{"id":112878,"date":"2022-12-06T06:42:00","date_gmt":"2022-12-06T06:42:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/marketingtrends-2023-del-2-disse-fire-udviklinger-er-afgorende-for-succesfuld-markedsforing-i-e-handel\/"},"modified":"2022-12-06T06:42:00","modified_gmt":"2022-12-06T06:42:00","slug":"marketingtrends-2023-del-2-disse-fire-udviklinger-er-afgorende-for-succesfuld-markedsforing-i-e-handel","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/da\/blog\/marketingtrends-2023-del-2-disse-fire-udviklinger-er-afgorende-for-succesfuld-markedsforing-i-e-handel\/","title":{"rendered":"Marketingtrends 2023 (Del 2) \u2013 disse fire udviklinger er afg\u00f8rende for succesfuld markedsf\u00f8ring i e-handel"},"content":{"rendered":"

E-handels-trends 2023 ber\u00f8rer forskellige omr\u00e5der af online-handel. I vores sidste indl\u00e6g har vi n\u00e6rmere belyst trends inden for e-handelsstrategier. Men ogs\u00e5 inden for markedsf\u00f8ring \u00e5bner der sig nye muligheder, og allerede kendte kanaler vinder yderligere betydning. Vi kaster et n\u00e6rmere blik p\u00e5 de vigtigste marketingtrends 2023 i e-handel: Dette b\u00f8r online-handlere v\u00e6re s\u00e6rligt opm\u00e6rksomme p\u00e5 i det kommende \u00e5r.<\/p>\t\t

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\n\t\t\t\t\t\t\t\n\t\t\t\t\t\"Amazon-Trends\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\tDel 1: E-handels-trends 2023 \u2013 disse tre udviklinger pr\u00e6ger e-handelsstrategierne i det kommende \u00e5r<\/a>\n\t\t\t<\/div>\n\t\t\t
\u00c5ret 2022 n\u00e6rmer sig langsomt sin afslutning. Mange udviklinger har ogs\u00e5 i \u00e5r p\u00e5virket online-handlere og givet nye impulser til e-handel. Med det kommende \u00e5rsskifte er det nu tid til at se p\u00e5 e-handels-trends 2023. Bliv opdateret nu!<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>
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\n\t\t\t\t\t\t\t\n\t\t\t\t\t\"E-Commerce:\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\tDel 3: Logistiktrends 2023 \u2013 disse tre udviklinger inden for e-handel b\u00f8r online-handlere bestemt v\u00e6re opm\u00e6rksomme p\u00e5<\/a>\n\t\t\t<\/div>\n\t\t\t
For e-handel er logistik en s\u00e6rlig udfordring. Is\u00e6r p\u00e5 grund af den konstant voksende ordrebeholdning og de dertilh\u00f8rende utallige pakker og destinationer. Pakker f\u00e5r mange handlere til at n\u00e5 deres gr\u00e6nser. Logistiktrends vil v\u00e6re vigtige i 2023!<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n

Marketingtrends 2023 \u2013 Kunder \u00f8nsker at opleve det ekstraordin\u00e6re<\/h2>

Markedsf\u00f8ringen i online-handel \u00e6ndrer sig i dag dynamisk med kundernes behov. Dette ses is\u00e6r i de markedsf\u00f8ringsveje, der i de seneste \u00e5r er blevet mere omfattende. Men ikke kun kanalerne, ogs\u00e5 teknologierne har udviklet sig og tilbyder nye, innovative kundeoplevelser. For netop det handler det ogs\u00e5 om marketingtrends 2023 i e-handel<\/a>: en unik kundeoplevelse.<\/p>

1. Social er konge i e-handel: Voksende betydning af sociale medier<\/h3>

Ikke at undervurdere er e-handels-trenden mod social commerce samt discovery commerce p\u00e5 sociale medieplatforme. P\u00e5 den ene side vedr\u00f8rer denne trend e-handelsstrategierne. P\u00e5 den anden side har social commerce ogs\u00e5 en v\u00e6sentlig indflydelse p\u00e5 markedsf\u00f8ringen af online-handlere. \u00c5rsagen: P\u00e5 sociale medier g\u00e6lder der andre lovm\u00e6ssigheder end f.eks. i klassisk e-mail-markedsf\u00f8ring. Dette ses is\u00e6r gennem det stadig mere relevante discovery commerce. Her “finder” produkter potentielle kunder baseret p\u00e5 de oplysninger, som \u2013 i dette tilf\u00e6lde \u2013 Facebook sporadisk viser i brugerens feed i forhold til brugerinteresser.<\/p>

