With the digital revolution, every purchase we make, every type of service, every single wish is accessible with just a click. This is the biggest change brought about by the new online marketing: public, global and always-on access, but above all effective and convenient. Companies are now able to reach their customers in every corner of the world and, above all, at any time.
This is also reflected in the e-commerce data, which in Europe has no intention of stopping. The UK remains the largest market in Europe, with 104 billion and +7% annually. Germany generates 95 billion in turnover, up 8%: this is the case for companies such as Design Bestseller, which has exponentially increased online sales in European markets. This is followed by France with 58.9 billion and Spain with 23.8 billion in e-commerce turnover. Numbers that can be explained by a great deal of attention and investment in marketing techniques ever more personalised through the gathering and use of data.
In this respect, an important example is the public gaming industry. “Here, market studies have played a truly crucial role in the growth of the sector and have been fundamental in the success of strategies such as no-deposit bonuses or free spins, described in detail on this page. Techniques that look at targeting the user and improving their gaming experience”, explains Lamberto Rinaldi, editor of Gaming Insider, Italian gaming blog. “Another important aspect is the use of social media and other digital tools. In fact, traditional social media such as Facebook, Twitter and Instagram have been joined by new realities such as Tik Tok, Twitch and Discord, which have opened up new avenues of communication and created new ways of enjoying the game” ends the Gaming Insider analyst.
All this has brought about another major change in modern society: that of employment. Online marketing and communication on social media have made it necessary to create new professional figures, new experts (from social media managers to data analysts via SEO specialists and copywriters), shaking up a labour market that has long been stagnant and in decline. New working frontiers are being chosen above all by the youngest, who represent the real driving factor of change, with an increasing employment rate already after a three-year degree.
Young people are invariably at the heart of online marketing, not only in professional roles but also as the primary target for campaigns. The economic influence wielded by Millennials is escalating continuously. Consequently, it is vital for companies to engage with this demographic effectively, inviting their participation and actively involving them in the marketing process to nurture brand loyalty. This is why efforts are being encouraged towards fostering feedback, interaction, assistance, and everything else that promotes transparency and a direct relationship with the user. Such an approach is currently the only feasible way for today’s businesses to ensure sustained growth into the future, and to keep pace with a society that is perpetually evolving.
