The ICO, the English authority for the protection of personal data, has outlined the challenges and problems of digital advertising, hoping for a synergy of operators for proposals focused on the interests, rights and freedoms of people in order to exit the current market of the omnipervasive tracking. Here are the possible scenarios.
The British authority for the protection of personal data, the Information Commissioner’s Office (ICO), has outlined the challenges and problems of contemporary digital advertising, which should finally marry with the principles of privacy and data protection once it gets rid of cookies. third parties (market referred to by some as “cookieless”, which has already been discussed several times previously).
Nonetheless, the scenario does not appear peaceful at all, indeed the doubts about the various proposals and strategies – from Google and other operators of the advertising ecosystem – are more than plentiful; the ICO does not consider what is expected to be mature at all in order to claim to be able to leave behind us the “surveillance society”, built on the omnipresent tracking of marketing, for a company more respectful of the rights and freedoms of people related to their personal data.
This is what emerges from a recently published report in the form of an “opinion”, or “Data protection and privacy expectations for online advertising proposals” of last November 25th.
The authority wants to sensitize the market on the still critical points, especially after the monitoring of the issue in England had been formally “suspended” to give priority to the pandemic emergency, warning of the restart of analyzes and investigations as far as it is concerned – and not only that, given the synergy with the British DMA Antitrust, of which as many investigations and insights are already underway, not least a substantial consumer and competitive report on the sector.
Although Brexit is now complete, the Opinion is a document of strong interest for all subjects in the EU, considering that the ICO’s “filter” is still that of the GDPR and the ePrivacy Directive, at least until concrete reforms are implemented. of these regulations. The ICO remains a highly authoritative body that in the past has provided tools, guidelines, codes of conduct or similar information and operational supports of absolute value (think for example of the guides on DPIAs or the code for online activity towards minors), certainly shared by other continental authorities.
We would like to point out that this document constitutes a sort of update of the previous report of 2019, or “Update report into adtech and real time bidding”, which had already warned about sector practices, certainly not in line with privacy legislation. After the aforementioned pandemic halt, the ICO is picking up the thread also to take stock of what it had already feared almost three years ago.
What will be the main digital marketing trends we will see in 2022? Here are the 5 trends.
Digital Marketing is constantly evolving and, especially in the last two years, it has had to take on new forms to accommodate the changing needs of companies, ever closer to the digital world. There is therefore the need to introduce new formulas and tools to ensure satisfactory results, necessary for the recovery of all those brands hit by another year of crisis like the one that has almost passed.
What will be the main digital marketing trends we will see in 2022? Here are the 5 trends
In 2022, e-commerce is preparing to be a strong protagonist among consumer trends around the world for the third year in a row. The pandemic situation, together with constant digitization, has allowed e-commerce to conquer a space even among the most skeptical or unwilling consumers to buy online: just think that only in Italy, during the first month of the pandemic, the 31st % of people said they would buy products on the Internet that they would usually buy in a physical store and that, in the following months, the Food & Beverage sector recorded online sales increases of 300%. 2022 will be a year in which all companies will aim to consolidate the results of e-commerce: personalized experiences and integration with new technologies will have to be at the center of digital marketing strategies.
Conversational marketing and AI
One of the main trends that will be witnessed in 2022 is that linked to Conversational Marketing, a rather new term that is making its way into the digital world. It is the opportunity for potential customers to get in touch, talk and interact with a brand in the times and ways they prefer. A new channel, therefore, to be integrated into strategies dedicated to strengthening the customer base, with results recorded in customer care, database building and the loyalty process. An integral part of this strategy is the use of artificial intelligence. Conversational marketing, in fact, uses chatbots as a messaging platform to converse with visitors in real time, allowing for faster and more efficient engagement. Chatbots are at the heart of any successful conversational marketing strategy and are designed to emulate real human conversations. Among the various applications of technology related to conversational marketing, we find some unmissable advantages, including: increasing the number of leads generated by the site, increasing sales opportunities and significantly improving the browsing experience.
An already evident trend that will strengthen next year is certainly that relating to the use of social media as a concrete sales channel and no longer as a mere promotional showcase. This new use of social channels allows the user to make a purchase without even accessing the company’s e-commerce, but simply through his post. Buying becomes, therefore, an increasingly immediate action, it is done via social media or via a Youtube video and not offering this opportunity risks losing potential customers. Furthermore, it is a trend that will make the influence of influencers even more decisive, in a funnel that is becoming increasingly restricted.
An incredibly profitable segment for brands. Once you understand its potential as a source of traffic and engagement, gaming becomes a tool that today offers many opportunities in digital marketing. In fact, the statistics show that users are not bothered by viewing the in-game display ads. In addition to the typical banner ads, this sector offers the possibility of diversifying the type of ads, with interstitial ones – which appear in moments of stoppage in the game, for example between games – or reward ads, which they offer to players additional points, coins or other game-related benefits in exchange for viewing a video.
According to the Across observatory, geo-localized marketing campaigns have already experienced a new renaissance in 2021, with a growth trend of + 60% compared to the previous year. It is easy to assume that even in 2022 the campaigns that allow the geotarget will offer much higher performances in this particular historical moment. This is because they allow you to intercept your target in a specific region / city / province, an extremely essential activity in years in which the prohibitions linked to mobility have made it increasingly important to narrow the field and find your target audience at a local level.
Google has declared that from 2023 its Chrome browser will no longer support third-party cookies, already excluded in the default settings of Safari and Mozilla. By force of things – therefore – digital marketing will find itself facing an epochal turning point to which it will have to start reacting as early as next year. Publishers, of course, will begin to invest more in contextual advertising, trying to use first-party cookies and favoring authentication to get to know their users in more detail. But also advertisers will have to find new ways to interact with their customers, trying to attract them more and more on their platforms. In order to continue to intercept users, Content Marketing will be increasingly important, so as to develop a relationship with users as much as possible and consequently obtain first-party data.