Generelt g\u00e6lder det p\u00e5 sociale medier: Shoppingoplevelsen er s\u00f8ml\u00f8st integreret i underholdningsoplevelsen. Johannes Altmann, grundl\u00e6gger af Shoplupe, bekr\u00e6fter betydningen af discovery commerce: \u201eEt brugerunders\u00f8gelsesprojekt, jeg har gennemf\u00f8rt, har vist, at forbrugere ikke f\u00f8ler sig inspireret af online-butikker. Vi bygger visse inspirerende butikssider, og nogle spontane k\u00f8b opst\u00e5r, men disse er ofte baseret p\u00e5 kombinationen med attraktive priser og tilbud. Produkter skal finde deres kunder, og det g\u00f8r de p\u00e5 Facebook eller Instagram.\u201c<\/p>

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\u201eEt brugerunders\u00f8gelsesprojekt, jeg har gennemf\u00f8rt, har vist, at forbrugere ikke f\u00f8ler sig inspireret af online-butikker. Vi bygger visse inspirerende butikssider, og nogle spontane k\u00f8b opst\u00e5r, men disse er ofte baseret p\u00e5 kombinationen med attraktive priser og tilbud. Produkter skal finde deres kunder, og det g\u00f8r de p\u00e5 Facebook eller Instagram.\u201d<\/span><\/p>\nJohannes Altmann, grundl\u00e6gger af Shoplupe<\/cite><\/blockquote>

Is\u00e6r Generation Z rykker ind i marketingfokus for online-handlere. De opholder sig ikke kun meget p\u00e5 sociale medieplatforme, men forventer ogs\u00e5 i stigende grad at finde en integreret shoppingoplevelse der. Trenden mod social commerce viser sig ikke mindst gennem de stadig mere udbyggede e-handelsfunktioner, som is\u00e6r Facebook og Instagram tilbyder virksomheder. Salgspotentialet p\u00e5 sociale medier forventes at stige yderligere i 2023.<\/p>

2. AR, VR, AI, Metaverse og NFTs \u2013 innovationskraft for online-handel<\/h3>

Onlinehandelen vil i det kommende \u00e5r mere end nogensinde komme i kontakt med innovative teknologier som augmented reality, virtual reality, kunstig intelligens, metaverset og non-fungible tokens. Allerede nu tester store virksomheder som Adidas<\/a> eller Zalando<\/a> VR-applikationer for at holde kontakten med handlere og kunder samt pr\u00e6sentere nye produkter og butikker. De stigende tests blev drevet af corona-pandemien. Handelen m\u00e5tte hurtigt reagere og finde nye kontaktmuligheder til kunderne.<\/p>

For handlere kan AR- og VR-applikationer f.eks. i online-butikken v\u00e6re fordelagtige til produktpr\u00e6sentation \u2013 hele pop-up-butikker, som Zalando har testet i Madrid, er dog stadig mere undtagelsen. Ogs\u00e5 mindre applikationer kan tilbyde kunderne en v\u00e6rdifuld service og dermed en bedre kundeoplevelse, f.eks. inden for t\u00f8jsegmentet: Her kan VR hj\u00e6lpe med at f\u00e5 et indtryk af t\u00f8jet p\u00e5 egen krop, inden k\u00f8bet, og det med kun f\u00e5 klik.<\/p>

AI vil igen spille en v\u00e6sentlig rolle i e-handels-trends 2023 for personalisering af indhold og produktforslag \u2013 mere om dette under punkt syv. Metaverset samt digitale samlerobjekter, s\u00e5kaldte non-fungible tokens (NFT’er), f\u00e5r is\u00e6r i e-handelsmarkedsf\u00f8ring mere opm\u00e6rksomhed. Metaverset og NFTs betragtes allerede nu som en lovende mulighed for v\u00e6sentligt at styrke kundeloyaliteten. S\u00e5ledes kan handlere bruge NFTs til at tilbyde kunderne eksklusive digitale produkter eller rabatter p\u00e5 en sikker m\u00e5de.<\/p>

Metaverset kan desuden fungere som et udvidet salgsrum til at pr\u00e6sentere nye produkter for f\u00e6llesskabet. Hvordan metaverset og NFTs pr\u00e6cist vil udvikle sig, er dog stadig usikkert, som Hagen Meischner, partner manager hos Shopify, p\u00e5peger: \u201eM\u00e5ske udvikler metaverset sig engang til en digital videokonferenceplatform eller noget lignende, og NFTs kan integreres i andre teknologier for at \u00f8ge sikkerheden ved digitale transaktioner. Men jeg tror ikke, at NFTs p\u00e5 lang sigt vil sl\u00e5 igennem som selvst\u00e6ndige digitale produkter, som forbrugerne k\u00f8ber.\u201c<\/p>

