A world in constant change, which promises to amaze and intercept new trends and exploit new channels: it is the fantastic world of Digital Marketing, which in the last two years, in the wake of world events, has undergone great changes.
Digital Marketing for e-commerce and New Retail: the Netcomm observatory on new trends
The Digital Marketing Observatory for e-commerce and New Retail has shown that companies with the best skills and abilities are still the winners in the field compared to those with the highest budgets, especially given the complexity of the current digital marketing and the need to follow the user throughout his customer journey. To this complexity is added an ever-decreasing overall satisfaction which, as the Netcomm observatory underlines, fell from 2.74 in 2018 to 2.59 in 2021 on a scale from 1 to 5.
Digital Marketing therefore faces many challenges, first of all getting more budgets and investments, followed by the need to develop skills and the digital team. But how do these needs come together with generation Z, which is increasingly on the rise.
Netcomm for Gen Z
Gen Z, which gathers those born between 1997 and 2012, is developing consumption habits that are distinctly different from all previous generations: the experience now has a new significance, both in the physical store, which returns to be the priority place of the 'purchase, both online, where authentic influencers win and where the mindset is based on the four cornerstones: entertain, encourage participation, lift the mood and discover new things.
For these purposes, digital marketing must increasingly focus on omnichannel, also exploiting channels such as the metaverse, a space capable of declining creativity for awareness, loyalty and engagement activities, as underlined by Azerion.
Data and Privacy in the online customer journey
Transparency, privacy, lack of insistence: these are the three cornerstones of the new online customer journey.
The change in the cookie policy has forced the hand of all digital marketers towards the use of first-party data, those collected from the site or app and zero-part data, data provided directly and consciously, for example with surveys. or direct filling of the fields. Maximum transparency and respect for privacy are therefore necessary to guarantee the customer a positive and optimal experience.
But how is it possible, respecting the restrictions, to guarantee an increasingly specific and detailed target? Implementing the machine learning of the Google and Meta platforms through the use of first-person proprietary data and providing as much data as possible to the algorithms that thus hit an increasingly targeted target that responds to specific interests.
The future of Digital Marketing according to Netcomm
What Netcomm's Focus Digital Marketing tells is an increasingly rich, omnichannel future, with an ever-increasing focus on the target, where creativity remains fundamental, but the importance of tools and technologies for data collection is growing. more and more transparent. On the one hand, therefore, we find the importance of creators, authentic and transparent, on the other that of algorithms, increasingly sophisticated and able to integrate Meta and Google, improving their machine learning through the use of proprietary data. Which companies will be able to exploit these new trends to their advantage remains to be discovered.
Are you interested in Digital Marketing? Come and visit us in Milan at the Netcomm Forum on 3 and 4 May Stand 1-A14 or contact us to evaluate a collaboration.