high volume keywords, plus content to answer common questions regarding delivery, reviews & benefits of the product (not just features) is the best way to improve your chances of ranking in results.
As a starting point:
The digital shelf is the virtual equivalent of a physical storefront. It's where potential buyers interact with your products online, whether they're purchasing directly from your website or on a marketplace. Your Digital Shelf is often referred to as a product display page (PDP).
Conversational commerce is an emerging way that users can search for products, through interactions with chatbots and voice assistants. It's estimated that 1 in 10 searches on Amazon utilise the Rufus AI shopping agent.
In contrast to traditional search, where a shopper types a keyword and sees a list of products related to their search term, conversational commerce provides more personalised product recommendations based on an interaction with a chatbot to determine preferences such as, budget, size, colour, product use and more.
Conversational Commerce is a growing area of search marketing, with many search engines such as Amazon and ChatGPT now offering this style of product search to consumers. Brands need to ensure their product content is optimised to appear in these recommendations.
Amazon Rufus is an AI assistant providing personalised shopping recommendations. It utilises AI and machine learning algorithms to deliver customised product suggestions based on a conversation to determine a shopper's preferences, product use case and more.
Rufus gathers data from a variety of sources, including product catalogue, user reviews, and external websites.
As more shoppers use Rufus to search for products, brands needs to ensure content not only contains high volume search terms, but also key USPs and demonstrate their product value to remain discoverable through AI-agents.
Ready to discuss your marketing strategy? Drop a message to get in touch.
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