This week we are discussing what trends to expect in 2023
To look forward we have to look back at the trends that we saw this year. They are often an indicator of what to expect next year. We will also take into consideration the external factors that are coming into play more this year.
Looking back at 2022:
In 2022 we saw considerable growth within the Amazon marketplaces globally with new marketplaces such as Sweden, Egypt,Turkey, India, Mexico, Australia and the Netherlands. On that basis we can assume that for 2023 that more regions will be added to the mix again this year making global expansion and international marketplaces an option. We have also seen the ability to manage multiple marketplaces from a single sponsored ad account. We expect to see this kind of international management of accounts expand to make it quicker and easier to do multi-region campaigns. However with that comes the complexities of multi-lingual support and translations. We have seen some additional support from the Amazon platform but as advertisers we need to ensure that we are aware of the complexities and intricacies surrounding culture and language. As such, we will see campaigns needing to be carefully thought through and those who take this into account will be better positioned to excel in new markets.
Amazon DSP has had quite a lot of attention in 2022… So why has that been and what does that suggest for 2023?
Amazon DSP has expanded its capabilities particularly in terms of management of campaigns and reporting.
The full list of Amazon DSP announcements: https://advertising.amazon.com/resources/whats-new?subpageType=Whats%20new&relatedProducts=Amazon%20DSP
Externally we have seen the death of cookies for advertising. This comes into effect more in 2023 and other platforms and advertisers rely on cookies and 3rd party data to target potential customers. This is where Amazon and particularly non-endemic advertisers may find that they excel using the Amazon platform. Amazon has plenty of first party shopping data for external advertisers to be able to use to target their potential customers off platform. Amazon were one of the first advertisers to jump into DSP ads and as a result they are likely to lead the way with this approach and save marketers the headaches that come with no longer being able to use 3rd party cookie data. Bring on true ad personalization and targeting.
Are we likely to see more audio purchases through Echo? Or is that dead?
What about intelligent purchasing and predictive purchasing?
What other trends can you think of that might be coming up?
That’s a wrap for this week! We hope you have a great festive break, thank you for listening and we look forward to hearing from you with your thoughts on what’s coming this year! If you want to recommend a topic for any of our podcasts next year give us a shout on social media or get in touch via our website with your suggestions. We are always happy to hear from you!
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