Designing a digital marketing or e-commerce strategy involves keeping an eye on the latest digital innovations, new technological solutions and changing consumer behavior.
This step allows you to have the key information to build your future action plan and effective advertising experiences that will allow your business to evolve.
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Channable, a feed management and SEA automation solution, interviewed fourteen digital marketing and e-commerce specialists to obtain their insights on these topics. One objective: to identify the major dynamics to come in these sectors in order to build effective advertising campaigns.
The SEA will undergo major changes
For the experts interviewed, there is no doubt: in the years to come, Search Engine Advertising (SEA) will remain an essential component of a marketing strategy. Indeed, the ebook reveals that advertising spending on the Internet will continue to grow. Those for search, which consists of displaying paid ads on Google’s search pages, should approach the $200 million mark. Those related to display, which allows advertisements to be broadcast via all the partners of the Google display network (applications, websites, videos, etc.) would exceed 300 million dollars.
” The SEA will continue to be present thanks to voice searches, regardless of the 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 marketing agency SavvyRevenue, there is no doubt: auctions should also become smarter systems. “ 80% of SEA managers have trouble managing auctions. It is therefore obvious that Google will be able to achieve better results at this level, while increasing competition, especially CPC and revenue from key auctions. “, he explains. By obtaining this white paper, you will also discover the point of view of Dirk Melief, Digital & Data Marketing Director of the digital agency Artefact. It details the benefits of smart auction systems.
The role of keywords, which are an integral part of SEA, should in turn be redrawn. For Valentin Quelard Chief Operating Officer at Qwamplify, an agency specializing in digital acquisition strategy, they are no longer a determining element of Google Ads campaigns. For advertisers, the goal is to rethink their customer approach by going beyond the keyword.
This ebook will also allow you to learn more about the advantages of a flow management solution. It allows you to automate some daunting tasks, but necessary to create an effective SEA strategy. Scott Beveridge, Founder of the digital marketing agency ClickBoost, explains how these types of tools allow you to use your time intelligently and benefit from better results in order to optimize the return on investment (ROI) of your advertising spend.
Marketplaces will gain in popularity
In recent years, marketplaces have made a place for themselves in the digital purchasing journey of consumers, but also of professionals. This momentum is expected to continue over the next few years: as the white paper reveals, online sales on marketplaces could reach $8.8 trillion by 2025.
For the specialists interviewed, the popularity of marketplaces is explained in particular by the visibility they offer. ” They can play an important role both in terms of notoriety (by making it possible to reach new markets) and in terms of service (by increasing brand loyalty by focusing on levels of service that are difficult to reproduce on an e- direct trade) », explains Alvise Corba, Senior Advertising Manager at Filoblu, an international on & offline strategy consulting firm.
For these reasons, marketplaces are highly acclaimed by brands wishing to explore new options to promote their products. They are also used as advertising platforms because of the personalization possibilities they are beginning to introduce. ” To expand the product offer and make it more qualitative (in terms of content), it will become essential to allow brands to fully express themselves says Johann Lucas, Business Developer at Feed Manager, a solution that helps e-merchants control their costs. To learn more about ongoing innovations in marketplaces, be sure to download this whitepaper.
Henry Mäkelä, Co-Founder of Bluebird, the agency specializing in data-driven marketing, also reveals the crucial role of dynamic pricing for merchants and marketplaces.
This ebook 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. For expert insights on all the big trends and their secrets to building an impactful advertising campaign, download Channable’s white paper.