The marketing techniques most frequently employed in the world of eCommerce in 2023 are the same that have been used for time immemorial. After all, human psychology doesn’t change, and even the most disruptive technology is no good to brands and retailers if it doesn’t increase sales. Take the notion of promotional offers – they are still employed as the primary means of achieving customer conversions in sectors such as the iGaming industry. Here, comparison platforms like oddschecker collate sign-up offers and other bonuses available for online casinos into one place. Many new patrons of said affiliate providers find their way to them through this method.
This is a classic example of the maxim ‘If it ain’t broke, don’t fix it’. When an industry known to push the envelope of emergent technologies by using everything from cryptocurrencies to virtual reality, maintains bonuses as their chief conversion model, it speaks volumes to the efficacy of this core marketing strategy.
But there’s no denying that things are changing in eCommerce today. Factors such as greater competition online and more high-street revenue undergoing digital conversion are contributing to the emergence of new trends such as those outlined below. Keep an eye out for these over the next 12 months.
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Greater ‘Real World’ NFT Applications
Now that the excitement around NFTs as collectible items has died down, the tangible applications are beginning to come to the fore. The next 12 months will see an increase in the use of NFTs as a form of secure identification or transferable ‘bills of sale.’ For example, NFTs are being used now as digital event tickets that are both falsifiable and transferable. Another key application is using NFTs as ownership certificates of physical assets, including real estate.
Increasing Role for AI
OpenAI’s cutting-edge language model, ChatGPT, has been making headlines recently and for good reason. Systems like this will be able to move beyond the limited chatbots currently employed by brands and organisations and will significantly reduce the load and requirements on customer service providers.
Growth of Alternative Payment Providers
More people than ever are using e-wallets and alternative payment protocols – from PayPal to Apple Pay and Cash App. Consumers are increasingly coming to expect and rely on brands keeping pace with this pivot to alternative payment providers. The long term suggests that crypto could one day join these, but that will likely require a coin tied to fiat to become feasible in the immediate future.
