It’s always a tricky exercise to look ahead to digital acquisition trends at the start of a new year and make the announcements. We could talk about the MetaVerse or NFT, but at Effinity, we like to be pragmatic. This pragmatism leads us to tell you about projects that you can make a reality at the start of the year, and our constant monitoring will enable us to tell you about other subjects when they become reality. This year, we’ve identified 4 major trends on which we’ll be focusing our energies, in no particular order of priority.
Trend: digital pluralism
Digital consumption has never been so diffuse: more media, more websites, more social platforms, and Internet users are scattered throughout their browsing. To help you avoid any gaps in your media mix, we’ve drawn up a 5-pillar strategy for digital acquisition:
The traditional subjects of user targeting, product/offer referencing and theming have been enriched and complemented by community and retail media approaches, the major trends of this digital pluralism.
Trend: Data and measurement
Data, and measurement in particular, are subjects that are set to change again this year. Respect for private data and the end of third-party cookies in 2023 will force us to move towards First Party and ServerSide logics. And in-store sales will become a prerequisite for omnichannel sales.
Trend: creativity always…
Creativity will also be on the agenda. After several years without any real developments in this sector, we see a growing need for more immersive creative (product presentation in 3D or virtual and augmented reality) and more interactive creative (conversation generators). Studio Effinity is ready to support you.
Trend: eco-responsibility
Finally, eco-responsibility is an even more important topic for the new year. That’s why we’re addressing it in the following three areas: Effinity’s carbon footprint, the carbon footprint of acquisition campaigns and better communications on the subjects of second-hand goods, reconditioning, short circuits and made in France / Europe. As you’ll have gathered, we’re not making predictions à la Madame Irma, but rather priorities for support in the new year. A new year for which the entire Effinity team wishes you all the best.
