The Future of Digital Marketing and E-Commerce

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iForum-2023– is an event that for the thirteenth time brought together specialists in the digital sphere. The conference featured leading specialists who support Ukraine and Ukrainians in difficult times. Many topics were discussed: from artificial intelligence to e-commerce. In this material, we want to share interesting theses withspeeches by Andrey Dligach, founder of the Advanter Group of companies.

During his speech, Andrey talked about the future of the marketing sphere, shared trends for the coming years, and explained why it’s time to forget about B2B2C models. Read on to learn more about this and more!



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What is marketing today and what to prepare for in the future
As Andrey Dligach notes in his report, Ukrainian marketers should stop viewing Ukraine as a single market. Instead, they need to act more openly and focus on the global economy. All this is connected with the emergence of new technologies - artificial intelligence, virtual and augmented reality, deep machine learning. The emergence of new opportunities is a great way to create something fundamentally new, to organize business differently, based on a deep understanding of economic processes.

Not only marketers, but also other digital specialists will have to rethink marketing, economics and business, because this will help to focus on the future. Andrey notes that there is no point in clinging to the old, because humans have already lost the competition with AI, and we need to get used to it. We need to adapt to life in a demonetized world, where most of the work will be done by artificial intelligence.

E-commerce and Marketing Trends in the Coming Years
According to Andrey, the main platforms for sales in the near future will be social networks - Instagram, YouTube, TikTok, Facebook, etc. At the same time, general marketplaces like Amazon and Rozetka will remain in the past.

Another important trend is hyperpersonification . This means that the brand should provide the client with an offer when needed; as needed, and where needed. Andrey Dligach also advises marketers to forget about audience segments, because this is an outdated approach. A person behaves differently depending on the situation, and in different situations a person can be a representative of different segments. Of course, we must not forget about digitalization: a person must be “digitized” for both offline and online retail.

As for marketing trends, Andrey notes that they do not concern some distant future, but the reality in which we already live. We share interesting forecasts in the field of marketing for 2024+:

Shopping in ecosystems . We are talking about the possibility of maximally enriching a person with information once, so that it would be convenient to take all 100% of the costs in the sales system. The supermarket chain "FOZZY" and the hypermarket chain "Epicenter" are on the way to building effective ecosystems.
Implementation of AR technologies that will make shopping more convenient and realistic.
Ensuring instant delivery . It's not just about delivery, it's about setting up the process itself so that it's there when it's needed and how it's needed.
Promotion through live commerce . Growing popularity of collaboration with influencers, live broadcasts with bloggers.
Sales in the process of life . The modern consumer is less and less willing to wander around the store for hours to buy something. That is why sales "on the fly" will grow in popularity, that is, saw and immediately bought. In particular, much attention will be paid to visual sales.
The emergence of new business models . For example, prime subscriptions, new payment methods, etc. Voice search will also grow in popularity.
Tokenization . The trend will soon spread to Ukraine, as the new law "On Virtual Assets" is under consideration by the Verkhovna Rada of Ukraine.
Business will have to look for technologies that are already sufficiently developed, but not yet socially applied and widespread. Society is looking for something new, and that is why modern marketing is again about relationships, integration, partnership, and not about manipulation.

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