With accelerating digitalization, in addition to an influx of more connected consumers and new behaviors due to the Covid-19 pandemic, e-commerce owners and digital marketers need to be more nimble, proactive and ubiquitous than ever. Between privacy protection, milestone events and new spaces and formats to invest in, we reveal three challenges to turn into opportunities in 2022.
Third-party cookies: fewer cookies, more worries?
When Google announced it would phase out third-party cookies from its Chrome browser by the end of 2023, it felt like a bombshell dropped across the digital industry. While this is good news when it comes to protecting user privacy, e-commerce owners and digital marketers face a significant challenge.
This year, there will be two main phases: a transition phase with the migration of services as well as a reflection phase to find the most effective ways to overcome this change. In terms of solutions, promising alternatives such as the prioritization of first party data and contextual advertising are already being considered to rebound.
According to a Salesforce study, 60% of consumers intend to shop more online after the pandemic than before. Due to the upcoming elimination of third-party cookies and the challenges of tracking and analyzing this additional activity, e-commerce owners plan to focus more on collecting and studying their own customer data at retargeting purposes.
All in all, an increase in activity, volume of customers and the amount of data to be analyzed is expected. This means that more time will be taken from contractors’ already busy schedules. As a result, e-commerce owners will need more clarity, speed and efficiency than ever before in running their business, which new fintech platforms are providing daily through their tools and services, without taking more time or effort.
Meanwhile, according to GetApp proprietary data shared with HubSpot, 44% of marketers predict the need to increase spending by 5-25% to achieve the same goals as in 2021. More spending means more pressure to succeed. This is where bespoke financial platforms like June With powerful solutions such as a card with cashback, you can compensate for this significant increase while having the possibility of making a difference in terms of ROAS.
Significant events, occasional opportunities
If ad spend is on the rise, relying on one-time events this year is key to generating even more revenue. With major events such as the 2022 Winter Olympics, the 2022 FIFA Men’s World Cup and the midterm elections in the United States, there is no doubt that “2022 presents unique opportunities for a continued advertising growth,” according to Ben Tatta.
Standard Media Index chairman expects digital to drive most of the gains while highlighting a trifecta: the fast-growing retail media category set to capture a bigger share this year, audio digital and OTT/CTV. And with the potential new revenue streams come additional formats and campaigns to consider to cover those additional events and more.
Formats, media, channels and digital platforms
According to to research led by Magna, digital formats have accounted for more than 60% of total advertising sales worldwide by 2021. Digital advertising sales, i.e. search, social media, video, banners and digital audio, grew by almost a third.
Not to mention the rise of the entertainment industry, connected television, video content streaming platforms and video games which are transforming into advertising platforms, while TikTok, whose meteoric rise has been boosted by its platform advertising, this year will welcome new interactive formats and new Spark Ads. year.
Digital marketers have every incentive to explore and invest in these additional formats, media, channels, and platforms to reach the hardest-to-reach audiences, as they help activate all relevant touchpoints in one more customer journey. more fragmented and can increase ROI and ROAS. .
But managing such diversification can be complex, backbreaking and costly. Without a clear overview and the right tools, the tedious management of multiple accounts, invoices, transactions and other exhausting administrative tasks can easily accumulate and hinder success.
A financial companion like June simplifies all this and opens the way to success by providing e-commerce and digital marketing players with a platform offering a choice of tailor-made integrations and a centralized view of all bank accounts, networks and payment services. Such a companion allows users to save time and get the information and knowledge they need to make better decisions.
Using physical and virtual cards with high spending limits and cashback in addition to transparent financial services, e-commerce owners and digital marketers can now focus on optimizing the year and scaling, rather than the hassles and tasks that would otherwise slow them down. down.
All this to ensure that the world without cookies, the key events and the digital diversification that will mark 2022 will work in their favor and help them to unlock the full potential of their businesses and online activities.