At the beginning of 2022, the marketing and e-commerce teams must press the right buttons to increase the company’s revenue. Five key actions that should be enhanced or prepared for this year based on technology. This relates to the fact that it facilitates the payment of its customers in installments, the development of social commerce by relying directly on social platforms, the strengthening of the automation of internal marketing tasks, and the continued testing of alternatives to third-party cookies for advertising. Explore the possibilities of the metaverse, video games and NFTs in the head.
Play the “Buy Now, Pay Later” Card
In 2022, the offer of customer payments segmentation on the Internet is increasing. The trend is to set up “Buy Now, Pay Later” on the e-commerce site to facilitate and increase their sales. Watch the Swedish fintech company Klarna, which was set up in 2005, that offers this kind of service. She saw her activity take off and It is now valued at $45 billion after fundraising €524 million in June 2021. “ Customers are tired of rolling credits and need more transparency The CEO and founder of Klarna confirms.
The estate arouses appetite among providers of consumer credit, such as microcredit in France. This deferred payment method allows customers to pay for their purchases in installments, often on a weekly or monthly basis. Thus, BNPL’s “Buy Now, Pay Later” gives them a certain guarantee that they will pay after receiving. It also encourages consumption on credit without interest or clearer fees.
Simple and immediate for the consumer, BNPL is growing. Merchants are paid on demand and the “Buy Now, Pay Later” service provider assumes the risk of non-payment. Banks and fintech companies offer this service to merchants via subscription. With double-digit growth in 2020 and Raising strong funds for the fintech sectorThe buy now pay later market is booming in some European countries and should logically increase in France.
Further development of social commerce
Selling from social networks is gaining importance. The use of social networks to sell products directly is constantly increasing. According to the research firm Yougov, 1 in 3 French people have already purchased a product through a social network. The trend is even higher among the youngest, aged 18-24, of whom 38% consumed via this channel.
Social commerce or social shopping offered to brands through social networks – FBor Instagram or tik tok It has a number of advantages and disadvantages. Social media in China is the most used as a sales channel, similar to using platforms like Tencent’s WeChat.
These are commercial spaces that are easy to install but still limited in functionality. Targeting can be accurate but it must be improved by purchasing advertising messages. The crowds are very big but the competition is growing. Having said that, social commerce will increasingly assert itself as an essential tool of a multi-channel marketing strategy.
Enhance Marketing Automation to Save Time and Money
With the acceleration of the digitization of society and the increase in exchanges, the automation of customer knowledge is a major success factor. In their interaction with the general public as well as with their professional clients, the majority of companies have equipped themselves with Customer Relationship Management (GRC or CRM) software.
Three out of four companies (78%) said they will use automation in 2021 according to a European study by Hubspot, a marketing software publisher. Marketing is the sector of activity that has made the most of automation according to this study. Marketers’ priorities go to task management (58%), content automation (42%), and chatbot deployment (31%). Generally, Marketing automation is a recurring task and requires regular updating of tools to meet new challenges.
Note that in 2021, three out of four marketers (77%) noticed more engagement from Internet users by email than in the previous year. Fewer emails are sent each week by those marketers who now prefer segmentation, personalization, and automation. CRM-optimized email transmission remains a safe bet for your customer loyalty strategy in 2022.
A year of experimentation before the end of cookies
The big shift in internet targeting tactics won’t happen this year. However, marketers must continue to prepare for 2023, when Google will eliminate the use of third-party cookies on its Chrome browser, which commands 65% of the global web browser market. This measure was announced in August 2019 and was due to be implemented in 2022.
A real revolution in the digital marketing and advertising system that was based on this data collection technology, the end of third party cookies can be presented as an evolution towards a more secure web that the general public desires and is required by modern regulations. But the proposals to replace third-party cookies by Google based on clusters or “groups” of Internet users are not unanimous. Content publishers, agencies, advertisers and platforms are looking for alternatives to analyze audiences and track and target internet users with ads.
Alternatives to third-party cookies are being developed, in particular by using alternate identifiers and analyzing a user’s browsing of the Internet to target context and semantics. We can also mention the “data cleaning room”At the same time, first-party data is coming back to the fore, as each company is interested in expanding its direct connection with its customers. 2022 will be crucial to assembling a technology and business solution that meets the challenges of advertisers and media agencies.
Discover the promises of the Metaverse
Last point, when Mark Zuckerberg announced on October 28, 2021 that the Facebook group would now be called Meta, he also presented his vision for the future with the Metaverse. This digital, virtual and connected world in which each user will be embodied by an avatar. A world like a multiplayer online video game.
This isn’t anything technologically revolutionary, but it’s an approach to the Internet of the future and the human interactions that build the sector’s initiatives. We note, for example, that in 2021, Through its foundation, Yves Rocher cosmetics is committed to replanting 100,000 trees in real life From the farms of virtual tree players in the Minecraft video game. As for sports equipment brand Nike, it is investing in the Roblox video game where it is creating Nikeland, which was announced in mid-November 2021.. Nike fans connect, create and share experiences, and compete in competitions. Nike created this custom-made world against the backdrop of its global headquarters and within the immersive 3D space of Roblox.
Visitors to Nikeland can use the accelerometers on their smartphone, smartwatch or health trackers to transfer their movements from real life to the online game. This is the case, for example, to perform in-game movements such as jumps or sprints. Of course, you can dress up your avatar in the 3D universe with clothes marketed by Nike. Roblox’s Nike virtual world has been brought to life in the physical world of New York, the home of Nike innovation, via augmented reality delivered by the Snapchat mobile app.
Selling digital clothes in the metaverse
The opposite way is to project a physical good into the digital universe. Such is the case of Monnier Frères, an online retailer of luxury and designer accessories. The brand joined forces in October 2021 with The English company republiqe, founded in 2020, in order to create digital fashion items. The customer buys a costume on the Monnier Frères website. He sends a photo showing it and Monnier Frères teams are interested in incorporating the purchased outfit into the photo. The client receives it and can reveal himself on social networks.
On December 27, the Chinese group Baidu – the search engine equivalent of Google in China – for its part introduced its metaverse app called Xi Rang as the “Land of Hope”.
From about ten billion dollars today, the market for consumer virtual reality can grow exponentially. The Metaverse promises to be a new marketplace for commercial and human exchanges, but it has yet to be built and revived. We just have to remember the bitter failure of “Second Life”, the financial speculation of investors and the complexity of the multiple technologies that will be widely deployed.
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