Future of e-Commerce and Digital Marketing [2022 - 2025]:
Want to be prepared for the future? – Every advertiser who wants to survive in today’s competitive environment is in pursuit of one thing – reaching customers at the right time, on the right channel, with the right message. Then, how do you create impactful ad campaigns?
Learn tried and tested advice from these key marketing leaders in e-Commerce and Digital Marketing.
The Channable’s e-book or report has gathered all the key insights from 14 marketing leaders to help you make better decisions and create a winning online marketing strategy.
Read on to get ideas on future developments in the digital marketing space and what's important to keep a close eye on that makes it relevant to your business or brand.
The key insights that I personally believe are [significant to you] are shared here after reading the entire Channable e-Book; if you feel the need to do so, you may view the report at the conclusion of this blog post and be prepared for the future.
Here are the [16 Key Insights] from e-Commerce
and Digital Marketing Trends for [2022-2025]:
Part 1 – The State of e-Commerce:
1. Continuously testing your omnichannel strategy:
Collecting various marketing channels and determining the value of a channel makes an omnichannel strategy successful by using first-party CRM data and measuring and valuing conversions.
“Despite the fact that Google has made it easy for retailers with pMax to set up an omnichannel campaign in one go, I don’t think all retailers will have fully mastered this by 2025” - Ricardo Riemslag, PPC Director, Dentsu.
2. Mobile experiences will become more popular:
“We know that the shopping experience is a high value for users and we want them to be satisfied during the conversion process and make it optimal and accessible for any device” - Antonio Vazquez, DCO Specialist, Arena Media.
3. A focus on personalization at a very granular level:
By adding first-party data as an extra layer to the campaigns, you can target your audience very specifically with super-relevant ads.
“With all the issues surrounding cookie storage, it’s becoming increasingly difficult to continue targeting locally and contextually – I see this as an opportunity to be and remain distinctive” - Ricardo Riemslag, PPC Director, Dentsu.
“For any digital agency, personalization is one of the main challenges and an increasingly desired goal. User information in real-time is a primary factor in achieving this highly accurate and constantly evolving data” - Antonio Vazquez, DCO Specialist, Arena Media.
4. Social channels will overpass the physical shopping experience through Augmented Reality (AR):
You need specific skills to design AR experiences, which creates challenges for creative and tech teams.
“AR will be increasingly used, especially in certain verticals of online retail like home interior, fashion, and beauty where the use cases are quite obvious from a creative and UX perspective” - Henry Mäkelä, Co-Founder, Bluebird.
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Part 2 - Navigating the PPC world:
5. Personalization will be at the center stage of campaigns:
We’re going to move into a territory where automation, machine learning, and artificial intelligence will prevail over the rest, putting the user at the center of the strategy, and seeking maximum personalization in ads.
“Paid Search will continue to be present thanks to voice searches, regardless of the devices with which we interact whether it’s smart TVs, smartphones, cars, home security, etc. This is going to be the main focus for Google Ads without forgetting the personalization and the visual part of the ads” - Elena Ferreras, Paid Media Manager, Wink
“Signals and data from Search, Display, and Video promotions are combined and provide insights for the future needs and interests you can anticipate using Artificial Intelligence and Machine Learning” - Dirk Melief, Director Digital & Data Marketing, Artefact
6. Leveraging Smart Bidding optimization to drive results:
As Google works towards adding more user input into Smart Bidding (CPCs, data exclusion, seasonal bid adjustments, new customer acquisition rules, and general value rules), the old-fashioned way of setting bids per keyword/product level will go away.
“We will see a world in the not so distant future where you can’t set manual bids as we know them today” - Andrew Lolk, Founder, SavvyRevenue
“Google Ads - Creation; continue to test and optimize the copy, images, and videos.” - Dirk Melief, Director of Digital & Data Marketing, Artefact
7. Scaling your efforts with feed management:
“Using solutions like Channable for feed management, we can make feed optimizations once, and benefit from those improvements across all platforms (whether it’s Google, Criteo, Amazon, Facebook Ads, etc) which is not just a smart use of time, but it helps deliver better results and improve return on ad spend.”- Scott Beveridge, Founder, ClickBoost
8. Becoming more customer-centric through keywords that match the search intent:
“Google latest move with removing Broad Match Modifier was a good one as it simplified the match type management. I believe they will focus on taking equivalent steps to simplifying the platform further without removing the ability to do basic keyword management” - Andrew Lolk, Founder, SavvyRevenue
9. Adopting a customer approach by going beyond the keyword:
“I don’t think that keywords will disappear completely, but what is certain is that it’s no longer a determining element of Google Ads campaigns. With the deployment of Performance Max campaigns, a considerable part of search campaigns will disappear.” - Valentin Quelard, Chief Operating Officer, Qwamplify
Part 3 - Staying connected on marketplaces:
10. A focus on more specialized marketplaces:
In Europe, we’ll see more specialized marketplaces per sector. Some examples are Zalando and Asos, popular retailers for clothing.
