A year that promises to be as exciting as the previous two (oh, calamity!) It’s not surprising that the digital marketing landscape changes at an alarming rate.
There are many changes in the digital world, with tech giants continually improving their offerings and changing their strategies. Kobe Digital today is focusing on the trends that will have the most impact on their practice over the next few years.
Without further delay, here are their thoughts on three emerging digital trends which will make waves in the industry this coming year.
The Cookie is Dying
Google revealed last year that they would reduce third-party cookies by 2022 (now, 2023) to address growing privacy concerns.
For almost all of the history of digital commerce and marketing firms in Los Angeles, cookies have been used to gather information about website visitors and target specific demographics in campaigns. Cookies have been an important tool for marketers but it’s time to prepare for their end.
If we are being truthful, the cookie has been around for quite some time. Cybercrime has increased due to the pandemic, making it more difficult for ordinary people to protect their data. The explosion of commercial VPNs (networks that hide the IP address of users) has also made it harder to collect high-quality data.
Marketers can’t just demand less privacy from users. It is important to find new ways to connect with customers.
This is leading email marketing to be rediscovered. It’s fair to say that when someone gives their email address, it’s as consensual and fair as advertising can get.
Email marketing is a lucrative business because customers who send their emails are more likely to be sold to. Emails can also be used in a variety of ways than people may realize. You can use email lists to replace traditional cookies on advertising platforms.
Native Shopping Experiences
What are native shopping experiences? “Native shopping” refers to shopping and e-commerce properties that can be seamlessly integrated with other non-commerce sites such as blogs, VR, social media, or even social media.
The term “native” is used to refer to the fact that users don’t need to leave the site where they’re shopping to make a purchase.
Harvard Business Review has found that simplicity is what consumers expect from marketers. Customers will not purchase if they face obstacles or are unable to obtain sufficient information. The harder your customer has to work, the more likely they will be a customer.
Native shopping is expanding rapidly and seems to be solving many of these problems. It allows users to purchase in-app without any barriers.
Instagram pioneered this trend with its Instagram Shopping feature. This allowed users to make purchases based on promotional material instantly. TikTok, which has partnered with Shopify, also entered the native experience last year. Youtube also announced plans to improve its shoppable tag system, which allows users to find and buy products within videos.
This trend will likely result in higher conversions for marketers. It also opens up new opportunities for affiliate campaigns and marketing. Affiliate campaigns and marketing can be reduced by the friction caused by personalities and influencers simply directing users where they can buy. Soup Agency believes there will be many more innovative campaigns that take advantage of the native experience.
Streaming Service Advertising
Traditional film and television have moved to tablet, laptop, and smartphone screens. So have their advertising models. Although streaming services were originally proposed as an alternative to commercial networks that are ad-saturated, models like Youtube Premium and the global economy have led to increased interest in potential streaming service advertising.
The streaming service Disney+ revealed last month that they will be adding an ad-supported subscription tier to their offerings later in the year. This would allow users to pay lower prices for ads and offer lower prices.
Marketers looking to reach new audiences will be excited to see that the streaming service has a user base of more than 130 million.
Disney states that the service will be expanding internationally in 2023, even though the change is currently only available in the US.
Netflix CFO Spencer Neumann said that, despite Disney’s announcement, Netflix could not rule out traditional advertising in the future. However, this was not something they planned to do.
Although there are not many details available on how Disney+ will operate, Soup Agency is eager to explore the new possibilities it offers. The agency would not be surprised to see more streaming services adopting the model at a time when many households are trying to reduce their spending.
It’s difficult to keep up with digital marketing in Las Vegas.
Ironic that so many of us pride ourselves on “having our fingers on the pulse”, it is. Our job is to mediate between the interests of our clients, and the infrastructure of tech giants, both of which are always in flux.
It’s exciting for Miami’s digital marketing to look ahead. From innovations in Social Commerce to masse returns to email, the industry has shown time and again that it can adapt to new challenges. If you are looking for one, take a look at these directories to find the top new york digital marketing agencies around the globe and the USA social media marketing agency directories.