Designing a digital marketing or e-commerce strategy involves monitoring the latest digital innovations, new technological solutions, and changing consumer behavior.
This step allows you to get the basic information to build your future business plan and effective advertising experiences that will allow your business to evolve.
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Channable, a SEA feed management and automation solution, interviewed fourteen digital marketers and e-commerce professionals to get their insights on these topics. One goal: to identify the main dynamics that will come in these segments in order to build effective advertising campaigns.
SEA will undergo significant 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 your marketing strategy. In fact, the e-book reveals that online advertising spend will continue to grow. Search, which consists of displaying paid ads on Google search pages, should approach $200 million. Display-related, which allows advertising to be broadcast across all Google Display Network partners (apps, websites, videos, etc.) will exceed $300 million.
” SEA will continue to exist thanks to voice searches, no matter what devices we interact with (smart TVs, smartphones, cars or even home security, among others) Explains Elena Ferreras, Director of Payments at Wink, a digital agency. Artificial intelligence, machine learning, and data from search, display and video ads will also be necessary to anticipate consumer needs and deliver personalized and more relevant ads.
For Andrew Lulk, founder of marketing agency SavvyRevenue, there is no doubt: Auctions must also become smarter systems. “ 80% of SEA managers find it difficult to manage auctions. So it is clear that Google will be able to achieve better results at this level, with increased competition, especially CPC and revenue from the main auctions. By acquiring 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 advantages of smart auction systems.
The role of keywords, which are an integral part of the SEA, must be redrawn in turn. For Valentin Quelard, chief operating officer of Qwamplify, an agency that specializes in digital acquisition strategy, these are no longer a defining element of Google Ads campaigns. For advertisers, the goal is to rethink the customer approach by going 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 tedious tasks, but it is 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 smartly and get better results in order to improve the return on investment (ROI) for your advertising spend.
Markets will gain popularity
In recent years, markets have taken their place in the digital buying journey of consumers, but also of professionals. This momentum is expected to continue over the next few years: As the white paper reveals, online market sales could reach $8.8 trillion by 2025.
For the professionals interviewed, the popularity of the markets is explained in particular by the insight they provide. ” They can play an important role in terms of popularity (by providing access to new markets) and in terms of service (by increasing brand loyalty by focusing on service levels that are difficult to reproduce in direct e-commerce) », explains Elvis Korba, Senior Director of Advertising at Filoblu, an international online and offline strategy consulting firm.
For these reasons, the markets are highly acclaimed by brands who like to explore new options to promote their products. They are also used as advertising platforms due to the customization possibilities that they are beginning to offer. ” To expand the product offering and make it more quality (in terms of content), it will become necessary to allow brands to express themselves more fully. Johann Lucas, Business Developer at Feed Manager, a solution that helps e-merchants control their costs. To learn more about the innovations taking place in the markets, be sure to download this white paper.
Henry Makela, co-founder of Bluebird, the agency specializing in data-driven marketing, also reveals the critical 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 coming years. For expert insights on all the big trends and their secrets to building an impactful ad campaign, download the white paper from Channable.