In his column for the September issue of Marketing magazin, Leon Brenčič, Client Service Director at iPROM, explored how to use effective advertising to maintain stable business over the final and decisive quarter.

How can you attract back customers who left the online shopping cart before they finished shopping online?

Retail sales in Western European markets will not reach last year’s revenues, but one of its segments—online shopping—will record significant growth this year. Markets of Spain, Italy and the Netherlands severely affected by the pandemic will see rapid growth in online shopping. Many people in Western Europe will make at least some purchases online by the end of 2020.

With the onset of the coronavirus pandemic, online shopping came to fore, and its use is expected to grow by 18 per cent this year.

The consumer has undoubtedly changed in recent months. The current deteriorating situation regarding Covid-19, however, will move everyday life even further online and further solidify the consumer’s digital habits. Understanding changes in consumer activity and history, as well as technological trends in the industry, can help you adapt successfully.

The possibility of including vehicles in the Internet of Things (IoT) brings opportunities for better services and personalisation. The automotive industry, however, will need quite some time to make a step in that direction. Let us examine the possibilities opening up in the future.

Andrej Ivanec, Media Planning Director of iPROM, spoke to Delo about the meaning of digital channels for car brands.

McKinsey highlights the importance of the Chief Data Officers (CDO) as key to shaping crisis responses.

For the last couple of years, we have been talking about Industry 4.0 as part of the digital transformation. The main idea of digital transformation is to connect and intertwine digital and physical technologies using cloud services, artificial intelligence, the Internet of Things and robotics in order to provide more flexible, responsive and connected forms of operation based on data. If this transition to Industry 4.0 has been more subtle in recent years, we have now witnessed exponential progress. What has been the common thread of the past two months? Digitalisation and data. If you were not aware of their significance before the current situation, now, in the light of the new reality, the answers have come. Where is the digital marketing in this process?

The IAB Slovenia Institute presented its findings at the 18th IAB Academy on the topic of AdEx survey on gross investment in digital advertising for 2019. Investments in Slovenia are estimated at EUR 60.7 million, which is an increase of 11% compared to 2018. For this year, the iPROM and Valicon survey »The attitude of Slovenian companies towards digital advertising« before the Covid-19 pandemic predicted a 17% increase in investment in advertising on digital channels. Exact growth is difficult to predict in the given situation, but the interlocutors at the IAB Academy agreed that we are witnessing accelerated digitalisation, which also has a positive impact on digital advertising.