For years the main focus of search was the results – or more specifically, the positioning of your brand on the results page. Every business was fighting to get to the top of the SERPs, with first-page ranking being the backbone to search society. However, thanks to Google’s algorithm changes and a rise in consumer awareness, this has since changed. And, rather begrudgingly, we’ve seen the industry pivot towards user experience (UX) – prioritizing user centric content over ranking centric content.

Traditionally, the most successful companies and web shops could successfully collect and purposefully process data. But times are definitely changing. It will become a lot more difficult to do this in the coming years, which means that for many, the foundation of their online marketing strategy could come crashing down. So, what’s the solution?

At Incubeta, I have the pleasure of working with forward-thinking clients who are always seeking a competitive advantage, which also means that I’m frequently exposed to the latest product demos. I find myself constantly immersed in the captivating realm of MarTech, attending exhilarating product demos that showcase the next big tech breakthroughs you never even knew you needed. In this thriving community, yesterday’s startups are fueled by eye watering investments, while last year’s contenders are devoured and reborn with new identities.

Video ads continue to dominate the digital landscape as trends such as #tiktokmademebuyit and YouTube Shorts have become increasingly popular. Social platforms have gained prominence as key places for brand discovery especially among Millennials and Gen Z’s- with users engaging more and more with video content. This has made it important for brands to understand how to harness the power of video ads to drive engagement and connect with their consumers using authentic storytelling.

Businesses that hope to grow and stay relevant as we enter a cookie-less world should be implementing advertising strategies that leverage first-party data, comply with complex privacy regulations, and exceed customer expectations. Whether you’re an endemic business (selling products on Amazon) or a non-endemic business (e.g., banks, insurance companies, etc.), Amazon DSP is one of the most powerful platforms available that can help you future-proof your online strategy.

Amidst economic uncertainty, consumers are tightening their purse strings and being more cautious with their spending. But, in a surprising twist, it seems that the allure of that one big-ticket item they’ve been eyeing is simply too irresistible. People are willing to splurge if the emotional reward outweighs the financial cost, leading to a focus on finding lifetime pieces with emotional value. It’s as if consumers are trying to justify their purchase to themselves, in the midst of a tough economy.