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\u201eM\u00e5ske udvikler metaverset sig engang til en digital videokonferenceplatform eller noget lignende, og NFTs kan integreres i andre teknologier for at \u00f8ge sikkerheden ved digitale transaktioner. Men jeg tror ikke, at NFTs p\u00e5 lang sigt vil sl\u00e5 igennem som selvst\u00e6ndige digitale produkter, som forbrugerne k\u00f8ber.\u201d<\/span><\/p>\nHagen Meischner, partner manager hos Shopify<\/cite><\/blockquote>

3. Bruger-genereret indhold i markedsf\u00f8ring for mere trov\u00e6rdighed<\/h3>

N\u00e5r vi taler om f\u00e6llesskabet: E-handelsvirksomheder b\u00f8r i 2023 satse endnu mere p\u00e5 indholdsmarkedsf\u00f8ring, der er skabt af brugere for brugere. Bruger-genereret indhold (UGC) er stikkordet for mere trov\u00e6rdighed i indholdsmarkedsf\u00f8ring. Uanset om det er kunde-fotos eller -videoer \u2013 indhold, der er skabt af kunder for andre kunder, er langt mere effektivt end ren brand-reklame, der er poleret til perfektion. Hvor vigtigt bruger-genereret indhold vil v\u00e6re for e-handelen i det kommende \u00e5r, viser sig blandt andet i unders\u00f8gelsesstatistikker: S\u00e5 angiver 66 procent af de 19- til 26-\u00e5rige, at de l\u00e6ser kundeanmeldelser f\u00f8r onlinek\u00f8b<\/a>. For handlere betyder det, at der skal v\u00e6re mere fokus p\u00e5 UGC og mindre p\u00e5 h\u00f8jglans-reklame.<\/p>

4. Personligt i stedet for masse \u2013 personalisering forbliver succeskriterium<\/h3>

Det samme g\u00e6lder for emnet kundekommunikation. En personlig henvendelse forventes nu allerede af flertallet af kunderne. I en Sendcloud-unders\u00f8gelse<\/a> bekr\u00e6ftede 52 procent af de adspurgte allerede for to \u00e5r siden, at de \u00f8nsker personaliserede tilbud fra handlere. Trenden mod personalisering tager mere og mere fart hvert \u00e5r. Den personlige henvendelse er derfor en af de vigtigste e-handels-trends i 2023. Dette g\u00e6lder dog ikke kun for tilbud, men ogs\u00e5 for kundesupport. Handlere b\u00f8r sikre, at kunderne kan f\u00e5 personlig support \u2013 dette kan f.eks. g\u00f8res meget godt ved at integrere en live chat, som samtidig tilbyder en ny kundeoplevelse.<\/p>

Succeskritisk: Fokus p\u00e5 autenticitet, personalisering og sociale medier<\/h2>

Markedsf\u00f8ringen i e-handel vil i det kommende \u00e5r skulle s\u00e6tte endnu mere fokus p\u00e5 personalisering af indhold for at n\u00e5 kunderne. Et vigtigt punkt er desuden autenticitet. I stedet for h\u00f8jglans-markedsf\u00f8ring spiller community management og bruger-genereret indhold en afg\u00f8rende rolle, s\u00e5 kunderne, m\u00e6rkerne og virksomhederne f\u00f8ler sig forbundet. Derudover vil markedsf\u00f8ring i stigende grad blive integreret i kundeoplevelsen \u2013 is\u00e6r p\u00e5 sociale mediekanaler.<\/p>

Bildkredit: \u00a9 AAYDESIGN – stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

E-handels-trends 2023 ber\u00f8rer forskellige omr\u00e5der af online-handel. I vores sidste indl\u00e6g har vi n\u00e6rmere belyst trends inden for e-handelsstrategier. Men ogs\u00e5 inden for markedsf\u00f8ring \u00e5bner der sig nye muligheder, og allerede kendte kanaler vinder yderligere betydning. Vi kaster et n\u00e6rmere blik p\u00e5 de vigtigste marketingtrends 2023 i e-handel: Dette b\u00f8r online-handlere v\u00e6re s\u00e6rligt opm\u00e6rksomme p\u00e5<\/p>\n","protected":false},"author":3,"featured_media":23445,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[642,660],"tags":[],"class_list":["post-112878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-handel-online-detailhandel","category-tips-tricks-2"],"yoast_head":"\nE-handel: Disse markedsf\u00f8ringstrends vil v\u00e6re afg\u00f8rende i 2025<\/title>\n<meta name=\"description\" content=\"Hvilke markedsf\u00f8ringstrends 2025 skal detailhandlere i e-handel bestemt holde sig for \u00f8je? 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