2022 is marked by the acceleration of digitalization , in addition to an influx of more connected consumers and new behaviors due to the pandemic of COVID-19. E-commerce owners and digital marketing specialists must be more flexible, proactive and omnipresent than ever. Between privacy protection, significant events and new spaces and formats in which investing, we reveal three challenges to transform into opportunities in 2022 .
Important events, occasional opportunities
To generate even more recipes, you must rely on the occasional events of this year. Note that major events are there: the 2022 Winter Olympic Games, the FIFA male World Cup in 2022 and the mid-term elections in the United States. 2022 undeniably represents unique opportunities for continuous growth in marketing, for those who will benefit from it.
Many experts expect digital technology to generate most e-merchant gains. The retail media category , which is experiencing rapid growth and should take a larger share this year, digital audio and OTT/CTV would be trends to monitor. You can base yourself on these additional events, among other things, to generate new sources of potential income .
A world without cookies
When Google announced the gradual deletion of third -party cookies from its Chrome browser by the end of 2023, this had the effect of a loose bomb in the digital sector . For the protection of users' privacy , it is naturally good news. However, this change represents a considerable challenge for owners of electronic commerce sites and digital marketing specialists.
This year, there will be two major phases. The first is a transition phase with the migration of services and a thinking phase to find the most effective means of overcoming this change. Regarding solutions, promising alternatives such as prioritization of first part data and contextual advertising are already envisaged to bounce back.
According to a Salesforce study, 60 % of consumers intend to make more online purchases after the pandemic than before. Furthermore, e-merchants plan to focus more on the collection and study of their own customer data for recimbing purposes .
In short, we expect an increase in activity, the volume of customers and the amount of data to be analyzed. This means that more time will be monopolized to the schedule already responsible for entrepreneurs. Therefore, e-commerce owners will need more clarity, speed and efficiency than ever in the management of their business. This is what new Fintech platforms provide daily via their tools and services, without taking more time or effort.
With for example, Magileads, which makes it possible to set up an acquisition strategy based on targeting, basic enrichment, animation scripting, and contact scoring for conversion of effective prospects.
At the heart of digital diversification
According to a study by Magna , digital formats will represent more than 60 % of the total advertising sales worldwide by 2022. Digital advertising sales, that is to say the Search, the Social, the Video , banners and digital audio have increased by almost a third. The entertainment, connected television industry, video content streaming and video game platforms have experienced a dazzling boom, turning into advertising platforms. In this regard, Tiktok will host new interactive formats and new Spark Ads .
Digital marketing specialists have every interest in exploring and investing in these additional formats, media, channels and platforms to reach the most difficult to reach audiences . The latter contribute to activating all the relevant contact points in an increasingly fragmented customer journey and can stimulate the King and the Roas .
But the management of such a diversification can be complex, laborious and costly. Without a clear overview and good tools, tedious management of multiple accounts , invoices , transactions and other exhausting administrative tasks can easily accumulate and obstruct success.
An omnichannel campagnon such as Magileads, which allows you to automate a large part of your marketing processes , can be beneficial to you. In addition to saving time, you will get the information and knowledge you will need to make better decisions .
This is how you will ensure that key events, a world without cookie, and digital diversification, which will mark 2022, will play in your favor. By adapting your strategy to this context, you will release the full potential of your business or online activity .
