Il 2022 si è rilevato essere un anno più difficile del previsto: dopo il rilancio dell’economia con le riaperture post pandemia, il commercio internazionale ha subito una brusca frenata a causa del conflitto russo-ucraino. E il nuovo anno si preannuncia ancora più problematiche, con ancora alti livelli di inflazione, difficoltà di approvvigionamento sulla supply chain e lo spettro della recessione alle porte.
Companies cannot, however, put planning for 2023 on hold and wait to see how the situation develops. To continue to grow and survive, entrepreneurs and managers need to put innovative strategies in place right now. And Digital Export has an important role to play.
How then to do it? To Making the most of digital export opportunities in 2023 it will be critical to identify and understand new Digital Export trends, implementing those that are ideal for your business.
Find out what are the main trends in 2023 for Digital Export in this article.
From the topic of online privacy, which is very dear to many web users, to the evolution of international SEO: the areas of Digital Export development are numerous and constantly evolving. That's why Octagona suggests three key trends for exporting your business.
Today, users connect in different modes, browsing social media from both smartphones and desktops. Depending on the different channels, however, buying habits change: here, then, online shopping via social media must be placed side by side with the e-commerce present on the company website, as well as the positioning and presiding over industry marketplaces, so as to be more effective in sales.
Be careful, however, because each channel has its own catchment area, and in order to best interact (and ensure a high conversion rate), it is essential to know the precise tone of voice of that audience, i.e., the appropriate way of posing for a given target audience. The risk is to convey the wrong message that is inconsistent and unsuitable for the target audience, leading to a waste of resources, a low leads conversion rate, and, in the worst case scenario, even a loss of credibility or a decline in one's brand awareness.
Online experiences must be provided by ensuring the privacy people deserve, by brands they can trust. In 2023 be sure to provide customers with everything they need to be and feel in control of their data-no potential foreign customer would want their data to fall into the wrong hands.
One way to ensure this is to make sure that your sales channels follow the criteria set by GDPR, which is the European regulation on online privacy. In addition to being required by law (noncompliance with which can result in fines and criminal penalties), making it explicit that your sales channels are GDPR-compliant is a way to convey confidence and trust with your potential international customers, and a way to increase the credibility and soundness of your business in the eyes of a potential buyer.
This is a very important factor to consider, especially for European markets and the U.S. market: as reported by Statista in the chart above, oltre il 78% degli utilizzatori internet in Francia e Italia si dichiara preoccupato circa la propria privacy online, percentuale che arriva all’83% negli USA.
In recent years, search engines have become much more refined: Placing the focus on generic terms, hoping to get as many potential customers as possible, is no longer the right way to sell online. In 2023 it is best to focus on the so-called long tail keywords, or search terms that are much more specific and potentially much more interesting to your business.
Literally translated as. “long tail keywords”, long tail keywords are contrasted with the short tail keywords, or short keywords, consisting of one or two words, that are very general and target a really wide audience. And while perhaps a few years ago they might have been useful for reaching a large audience, and thereby ensuring a high number of visits to their website or the company's sales channels, today the competition is fiercer than ever. Numerous companies have used this strategy in the past, and now it is really difficult to stand out from the competition, unless large investments of time and money are made.
Long tail keywords, on the other hand, are less searched keywords, consisting of multiple words that generally constitute a real query, to which users seek a precise answer. For example, “What ingredients are needed to make pizza?” is a less broad search term than “pizza ingredients”, but which today guarantees higher search engine ranking possibilities and which can guarantee a higher conversion rate.
In this article, we found out which elements you absolutely must focus on in 2023 to outperform the competition: SEO internazionale, privacy online e l’implementazione di strategie multicanale sono le tre tendenze del Digital Export indispensable for the new year.
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