The Future of Digital Marketing: TikTok Commerce, Dark Social, and the Evolution of SEO
Insights from SALESmanago’s Research on Retail Marketing
As we zoom into the future of digital marketing, one fact stands out: traditional SEO is on the edge of a cliff. Recent research from SALESmanago, a premier Customer Engagement Platform, reveals a startling prediction: 73% of eCommerce and retail marketers believe that traditional SEO will be obsolete by 2026. This insight is not just a statistic; it’s a wake-up call for marketers navigating an increasingly complex digital landscape.
This survey, which included responses from 150 marketers across the UK, Poland, and Italy, highlights several challenges facing the European eCommerce market today. The results indicate that marketers are struggling with changing consumer behaviors, fragmented platforms, and rapid technological disruptions.
Key Findings from the SALESmanago Report
The survey yielded some noteworthy insights:
- SEO Extinction: A staggering 73% of marketers predict that traditional SEO will become a thing of the past by the end of 2026.
- Trade in Social Commerce: 44% of respondents report increasing demand for social commerce, with 35% investing in AI-driven tools to adapt.
- Dark Social Conundrum: 63% indicate that private platforms like WhatsApp and Instagram DMs complicate the measurement of web traffic.
- Pressure for Personalization: 51% are grappling with rising consumer expectations for tailored experiences.
- Spotlight on Sustainability: 41% acknowledge that eco-conscious consumers are reshaping their marketing strategies.
A Deeper Dive: Q&A with Brian Plackis-Cheng, CEO of SALESmanago
To unpack these findings, we sat down with Brian Plackis-Cheng, SALESmanago’s CEO, for an insightful dialogue:
Understanding Modern Marketing: What’s Driving Change?
WM: Can you elaborate on your recent study’s themes and objectives?
Brian: Our survey aimed to delve into retail marketing trends, focusing on platform fragmentation, technology disruption, and consumer behavior shifts. It targeted eCommerce marketers across key European markets.
The Decline of Traditional SEO
WM: The finding that 73% view traditional SEO as obsolete is staggering. What drives this sentiment?
Brian: Respondents highlighted the complexity of consumer journeys—they’re no longer linear and extend across multiple platforms. Traditional SEO’s reliance on static keywords fails to capture this dynamic landscape, prompting the demand for real-time intelligence and personalized engagement strategies.
What Lies Ahead: The Tools for Tomorrow
WM: What replaces SEO as a fundamental marketing tool?
Brian: Marketers are turning to real-time insights, personalized strategies, and tools such as AI-powered platforms and Customer Data Platforms (CDPs). In essence, they’re embracing omnichannel marketing automation to create seamless cross-channel customer experiences while harnessing social commerce to captivate consumers.
The Rise of TikTok and Social Commerce
WM: What trends indicate the efficacy of social channels like TikTok?
Brian: TikTok is rapidly becoming a driving force in commerce. 44% of marketers recognized its growing role in social commerce. Hence, 35% are investing in AI tools to enhance content and offers tailored to user preferences on these platforms.
Navigating the Dark Social Landscape
WM: The concept of "Dark Social" is fascinating. Can you break down this term for us?
Brian: Dark social refers to the sharing of content that occurs in private channels like WhatsApp and Instagram DMs. This creates a blind spot for marketers as user traffic cannot be measured using conventional analytics.
To leverage dark social effectively, marketers must create engaging, shareable content optimized for these private environments. Tools like UTM parameters can help track traffic sources, while platforms specializing in dark social analytics offer a glimpse into user interactions.
The Imperative of Personalization
WM: Personalization seems to be a significant theme. How critical is it for marketers?
Brian: Personalization is non-negotiable; 51% of marketers are struggling to keep up. Consumers expect brands to anticipate their needs, deliver bespoke recommendations, and communicate on their preferred channels. Effective personalization fosters loyalty and conversions, offering a competitive edge.
Addressing the Challenges of Personalization
WM: Given the vast data available, why do brands still struggle with personalization?
Brian: The main hurdle is integrating fragmented data from multiple touchpoints, which many brands lack. Without a unified system, brands find it difficult to translate consumer data into actionable insights. Achieving effective personalization that complies with data regulations requires advanced AI tools and clear segmentation strategies—resources that are often not utilized optimally.
The Role of Sustainability in eCommerce
WM: Any final insights from your report?
Brian: Sustainability is gaining traction, with 41% of marketers adapting their strategies for eco-conscious consumers. Brands aligning with ethical and environmental concerns stand to gain a competitive advantage in today’s market.
Conclusion: Embracing Change in Digital Marketing
The landscape of eCommerce and retail marketing is shifting under our feet. As traditional SEO gives way to a more dynamic, interaction-driven approach, marketers must innovate continuously. Harnessing tools like AI, focusing on personalization, and understanding the implications of dark social will be vital for success. Embracing these changes is not just wise; it’s essential for survival in a rapidly evolving digital world.
For further insights into the future of eCommerce, explore additional resources like HubSpot and Shopify.
