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  • Digital Dialog Insights 2022

Digital Dialog Insights 2022

Commerce Media ermöglicht intelligente Werbeansprache 

Die Studienreihe "Digital Dialog Insights" wird jährlich von United Internet Media zusammen
mit der Hochschule der Medien, Stuttgart, durchgeführt. Dieses Jahr wird die 11. Ausgabe veröffentlicht. Der Fokus der aktuellen Ausgabe liegt auf den Themenbereichen Commerce Media, E-Commerce sowie Post-Cookie-Ära.

Dieses Jahr wurden 122 Fachleute aus den Bereichen Handel, Dienstleistung und Produktion befragt.

Die Studie gibt Antworten auf folgende Fragen:

  • Wie ist die Experteneinschätzung zum Status Quo, Entwicklungen und Veränderungen
    im E-Commerce in den kommenden Jahren?
  • Welche Rolle spielt Commerce Media und was sind die Treiber für den Erfolg?
  • Wie ist der Reifegrad der Marketing-Branche für die Post-Cookie-Ära?

KEY INSIGHTS

  • E-Commerce Wachstumskurs hält weiter an, Touchpoints nehmen zu
    9 von 10 Expertinnen und Experten sind überzeugt: E-Commerce wird zum festen Bestandteil alltäglicher Internetservices. Dabei wird der digitale Handel noch omnipräsenter und erschließt zunehmend neue Produktkategorien (84%). Die E-Commerce-Transaktionen an den unmittelbaren Touchpoints, d.h. außerhalb der eigenen Seite und App (z.B. in E-Mail-Postfach), nehmen – im Vergleich zur Einschätzung
    des vergangenen Jahres – weiter zu (73% in 2022 vs. 64% in 2021).
  • Commerce Media und smarte Daten mit hoher Relevanz
    "Commerce Media" – eine Transformation von Media in Richtung Commerce – ermöglicht intelligente Werbeansprache und gewinnt zunehmend an Bedeutung, bescheinigen 3 von 4 Expertinnen und Experten. Dabei gewinnen Commerce-Daten (Intent- /Kauf- und Absichtsdaten) sowie die Technologie, die diese analysiert und nutzbar macht, an Relevanz (80%). 73 Prozent setzen verstärkt auf Medien,
    die intelligente userzentrische Daten nutzen. Rund zwei Drittel erwarten eine Verschiebung der Medienbudgets hin zu Plattformen, die entsprechende Daten besitzen und nutzbar machen können.
  • Direct-to-Consumer (D2C) ist ein Kernthema im E-Commerce
    85 Prozent erwarten einen Ausbau des D2C-Vertriebs durch Marken. Drei Viertel sehen digitale Touchpoints (z. B. die E-Mail) mittelfristig als ein tragendes wichtiges Instrument im D2C-Vertrieb.
  • Weiterhin nur ein Bruchteil der Unternehmen für die Post-Cookie-Ära vorbereitet
    Die Post-Cookie-Ära-Readiness ist immer noch auf einem sehr niedrigen Niveau: Nur 12 Prozent der Fachleute bescheinigen den Unternehmen, ausreichend vorbereitet zu sein. Dabei sind die Lösungsansätze weitestgehend bekannt. Wer über First-Party-Daten verfügt, ist zukunftssicher aufgestellt. 71 Prozent sehen mittelfristig eine Verlagerung von Budgets auf transaktionsbasierte Contextual Targeting-Systeme (z. B. auf Basis von Verhalten/Kaufabsichten/Käufen).

Hier finden Sie die ausführliche Studie.

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