The web is not free. It feels like it because we provide our data, often unknowingly, in exchange for free access to various services…but that’s changing. Privacy is increasingly important to Internet users, as this graph shows: from November 2019 to October 2021, the number of searches relating to private data increased by 50%. Internet users no longer want to offer their data freely.
And when given an explicit choice, the trend is even clearer: up to 80% of Apple users refuse the tracking of applications they download! For its part, Google has announced the end of cookies, which are used to track Internet users.
Read also: [Tribune] Is the future of targeted advertising “in-app”?
To adapt, marketers must rely on tools that do not use private data: improving SEO, email campaigns, or surveys via their social networks. As a negative consequence, expect lead generation to cost more in the future and adjust budgets accordingly.
Two new players that matter in social networks: TikTok and Twitch
The Facebook-Youtube-Intagram triptych sees s
dominance on social networks shaken. If these established players stay ahead as shown in the chart below, Statista estimates that by the end of the year, TiKTok will have over 1.5 billion users, rising to third place on the podium. Some companies, to continue to reach their targets, already have a “TikTok Chief Officer”!
Another trend, another platform: while the gaming industry is booming, Twitch is taking the lion’s share with 1 billion visitors per month. Let be a figure of the same magnitude as Facebook or Youtube. This platform pushes a new format, that of live. To see how companies will seize it.
A more human and accessible marketing
After B2B, B2C and B2B2C, it’s time for H2H: Human-to-Human. Having a good product is no longer enough to have customers, it is also important to make the company’s values known. This requires lighter communication, with more humor and using friendly rather than corporate language. We break the distance between the company and its community to show ourselves in a new light, appear more accessible and highlight the values of society.
Read also: [ Tribune ] Personal data: the keys to a new relationship of trust
In the extension of H2H, marketing also wants to be more aware. The company’s values are reflected in the tone of its communication but also respect for the environment, transparency and inclusiveness.
Concretely, this consists of thinking about the experience of the user of the website (no pop-ups, a responsive design), setting sustainable development objectives and not pushing for overconsumption, and having CSR actions that can range from donations to associations to the implementation of green projects, the fight against poverty or the service of another cause related to the activities of the company.
Read also: [Tribune] Marketing attribution in a digital world post third-party cookies
Enter the Metaverse
Facebook says it wants to create the metaverse, but it’s already there. And PwC estimates that this market will be worth 1.5 trillion dollars by 2030. Thus “NFTs” (non-fungible tokens, which give ownership of real or virtual property in an indivisible way) are the subject of 54 times more searches in October 2021 than in early 2021!
It is literally a new universe that is offered to marketing. Whether it’s advertising spots in the metaverse, websites designed for 3D in which you could move around like in a store, the creation of dedicated games to engage your community or the creation of collections of NFTs, it don’t miss the bandwagon.
These five trends are not passing fads, they are ground swells that are growing stronger and will continue to be so for years to come. The art of marketing is to reach the potential consumer where he is to lead him to an act of purchase. It means adopting an appropriate tone, giving an image that corresponds to him and talking to him on the networks where he is – because if the consumer is there, why shouldn’t the company be there too?
Tribune by Andrew Warden, Chief Marketing Officer at Semrush.