digital marketing trends in e-commerce!

When developing a digital marketing or e-commerce strategy, it is important to keep in mind the latest digital innovations, new technological solutions and changing consumer behavior.

This step provides important information to create your future plan of action and effective advertising experiences that will help your business to move forward.

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Channable, a feed management and SEA automation solution, surveyed fourteen digital marketers and ecommerce professionals to get their insights on these topics. One goal: to identify the great dynamics that will come in these sectors in order to build effective advertising campaigns.


The SUP is undergoing major changes

For the experts interviewed, there is no doubt: search engine advertising (SEA) will remain an essential part of a marketing strategy in the years to come. In fact, the eBook shows that Internet advertising spending will continue to grow. Those for search, which consists of showing paid ads on Google’s search pages, should be approaching the $200 million mark. The ads related to the airing of ads across all Google Display Network partners (applications, websites, videos, etc.) would exceed $300 million.

Internet advertising expenditure worldwide from 2007 to 2024 (in million dollars): increase

Almost instinctively, consumers turn to the Internet to make their purchases. Diagram: Channable.

Thanks to voice search, SEA will continue to be present no matter what devices we interact with (smart TVs, smartphones, cars or even home security, among others). ‘ explains Elena Ferreras, Paid Manager at Wink, a digital agency. Artificial intelligence, machine learning, data from search, display and video ads will also be necessary elements to anticipate consumer needs and offer them personalized and more relevant ads.

For Andrew Lolk, founder of the marketing agency SavvyRevenue, one thing is certain: auctions should also become smarter. “ 80% of SEA managers have problems managing auctions. It is therefore evident that Google can achieve better results at this level while increasing competition, especially CPC and revenue from key auctions. “, he explains. By purchasing this whitepaper, you will also get the perspective of Dirk Melief, Digital & Data Marketing Director of the digital agency Artefact. It describes the advantages of intelligent auction systems.

In turn, the role of keywords, which are an integral part of SEA, should be redefined. For Valentin Quelard, Chief Operating Officer at Qwamplify, an agency specializing in digital acquisition strategy, they are no longer a defining element of Google Ads campaigns. For advertisers, the goal is to rethink how they target customers by going beyond the keyword.

This e-book also allows you to learn more about the benefits of a flow management solution. It allows you to automate some daunting but necessary tasks to create an effective SEA strategy. Scott Beveridge, founder of digital marketing agency ClickBoost, explains how such tools can help you use your time wisely and benefit from better results to optimize the return on investment (ROI) of your advertising spend.


Marketplaces will increase in popularity

In recent years, marketplaces have established themselves in the digital shopping journey of consumers, but also of professionals. This momentum is expected to continue in the coming years: as the white paper shows, online sales on marketplaces could reach $8.8 trillion by 2025.

B2C and B2B online sales via marketplaces from 2019 to 2025: increase

Marketplaces will continue to grow in the coming years. Diagram: Channable.

Among the professionals surveyed, the popularity of marketplaces can be explained in particular by the visibility they offer. ” They can play an important role both in terms of awareness (by opening up new markets) and in terms of service (increasing brand loyalty by focusing on service levels that are difficult to replicate in an e-direct trade). », explains Alvise Corba, Senior Advertising Manager at Filoblu, an international online and offline strategy consultancy.

For these reasons, marketplaces are highly praised by brands looking to explore new ways to promote their products. They are also used as advertising platforms due to the beginning possibilities for personalization. ” In order to expand the product range and make it more qualitative (in terms of content), it is essential to enable brands to develop fully says Johann Lucas, business developer at Feed Manager, a solution that helps e-merchants control their costs. Download this white paper to learn more about ongoing marketplace innovations.

Henry Mäkelä, co-founder of Bluebird, the agency specializing in data-driven marketing, also highlights the critical role of dynamic pricing for merchants and marketplaces.

This e-book also allows you to learn more about the current state of e-commerce, as well as the rise of social commerce in the years to come. Download Channable’s whitepaper for expert insight into all the big trends and their secrets to building an effective advertising campaign.


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