Criteo recently unveiled the Commerce & Digital Marketing Outlook 2018. According to Criteo, the 8 commerce marketing trends to watch in 2018 are:
The Rise of Voice Shopping: People are going to shop more using voice through devices like Google Home or Amazonâs Echo. Brand managers believe that voice activated devices and personal assistants will be the technology they work with the most in the next two years, according to the findings from the Trade Marketing in Transition Report from Criteo and Kantar/ Millward Brown.
The Social Commerce Relationship: Facebookâs Marketplace service has been running in a number of countries including the U.S., UK and Australia, and lately has been expanded to buyers and sellers in 17 European markets. Amazon is moving into with the launch of Amazon Spark. Like Instagram and Pinterest, Spark showcases product images and allows for instant purchases. Social messaging services like Facebook Messenger and WhatsApp will integrate as
Chatbots for more companies.Amazon also plans to launch a social messaging platform
âAnytimeâ in 2018 a service with similar features as in WhatsApp and Slack, plus Alexa integration.The impact of this will be that as major social networks create walled gardens of customer data, brands and retailers will need to find ways to own the customer relationship and the data that goes with it.
Connecting Offline-to-Online Sales: Retailers will seek partnerships that enable them to better use in store CRM data to find and reach consumers online, with personalized campaigns for re-engagement and upsell. There will be an increasing emphasis on driving offline foot traffic to online interactions.
The Data Collaboration Imperative: Brands and retailers are concerned about walled gardens of data from tech giants like Amazon and Facebook. Three-fifths of brands and retailers are already part of a data collaboration initiative and are pooling non-personally identifiable data to better connect with shoppers. To stay competitive and innovative, retailers and brands will continue to pool data assets to personalize content and build better customer relationships. 72% of marketing execs believe data collaboration will lead to increased revenue, increased profits (65%), and increased customer satisfaction (56%)
The Power of Product Feed Optimization- Advertisers will look for ways to streamline the management of product feed assets, including product descriptions and visual imagery. Data management will become more important than ever as advertisers work to correlate product information from brands and retailers while integrating merchant data with user-generated content.
Understanding GDPR & Data Management - General Data Protection Regulation (GDPR) will come into force on May 25, 2018, affecting marketers and companies looking to reach more than 500 million EU citizens. GDPR will have global impact and apply to all companies tracking EU residents for analytics and marketing purposes. By ensuring greater protection of each individualâs data, GDPR will reinstall confidence and trust in consumers this in turn will benefit businesses that offer transparency and choice to consumers. Marketers will need to manager their audience data more carefully. Personalization, trust, and transparency will go hand-in-hand, creating a better relationship with shoppers and businesses.
The Battle for Video- Share of consumer online time spent on video is bound to increase steadily, forcing advertisers, publishers and media companies to reorganize and increase focus on video. More video consumption means more ads and a new battle for programmatic advertisers and their partners.
The Growth of Acquisitions & Partnerships- In 2018, retailers and brands will look for strategic acquisitions and partnerships to stay competitive, and to expand and strengthen their operations.
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