Digital marketing is changing faster and more relentlessly than ever before. Players and stakeholders have no choice but to keep pace. We highlight the five most important trends in digital marketing that you can't afford to miss.
- The hype surrounding the Metaverse
Ever since Mark Zuckerberg renamed his Facebook to Meta and declared his vision of a virtual world, everyone has been talking about the metaverse. However, it is not yet clear to everyone how companies should make their mark on it, what exactly they are offering, even if there are good role models from the gaming world. But brands and artists are increasingly nesting themselves in Sandbox, Decentraland and Roblox. Despite fraud in crypto and NFTs, the metaverse has great potential as a digital touchpoint.
- Bread and games
The global gaming market is expected to grow to 340 billion dollars by 2027. In the USA, around 67% of all over 18-year-olds play games. Since streaming games has also gained popularity with Twitch, the gaming industry seems to be taking off even further. Added to this is e-sports, which could generate a turnover of 1.6 billion dollars by 2024.
- TikTok without borders
TikTok now has over 1.6 billion users and has already left some social media giants in its wake. Above all, TikTok has very dedicated users who open the app every day and spend around 95 minutes a day on it. This means that TikTok also beats Instagram with 51 minutes per day. If you want to reach Generation Z, you have to take a look at TikTok. Organic reach for brands and companies is not yet restricted, but this could happen. This is why brands need to appear on the channel as creators and not as companies: Entertainment is the priority, not sales.
- Livestream shopping comes to Europe
Livestream shopping has been around in China for years, and now the trend finally seems to be spilling over into Europe. In 2023, over 600 billion dollars are expected to be generated from livestream shopping in China. The reason why this type of shopping is so successful is the sense of community. It's about influencing, but also about social status.
- Cookies go, emails come back
It's pretty certain: cookies will be a thing of the past in the future. It's only a matter of time. Cookies are omnipresent, replacing them will not be easy. So how can you identify users in order to advertise to them? It can be done with email addresses or good SEO. There can be some personalization via email. For brands, this means increasing organic traffic.
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