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 provides important information to build 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, interviewed 14 digital marketers and e-commerce specialists to gain insight into these topics. One goal: to identify the key dynamics in these sectors to build effective advertising campaigns.
The SEA will undergo major changes
There is no doubt for the experts interviewed: Search Engine Advertising (SEA) will remain an essential part of a marketing strategy for years to come. Indeed, the ebook shows that Internet advertising spending will continue to grow. Those for search, which consist of showing paid ads on Google’s search pages, should be approaching the $200 million mark. Those related to display, which would allow ads to be broadcast across all partners of the Google display network (applications, websites, videos, etc.), would be more than $300 million.
† The SEA remains present thanks to voice search 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 that auctions must also become smarter systems. † 80% of SEA managers have difficulty managing auctions. It is therefore clear 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 also discover the point of view of Dirk Melief, Digital & Data Marketing Director of the digital agency Artefact. It describes the benefits of smart auction systems.
In turn, the role of keywords, which are an integral part of SEA, needs to be redefined. For Valentin Quelard Chief Operating Officer at Qwamplify, an agency specializing in digital acquisition strategy, they are no longer a defining element of Google Ads campaigns. For advertisers, the goal is to rethink their customer approach by going beyond the keyword.
This ebook will also help you learn more about the benefits of a power management solution. It allows you to automate some daunting tasks, but they are necessary to create an effective SEA strategy. Scott Beveridge, founder of the digital marketing agency ClickBoost, explains how these types of tools can help you use your time intelligently and get better results to optimize the return on investment (ROI) of your ad spend.
Marketplaces will gain popularity
Marketplaces have conquered a place in the digital buying process of consumers, but also of professionals in recent years. This momentum is expected to continue in the coming years: As the white paper reveals, online sales in marketplaces could reach $8.8 trillion by 2025.
For the interviewed specialists, the popularity of marketplaces is mainly explained by the visibility they offer. † They can play an important role both in terms of familiarity (by enabling access to new markets) and in terms of service (by increasing brand loyalty by focusing on service levels that are difficult to reproduce on an e-direct trade) », explains Alvise Corba, Senior Advertising Manager at Filoblu, an international online & offline strategy consultancy.
For these reasons, marketplaces are highly acclaimed by brands looking to explore new options to promote their products. They are also used as advertising platforms due to the personalization possibilities they are starting to introduce. † In order to expand the product range and make it qualitative (content), it becomes essential to allow brands to fully express themselves says Johann Lucas, Business Developer at Feed Manager, a solution that helps merchants keep their costs under control. Download this white paper to learn more about ongoing innovations in marketplaces.
Henry Mäkelä, co-founder of Bluebird, the agency specializing in data-driven marketing, also reveals the critical role of dynamic pricing for merchants and marketplaces.
This ebook also allows you to learn more about the current state of e-commerce and the rise of social commerce in the coming years. Download Channable’s whitepaper for expert insights on all the big trends and their secrets to building an impactful ad campaign.