On the other hand, Amazon will continue to set the standard in the markets in which it’s established, but in those where they’re not, eBay continues to have an interesting market share.
Manomano is including new categories in the marketplace and is also becoming an interesting channel for certain categories. Finally, we shouldn’t forget those who compete with giants such as Bol.com in The Netherlands or Allegro in Poland.
“General marketplaces will continue to be the main option for the general public but specialized ones will be the client’s objective if they’re looking for a deeper level of information” - Rafael Lojo, Operations Manager, Tandem Up.
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11. Increased visibility through marketplaces:
I wouldn’t be surprised if the big marketplaces forcefully entered the offline market – Amazon is already taking its first steps with Amazon Go and Amazon Style.
“Marketplaces are having a major impact on companies’ business model” - Alvise Corba, Senior Advertising Manager, Filoblu
“Marketplaces as advertising platforms are becoming more common for brands that want to explore new options of product communication, offering more attractive and personalized product ads” - Rafael Lojo, Operations Manager, Tandem Up.
“Competition is getting tougher and standing out through advertising will become essential for brands but also for marketplaces if they want to develop” - Johann Lucas, Business Developer, Feed Manager
12. Dynamic Ads will be the norm to enable scalability:
“I strongly believe Dynamic Ads is already a requirement for many advertisers. If you aren’t already leveraging this, you are lagging behind as these formats enable scalability and relevancy that the static variants just can’t achieve in most cases” - Henry Mäkelä, Co-Founder, Bluebird.
Part 4 - The rise of social commerce:
The current $492 billion global social commerce industry is expected to grow three times as fast as traditional ecommerce to $1.2 trillion by 2025.
Growth is predicted to be driven primarily by Gen Z and Millennial social media users, accounting for 62% of global social commerce spend by 2025.
Today, 10% of all e-commerce spend is done via social commerce. By 2025, this number will reach 17%.
The social commerce opportunity will nearly triple by 2025.
[Source – Accenture]
13. Creatives will play an important role in feed-based campaigns:
“Using this approach, we were able to significantly scale the performance of Facebook and Instagram Ads for Rhomberg Jewelry” - Roman Braun, Team Lead Digital Advertising, dreifive
14. Creating engaging experiences for your audience:
Why are people checking out Instagram? Why are they searching on Pinterest? When you make the connection with the consumer, you will build a meaningful relationship.
“It all starts with being relevant for the customer. Don’t just send out your message, but be part of the culture around the social platform” - Timo Fleer, Chief Innovation Officer, ZEO.
15. Leveraging social media channels for feedback:
In the age of Web 3.0, user behavior is changing dramatically. Social networks must provide tools to take advertisers along in this development.
“Short paths to conversion are essential. In our view, it’s important to drive forward the all-encompassing integration of the store into the social network” - Roman Braun, Team Lead Digital Advertising, dreifive
“There is a big advantage for social commerce on the direct feedback you will get from customers. You will definitely hear feedback from clients when they don’t like your products” - Timo Fleer, Chief Innovation Officer, ZEO.
16. Personal data will become stricter:
“The regulation of personal data is becoming increasingly strict. With the announced end of third-party cookies for 2023, you might think that the future of sponsored campaigns is compromised” - Matthieu Baldeck, Co-Founder, Stride-up.
There is no turning back now as the way you engage and communicate with your audience through online advertising which will undergo enormous changes in the next years.
In this constantly changing environment, it will be essential to your processes that you pick the appropriate tools to assist you in properly targeting your audience, generating results, and making it simpler to produce engaging ad experiences.
Finally, it is my hope that these insights might be useful for you to make better decisions and create a winning online marketing and advertising strategy, and be prepared for the future.
If you would like to read the complete report [35 pages] on ‘Key trends in e-commerce and digital marketing for 2022-2025’, you may do so.
By the way, want to read [63 Key Insights and Stats]
P.S: Visit Digital Marketing Forum that answers [most un-answered] questions.
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