Data privacy is high on the minds of online sellers, and for good reason: Regulators in China, Europe and North America care, and iOS 14.5 has allowed many consumers to opt out of data tracking, with negative consequences for companies that have relied on accurate Facebook ads. targeting.
With these and other factors in mind, Ben Barr, president and co-founder of e-commerce marketing platform Octane.ai, shared his e-commerce predictions for 2022:
- Personalization and zero-party data become critical.
- E-commerce includes 3 webs and NFTs, but what would that look like?
- Direct shopping has become mainstream.
- Slow but gradual improvement in the supply chain.
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If you are running a brand for a startup e-commerce company, this is a helpful overview; Barr is even considering whether startups need to start putting NFTs on their virtual shelves this year.
“I am also keen to see brands use loyalty and reward tokens, which is a topic I have heard people discuss but not yet embrace.”
My expectation: We will be publishing many more articles in 2022 with tip-free data-collection tactics. Google has temporarily postponed its plan to stop third-party cookies until the latter half of 2023, which means the ad technology landscape will undergo tectonic shifts.
We have more expert-written posts with the 2022 forecast in the pipeline, so stay tuned for that!
Thank you very much for reading,
Senior Editor, TechCrunch +
OpenSea made sense with a $13 billion valuation
OpenSea’s valuation has skyrocketed in the NFT market, but at $13.3 billion, its revenue doubling isn’t very high compared to other software companies, Alex Wilhelm writes in The Exchange.
“The new OpenSea valuation looks cheap compared to the recent fundamentals, but it’s a bit expensive when we consider the amount of boom and bust in the market.”
After speaking to marketing leaders for a year, here’s my advice to CEOs
This is a great time to start a startup, but if you’re trying to grow a company – well, winter is coming.
We’ve already noticed the effects of new data regulations and consumers’ growing desire for more privacy, but here’s another track record of bad news: As a percentage of company revenue, marketing budgets fell from 11% in 2020 to 6.4% last year.
“This is the lowest percentage earmarked for marketing in the history of the Gartner Annual CMO Expenditure Survey,” the research firm stated.
Rebecca Lin, co-founder and general partner at Canvas Ventures, has had dozens of conversations with early stage founders in recent months.
In a TechCrunch+ guest post, she covers “downward pressure on efficient marketing dollars” and shares several strategies that lead to results – as well as some “crazy” ideas that “seem silly at the time”.
IPO of Cuban-backed Fintech Dave Puts SPACs to the Test
As a startup with relatively good financial performance, consumer financial services startup Dave could have waited its time for an initial public offering. Instead, she chose the SPAC route.
While the decision brought benefits, CEO and co-founder Jason Wilk said, the fact that a handful of less-than-stellar SPAC lists emerged at the same time brought some problems as well.
“If I could do it again, I think it would be the same price discovery and capital secured without the SPAC name attached to it, just because it was unfair.”
5 Marketing Growth Predictions for 2022
The latest guest column with forecasts for the coming year isn’t just about forecasting: Growth expert Jonathan Martinez shares several tactics early-stage companies can use to capitalize on these trends.
Among other topics, Martinez shared ways to increasingly test ads, his thoughts on video ads and influencer marketing, and some thoughts on privacy changes on Facebook and iOS 14.
“I think we will start to see massive investment by Facebook and other social media platforms to keep users on their platforms, where they will still have access to first-party data,” Martinez wrote.
Where will our data go when the cookies are gone?
Digital advertising has changed a lot in the past year, and it is bound to change even more when Google bans third-party cookies from Chrome next year.
For publishers, this means that ad dollars should be spent wisely on strategies that maximize ad monetization without relying on old methods, writes James Avery, founder and CEO of Kevel.
In a deep dive into the changing world of advertising, Avery explains how publishers will have to prioritize first-party data to gather user insights, the importance of gated garden advertising solutions, and why standardized identifiers cannot be sustainable in the long term.
Cybersecurity startups in Israel set another record year in 2021
Cybersecurity startups in Israel raised $8.84 billion last year, more than triple the amount raised in 2020 ($2.75 billion), according to YL Ventures’ State of the Cyber Nation 2021 report.
“Cybersecurity in Israel has become a polarized market that accepts only two types of startups: potential rhinos and actual rhinos,” wrote Yonet Wiseman, Coordinator at YL Ventures.
Venture capital and founders are bullish on the upside as public markets flash warning signs
General software stocks have lost a fair amount of their value so far this year, but valuations of startup companies have continued to rise, seemingly unaffected by deteriorating markets’ opinion, Alex Wilhelm writes.
“Startups had the best hope that private investors would be right to benchmark strongly on emerging growth rates compared to other traditional private market metrics.
If not, everyone will be left with a portion of the bag when subsequent rounds are not completed with higher prices.”