Designing a digital marketing or e-commerce strategy involves keeping an eye on the latest digital innovations, new technological solutions and changes in consumer behavior.
This step provides important information for creating your future action plan and effective advertising experiences that will help your business evolve.
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Channable, a feed management and SEA automation solution, surveyed fourteen digital marketers and e-commerce experts to gain their insights into these topics. One objective: to identify the key dynamics to come in these industries to build effective advertising campaigns.
AAE will undergo major changes
For the experts interviewed, there is no doubt: in the coming years, Search Engine Advertising (SEA) will continue to be an essential component of a marketing strategy. In fact, the ebook reveals that Internet advertising spending will continue to grow. Search engines, which consist of displaying paid ads on Google’s search pages, are expected to approach the $200 million mark. Display-related, which allows ads to be served by all Google Display Network partners (applications, websites, videos, etc.), would exceed $300 million.
” 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, search data, display and video ads will also be necessary elements to anticipate consumers’ needs and offer them personalized and more relevant ads.
For Andrew Lolk, founder of marketing agency SavvyRevenue, there is no doubt: auctions must also become smarter systems. “ 80% of SEA managers have problems managing auctions. So it’s obvious that Google will be able to get better results at this level while increasing competition, especially CPC and revenue from major auctions. “, he explains. When you obtain this white paper, you will also discover the point of view of Dirk Melief, director of digital marketing and data at digital agency Artefact. He details the benefits of smart auction systems.
The role of keywords, which are an integral part of SEA, must, in turn, be redesigned. For Valentin Quelard Chief Operating Officer of 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 the customer approach beyond the keyword.
This e-book will also allow you to learn more about the advantages 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 these types of tools allow you to use your time smartly and benefit from better results to optimize the return on investment (ROI) of your ad spend.
Marketplaces will gain popularity
In recent years, marketplaces have gained space in the digital purchase journey of consumers, but also professionals. This momentum is expected to continue in the coming years: as the white paper reveals, online sales on marketplaces could reach $8.8 trillion by 2025.
For the experts interviewed, the popularity of marketplaces is mainly explained by the visibility they offer. ” They can play an important role both in terms of awareness (by making it possible to reach new markets) and in terms of service (increasing brand loyalty, focusing on service levels that are difficult to reproduce in an e-direct commerce) » explains Alvise Corba, Senior Advertising Manager at Filoblu, an international online and offline strategy consulting firm.
For these reasons, marketplaces are highly acclaimed by brands that want to explore new options to promote their products. They are also used as advertising platforms because of the customization possibilities they are starting to introduce. ” To expand the product offering and make it more qualitative (in terms of content), it will be essential to allow brands to fully express themselves says Johann Lucas, Business Developer of Feed Manager, a solution that helps e-merchants control their costs. To learn more about ongoing innovations in marketplaces, download this white paper.
Henry Mäkelä, co-founder of Bluebird, an agency specializing in data-driven marketing, also reveals the crucial role of dynamic pricing for merchants and markets.
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. For expert insights on all the big trends and their secrets to creating an impactful ad campaign, download Channable’s white paper.