Online marketing is changing faster than ever! Do you run a business and want to promote it online, gain new customers, or simply stay current? Here's a quick overview of the most important trends in Polish and global e-marketing that are worth knowing to stay ahead of the curve.
Artificial intelligence and automation are no longer the future, they are the present!
Not long ago, ChatGPT and AI image generators seemed like a geeky curiosity. Now they're commonplace:
- AI in content creation: Marketers use tools like ChatGPT, Jasper or Copy.ai to quickly write texts, product descriptions or even advertising scripts.
- Personalization on steroids: Thanks to the analysis of internet user behavior, product recommendations and messages have become almost tailor-made, and this also applies to Polish e-shops!
- Automated customer service: Chatbots, voicebots, and automated emails are handling an increasing number of inquiries. Customers don't have to wait for a response, and the company saves time and money.
The Polish perspective: More and more Polish stores and services are implementing AI in customer service and marketing. Email campaign automation tools like MailerLite and FreshMail are becoming increasingly popular, even among small businesses!
Short and Even Shorter Videos Reel, Shorts, TikTok
If you don't have video, it's like you don't exist! Today, the reigning kings are:
- TikTok and YouTube Shorts: You have anywhere from a few to several dozen seconds to grab attention. Short formats are breaking view records.
- Instagram Reels: Brands create several-second tutorials, funny scenes and product presentations.
- Live streaming: Products promoted live are conquering the Internet, see live shopping in Poland and around the world.
In Poland: Many entrepreneurs run profiles on TikTok, and so-called pranksters and marketing experts teach how to acquire customers with simple videos, even if the budget is modest.
SEO is no longer just about keywords, now it's about quality, intention and AI
Google is constantly changing its algorithms. Currently:
- Usability above all: Content on the website must answer users' questions, be readable, valuable, and load quickly.
- Generative Search Experience: Google is testing AI that answers questions instead of a traditional results list. Experts predict a revolution in how customers will find your website (e.g., AI will summarize 10 blogs and provide users with only specifics).
- Local SEO: More and more companies operate locally, so it's worth taking care of Google listings, reviews and phrases like "near me".
In Poland: The growing number of voice searches (e.g. via Google Assistant) is a trend worth paying attention to. Optimize your website well for such queries!
E-commerce: Omnichannel and social commerce
Online stores compete not only on price, but also on ease of use:
- Shopping via social media: Instagram, Facebook, TikTok allow you to buy directly in the app.
- Omnichannel: Customers expect a consistent experience from the online store, through the app, to the physical pickup point. Order in the app, pick up in store, and vice versa.
- Mobile and express payments: Google Pay, Apple Pay, BLIK are already standard.
In Poland, the so-called live commerce trend is becoming increasingly common: presenting products live and selling them during the broadcast!
Content marketing with premium value
Experienced internet users can no longer be fooled by just any ad. What's important is:
- Education instead of intrusive advertising: Guides, webinars, online courses, expert posts on LinkedIn attract customers directly to the specialist or company.
- Case studies: Showing real examples of implementations, with details, such social proof works very well.
- Authenticity and transparency: Storytelling, sharing successes and failures, builds brand credibility.
Ecology, ethics and inclusiveness
Companies are increasingly talking about operating responsibly, ecologically, and for everyone. This isn't just a fad:
- Ecological certificates, fair trade, local: These keywords are becoming increasingly important in consumer choices, including online.
- Website accessibility: Disability-friendly websites (WCAG 2.1) are no longer occasional exceptions, but a market expectation.
- Inclusive Marketing: Showcasing people from different backgrounds and celebrating diversity.
Privacy, security and cookies
Users are more conscious of their data than before.
- Cookie banners and data protection: New regulations (in Poland: UODO, worldwide: GDPR, CCPA) require close attention to the privacy policy and compliance of the website with legal requirements.
- Zero-party data: Customers provide information themselves (e.g. in exchange for a discount or newsletter).
- Secure payments: SSL certificates, two-factor authentication - it's worth taking care of!
Summary: How to take advantage of trends in business?
1. Build trust and value, not just sell, but educate.
2. Focus on video and mobile formats.
3. Implement automation and AI, even if you're just starting out.
4. Take care of SEO and localization.
5. Make sure your website is fast, secure, and user-friendly.
6. Personalize your communication, but respect your recipients' privacy.
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Do you run a website or online store? Or perhaps you'd like to build one from scratch? The Wangog.pl team is happy to advise, help, and manage your online presence!
