As a result of the current pandemic, digitalisation has accelerated. To stay ahead of competition, it is essential to be distinctive online. Personalisation and omnichannel appear to be seen as the most important trends for 2022 by a majority of e-commerce companies. Here are some trends listed for you.

Personalisation

And the numbers don't lie. Research shows that applying personalisation can increase conversion by as much as 20% AND 80% of customers buy more often when some form of personalisation is applied.

A data-driven omnichannel strategy combines the traditional omnichannel sales strategy with customer data gathering. Here, data collection plays an important role. These can be used to personalise customers' shopping experience. By tying the right data together, you can build complex customer profiles, allowing you to be more responsive in delivering unique user experiences.

Branding

More people are buying online, more brands are active online, there are more online channels, more online content. We get it. 'Winning online' is tough. But in the quest for online success, brands have allowed results to override branding. Meaning is more important than ever and consumers are increasingly buying from brands that align with their own values. So tell your story and create a flood of authentic content. Combine tech, data and creativity, but never lose sight of the human touch!

SEO trends

1. on-SERP SEO even more important
   In Dutch, this is called the 'search engine result page'. It is the page a search engine displays when a search query is entered. The search engine strives to make the SERP as relevant as possible based on the search query. Traditional organic rankings (blue links) will no longer be enough for good organic visibility. Not only does Google display search results in text and links, but also in videos, images, additional links, Google businesses and featured snippets. It is also the case that Google tries to answer queries already in the SERP, which therefore makes it impossible to click through. So the goal is not only to rank high in search results, but also in featured and rich snippets and among the businesses from Google maps that Google presents.
2. Content
   This is no longer news by now. Within SEO, it is important that the content on pages is especially relevant. For Google, it is important that they provide the page with the most relevant information to a user. Does your content match the answer Google thinks the user is looking for? Then this will have a positive effect on your rankings.
3. Voice search
   This still seems far in the future, but in the meantime this is an interesting development to keep an eye on. Virtual assistants like Google, Siri or Alexa are being used in more and more households. They are also starting to handle more and more local and customised searches instead of just short, informative queries. For example, think of questions like "Are there any cafes available where I can work today?", "What time is it open?", "What's on the menu?". So it is important to relate this type of information to the search algorithm. Think about what users might ask about the topic.

Email marketing trends

1. Newsletters
   Newsletters have long been seen as a must of any email marketing plan. Emails, on the other hand, have become more than just a conversion tool. Putting together bite-sized news stories, breaking pieces and industry updates in your newsletter is a great way to provide value to your subscribers. You can quickly stretch information that is engaging, digestible and relevant by providing story summaries and referring to reliable sources.
2. Privacy
   Therefore, sending e-mails to your mailing list requires some privacy rules. Email recipients are more concerned than ever about their privacy and are more aware of how their data is being used. This goes beyond simply ensuring compliance with AVG legislation. To gain their trust and loyalty, you need to make sure you live up to their expectations and make sure privacy is at the heart of all your email campaigns.
   So:

• • keep data privacy laws up to date regularly and remain honest with customers;
  • Use your emails to notify customers of future data privacy changes;
  • Emphasise that you are protecting recipients' data. This will also help promote your company's ethics.

Digital Advertising trends

1. Cookies
   Previously, rising consumer concerns about privacy were mentioned. This also affects cookies. With developments in third-party cookies and thus privacy concerns, it is becoming increasingly difficult to identify individuals for advertising purposes. First-party data is therefore more important than ever. It enables organisations to realise a centralised customer view with which advertising offers the ultimate, personalised and therefore most relevant experience.
2. Social commerce
   In the US and China, it has already become indispensable. The rise of social commerce in the Netherlands is expected to make considerable strides. Purchases via social media will continue to grow and that is why it is important to be well prepared. You can do this, for instance, by already setting up your feed and your social shops properly!
3. Marketplaces
   You know them, Bol, Amazon, Home Delivery, all marketplaces. Even in 2022, marketplaces will continue to grow. Customers will continue to buy products on platforms where they are, so be present where your customer is. Think about how to include marketplaces in your strategy. In addition, think about how to handle products that you offer on marketplaces as well as your own channel.