13 takeaways from the INVEHITY mini conference by Invelity

It is great that events developing companies active in e-commerce also happen outside Bratislava. This time the clever people from Invelity organised a mini conference in Poprad with a discussion on the topic „How to find your way in the world of digital marketing”, from which we bring you the freshest news.

And why 13? No, it is not because it is a magic number. That is simply how many we remembered and wrote down in our notes. What matters is not how many there are, but what information they carry :)

Strategy in digital advertising

1, Do not build your business on advertising alone and on waiting for it to bring you money on its own. Optimise your marketing spend. Focus on your customer – get to know them, analyse them, write down the details – everything you can give or offer them at a given moment (a discount, a gift, a coupon, …), encourage them to buy repeatedly and win their heart = customer lifetime value. Let the customer always be the centre of your attention.

2, Not digital growth but digital optimisation is what you need to focus on.

3, Data, data, data – besides macro conversions (completing an order, downloading the newsletter, submitting a contact form, …) it is important to track micro conversions too (scrolling on a blog, playing a video, …). Between 8% and 12% of the users who complete micro conversions are heading towards fulfilling the main, macro goal.

4, Measuring conversions = the gateway to automating ads. Put simply, your ads will be optimised and delivered correctly based on quality conversion data.

5, Evaluate and measure your margin too. It is important to maximise the order value, but also the profit.

6, Do you prepare your marketing activities with the STDC model (see, think, do, care) in mind? If not, you should start as soon as possible. It increases your potential for growth and profit. Think about the customer from the moment their need arises all the way to the purchase, and adapt your marketing activities accordingly.

Source: Invelity

Changes and trends in web analytics

7, The end of Universal Analytics – the current Google Analytics will stop measuring hits on 1 July 2023. No data will be kept, so back it up as soon as possible. The ideal moment to switch on and activate the new Google Analytics 4 is 1 July 2022, to make year-on-year comparisons easier.

8, What about those unfortunate cookies, which became a serious matter on 1 February 2022? One thing is certain – we are already losing some data because of blocking by iOS, Safari and Mozilla. We will lose some more when a user withholds consent. Plenty of it can be saved, though :) For example with a dark background on the request, by putting the reject option last in the layout of the elements, playing with colours and text, and so on. There are more options. The main thing is not to give up. Oveckarna.sk, for instance, handled it in this rather sweet and amusing way:

Source: oveckaren.sk

Social media

9, Instagram news – a poll in stories with the percentage split of answers, the option to add an interactive link, a feed split into followed and favourites, tagging products in the feed, 90s reels

Predictions – a new „scheduled“ sticker in IG stories, a paid content feature, a new integrated feed feature (stories, reels and posts in one place), editing posts directly in the feed

Source: Invelity

A big change is the setting of the IG algorithm – a focus on unique and authentic content = rewarding unique creators with greater reach and engagement.

10, Facebook news – reels on FB as well, along with testing various reactions Predictions – longer voice messages of 1 to 30 minutes, sending advertising messages through Messenger, notifications in the form of pop-up bubbles in Messenger

11, TikTok news – stories, a dislike button in comments Predictions – subscriptions for creators, live broadcasts of interviews, videos up to 10 minutes long, a group chat feature

12, LinkedIn news – the option to set a career break, new analytics for LinkedIn posts, a new podcast network Predictions – switching off political posts

Is your e-shop ready for 2022?

13, Do not be afraid of change and automate everything you can: the welcome e-mail, discounts, creating coupons, detecting fraudulent orders, abandoned carts, customer segmentation, exports for couriers (including through a connection to Neoship), marketing exports, discounts, coupon creation and much more. The right investment will pay you back in a short time. And with interest :)

We hope these short takeaways have helped you get a better grasp of the news on the e-commerce market. If you need advice, want to get your bearings in logistics or automate the dispatch in your e-shop, do not hesitate to write to us.