digital advertising and marketing tendencies in e-commerce!

Designing a digital marketing or e-commerce strategy involves tracking the latest digital innovations, new technological solutions, and changing consumer behavior.

This step provides key information for building your future action plan and effective advertising experiences to help your business grow.

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Channable, a feed management and SEA automation solution, interviewed fourteen digital marketing and e-commerce experts to gain their insight into these topics. One goal: to identify the main dynamics coming in these sectors in order to build effective advertising campaigns.


The SEA will undergo major changes

For the interviewed experts, there is no doubt: in the years to come, search engine advertising (SEA) will remain an essential component of marketing strategy. Indeed, the e-book reveals that spending on Internet advertising will continue to grow. The search results, which consist of displaying paid ads on Google’s search pages, should approach the $ 200 million mark. Those related to display, which allows ads to be broadcast across all Google Display Network partners (applications, websites, videos, etc.), would exceed $ 300 million.

The cost of online advertising worldwide from 2007 to 2024 (in millions of dollars): increase

Consumers almost instinctively turn to the Internet to make purchases. Chart: Chanable.

SEA will continue to be present thanks to voice searches, regardless of the devices we communicate 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 essential elements for anticipating consumer needs and offering them personalized and more relevant ads.

For Andrew Lolk, founder of the SavvyRevenue marketing agency, there is no doubt: auctions should also become smarter systems. “ 80% of SEA managers have problems managing auctions. It is therefore obvious that Google will be able to achieve better results at this level, with increased competition, especially CPC and revenue from key auctions. “He explains. Taking this white paper, you will also discover the point of view of Dirk Melief, Director of Digital and Data Marketing at the digital agency Artefact. Describes in detail the benefits of smart auction systems.

The role of keywords, which are an integral part of the SEA, should in turn be crossed out. For Valentin Quelard, chief operating officer at Qwamplify, an agency specializing in digital acquisition strategy, they are no longer the deciding element of Google Ads campaigns. For advertisers, the goal is to rethink their approach to customers by going beyond keywords.

This e-book will also allow you to learn more about the benefits of flow management solutions. It allows you to automate some daunting tasks, but necessary 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 intelligently and leverage better results to optimize the return on investment (ROI) of your advertising spending.


Marketplaces will gain popularity

In recent years, markets have made a place for themselves in the digital buying path of consumers as well as professionals. This momentum is expected to continue in the next few years: as the White Paper reveals, online sales in the markets could reach $ 8.8 trillion by 2025.

B2C and B2B online sales through the market from 2019 to 2025: increase

Markets will develop further in the next few years. Chart: Chanable.

For the interviewed experts, the popularity of the market is especially explained by the visibility they offer. ” They can play an important role both in terms of notoriety (enabling entry into new markets) and in terms of service (by increasing brand loyalty by focusing on service levels that are difficult to reproduce in e-commerce) », Explains Alvise Corba, Senior Advertising Manager at Filoblo, an international consulting firm for on & offline strategy.

For these reasons, markets are highly valued by brands that want to explore new opportunities to promote their products. They are also used as advertising platforms due to the personalization options they are starting to introduce. ” In order to expand the product offer and make it better (in terms of content), it will be important to enable 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 current innovations in the markets, be sure to download this white paper.

Henry Mäkelä, co-founder of Bluebird, a data-driven marketing agency, also reveals the key role of dynamic pricing for retailers 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 into all the big trends and their secrets to creating a striking advertising campaign, download Channable’s White Paper.


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