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Digital Dialog Insights 2021

10 Jahre Online-Boom mit Digitalisierungs-Turbo 2021

Die Studienreihe "Digital Dialog Insights" wird jährlich von United Internet Media zusammen mit der Hochschule der Medien, Stuttgart, durchgeführt. Dieses Jahr wird die 10. Ausgabe veröffentlicht. Der Fokus der aktuellen Jubiläumsausgabe liegt auf den Themenbereichen 
E-Commerce, Post-Cookie-Ära und Corona-Krise. Außerdem gibt die Studie einen Rückblick auf die letzten 10 Jahre sowie einen Ausblick in die Zukunft.

Im Jubiläumsjahr wurden 140 Experten aus den Bereichen Handel, Dienstleistung und Produktion wurden befragt.

Die Studie gibt Antworten auf folgende Fragen:  

  • Wie ist die Einschätzung von Expertinnen und Experten zu Status Quo, Entwicklungen und Veränderungen im E-Commerce in den kommenden Jahren?
  • Wie ist die Einschätzung von Expertinnen und Experten zum Reifegrad der Marketing-Branche für die Post-Cookie-Ära und was sind die relevanten Ansätze für die Cookielose Zukunft?
  • Wie ist der Einfluss der Corona-Krise auf die Marketing-Branche?

KEY INSIGHTS

  • E-Commerce boomt weiter und die Veränderungen sind vielfältig
    Über 90 Prozent der Expertinnen und Experten sind davon überzeugt, dass E-Commerce zum festen Bestandteil alltäglicher Internetservices wird und in den kommenden fünf Jahren weiterwachsen wird. Der Kauf von Alltags- und Verbrauchsgütern online wächst stark (84%), die Anzahl der Transaktionen außerhalb der eigenen Website/App (z.B. im E-Mail-Postfach) wird ebenso zunehmen (64%).
  • E-Commerce stärkt die E-Mail in der Customer Journey
    Wachstumstreiber sind die Integrationen von E-Commerce in reichweitenstarke Plattformen wie bspw. E-Mail-Portale (93 %), neue Produktkategorien (82 %) und verbesserte Nutzungserlebnisse (89%). Das E-Mail-Postfach agiert dabei als ein wichtiger Ankerpunkt in der Consumer Journey. Hohes Potenzial wird vor allem in den Features wie komfortable Updates zum Lieferstatus im E-Mail-Posteingang (81%), direkte Bearbeitung von Bestellungen (58%) oder auch zentrale Bestellübersicht über alle Anbieter (55%) prognostiziert.
  • Post-Cookie-Ära: ID-basierte Lösungen gewinnen in der Post-Cookie-Ära an Relevanz
    Die Post-Cookie-Ära-Readiness ist immer noch auf einem sehr niedrigen Niveau: Nur sechs Prozent der Expertinnen und Experten bescheinigen den Unternehmen, ausreichend vorbereitet zu sein. Im Vorjahr waren es drei Prozent. Lediglich sieben Prozent der Unternehmen haben bereits in Maßnahmen investiert (Vorjahr: 6 %). 71 Prozent der Expertinnen und Experten stellen eine Verlagerung der Budgets auf Contextual Targeting-Systeme fest (Vorjahr: 56 %). 63 Prozent registrieren eine Verschiebung auf Targeting-Systeme von Anbietern mit eigenem Identifier und/oder ID-Allianzen (Vorjahr: 48 %).
  • Mehr Investitionen in digitale Kanäle durch Corona-Pandemie 
    Die Corona-Pandemie wird das Marketing von Unternehmen deutlich verändern. Davon sind immer mehr der befragten Expertinnen und Experten überzeugt. Inzwischen prognostizieren 65 Prozent der Studienteilnehmenden eine entsprechende Entwicklung in den kommenden zwei Jahren. Im Vorjahr waren es nur 55 Prozent. Zudem ist die Investitionsbereitschaft im Vergleich zum Vorjahr auf allen Ebenen leicht gestiegen: Für die kommenden zwei Jahre werden hohe Investitionen in datenbasiertes Marketing mit knapp 80 Prozent sowie digitale Kanäle mit 81 Prozent (Vorjahr: 73 %) erwartet. 

Hier finden Sie die ausführliche Studie.

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