In early 2022, marketing and e-commerce teams must press the right buttons to increase the company’s revenue. Five key actions need to be strengthened or prepared for this year by relying on technology. This concerns the fact of facilitating the payment of its customers in installments, the development of social trade by relying directly on social platforms, strengthening the automation of internal marketing tasks, continuing to test alternatives to third-party advertising cookies. and exploring the possibilities of metaverses, video games, and NFTs in mind.
Playing the ‘Buy Now and Pay Later’ card
In 2022, the offer to share customer payments online is on the rise. The trend is to set up ‘Buy now pay later’ on your e-commerce website to facilitate and increase sales. Witness the Swedish fintech Klarni, created in 2005, which offers this type of service. She saw her activity grow and is now estimated at $ 45 billion after raising € 524 million in June 2021. “ Customers are tired of revolving loans and need more transparency points out the CEO and founder of Klarne.
The property stimulates appetites among consumer credit providers, such as the French Younited Credit. This method of deferred payment allows customers to pay for their purchases in installments, often on a weekly or monthly basis. BNPL ‘Buy now pay later’ therefore offers them a certain guarantee as they will pay upon receipt. It is also an incentive to spend through interest-free loans or with clearer fees.
Simple and instantaneous for the consumer, BNPL is growing. Merchants are paid to order, and the risk of non-payment is borne by the Buy Now payer later. Banks and fintech companies offer this service to merchants by subscription. With double-digit growth in 2020 and strong fundraising for the Fintech sectorthe Buy Now pay market is later booming in some European countries and should logically increase in France.
Further develop social trade
Sales through social networks are gaining in importance. The use of social networks for the direct sale of products is constantly growing. According to the research company Yougov, 1 in 3 French people have already bought the product via the social network. The trend is even higher among the youngest, aged 18 to 24, of whom 38% consumed through this channel.
Social trade or social shopping offered to brands by social networks – FacebookInstagram or tick – has a number of advantages and disadvantages. It is in China that social networks are mostly used as a sales channel, modeled on the use of platforms such as WeChat by Tencent.
These are business premises that are easy to install, but are still limited in functionality. Targeting can be precise, but it needs to be optimized by purchasing advertising messages. The audience is very large, but the competition is growing. Having said that, social commerce will be increasingly affirmed as an essential tool for omni-channel marketing strategy.
Strengthen marketing automation to save time and money
In addition to accelerating the digitalization of society and mass exchange, the automation of customer knowledge is a key success factor. In their interactions with the general public, as well as with their professional customers, most companies have therefore equipped themselves with customer relationship management software (GRC or CRM).
Three out of four companies (78%) said they would use automation in 2021, according to a European study by Hubspot, a publisher of marketing software. Marketing is the sector of activity that, according to this study, used automation the most. The priorities of marketing professionals are task management (58%), content automation (42%) and chatbot implementation (31%). in general, Marketing automation is a recurring task and requires regular updating of tools to respond to new challenges.
Note that in 2021, three out of four retailers (77%) noticed more internet user engagement via email than the previous year. Fewer emails are sent each week by these merchants who now favor segmentation, personalization and automation. Email optimized with CRM software remains a sure bet for a 2022 customer loyalty strategy.
A year of experimenting before the end of the cookie
There will be no major transformation of internet targeting methods this year. However, marketers must continue preparations for 2023, when Google will eliminate the use of third-party cookies on its Chrome browser, which holds 65% of the global web browser market. Announced in August 2019, this measure was supposed to be applied in 2022.
A real turnaround for the digital marketing and advertising ecosystem based on this data collection technology, the end of third-party cookies can be presented as an evolution towards a more secure web that the general public wants and is required by recent regulations. . But proposals to replace third-party cookies by Google and based on group systems or a ‘cohort’ of internet users are not unanimous. Content publishers, agencies, advertisers and platforms are looking for alternatives to analyze audiences, track internet users and target them with advertising.
Alternatives to third-party cookies are being developed, in particular with the use of alternative identifiers and analysis of Internet users’ searches for contextual and semantic targeting. We can also mention the ‘Data Clean Room‘. At the same time, first-party data is coming to the fore, with each company having an interest in expanding its direct relationship with its customers. 2022 will be crucial for concluding a technological and business solution that meets the challenges of advertisers and media agencies.
Explore the promises of the Metaverse
The last point, when Mark Zuckerberg announced on October 28, 2021 that the Facebook group would now be called Meta, he also presented his vision of the future with Metaverse. This digital, virtual and connected universe in which each user will be embodied by an avatar. A universe reminiscent of multiplayer online video games.
This is nothing technologically revolutionary, but it is access to the internet of the future and the interactions among human beings that structure the sector’s initiatives. We note, for example, that 2021. the Yves Rocher cosmetics group through its foundation is dedicated to replanting 100,000 trees in real life from a plantation of virtual tree players in the Minecraft video game. As for the Nike sports equipment brand, it is investing in the Roblox video game in which it creates Nikeland, announced in mid-November 2021.. Nike fans connect, create, share experiences and compete in competitions. Nike has created this bespoke world behind its global headquarters and within Roblox’s impressive 3D space.
Visitors to Nikeland can use accelerometers on their smartphones, smart watches or health trackers to transfer their movements from real life to online play. This is the case, for example, for performing movements in a game such as jumping or speed racing. Of course, you can dress your avatar present in the 3D universe in clothes sold by Nike. The virtual world of Nike in the game Roblox has been revived in the physical world of New York, home of Nike’s innovations, through augmented reality, delivered by the mobile application Snapchat.
Sell digital clothing in the metaverse
The opposite way is to project the physical good into the digital universe. This is the case of Monnier Frères, an e-retailer that sells luxury and designer accessories. The brand joined forces in October 2021 with the English company republiq, which was founded in 2020, in order to create digital fashion items. The customer buys clothes on the Monnier Frères website. He sends a photo showing him, and Monnier Frères teams make sure to integrate the purchased outfit into the photo. The client receives it and can be exposed on social networks.
On December 27, the Chinese group Baidu – a search engine equivalent to Google in China – in turn unveiled its metaverse application called Xi Rang as “Land of Hope”.
From about ten billion dollars today, the consumer virtual reality market could grow significantly. The metaverse promises to be a new market for commercial and human exchanges, but yet to be built and revived. We just have to remember the bitter failure of ‘Second Life’, the financial speculation of investors and the complexity of multiple technologies that need to be applied on a large scale.
Key information on this topic