Alcaraz Rene

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We entered 2022 full of ambition and hope, riding on the wings of the successes of 2021.


As a society and as an economy, we have moved from a state of making ends meet day by day and have begun to make plans for the future.

The return of consumer confidence has led to increased spending and “revenge” shopping. The COVID crisis has triggered a wave of innovation and shaped a new generation of companies that have used the situation to their advantage.

The future of work has arrived faster than we imagined.


The changes in shopping behavior caused by the pandemic have forever changed consumer society.


But the year quickly presented us with new challenges. The war in Ukraine caused price increases, introducing new uncertainty, caution, and indecision into the markets.


The year 2023 will be marked by a drastic increase in costs in the physical world, the resulting optimization of business expenses, and new shifts online.

There is growing uncertainty about how to overcome the latest challenges resulting from supply chain issues, the war in Ukraine, talent shortages, and the unfolding financial crisis.


To overcome it, some companies will cut costs, others will continue with existing expansion plans, and some will have to completely change the direction of their business strategy.


The tactics that companies will use, or will be forced to use, depend primarily on the state of digital development of individual companies.


We will witness three different transformational changes :

Business optimization: from digital presence to digital efficiency

Companies that have so far focused primarily on establishing a digital presence and growing online visibility phone number list and traffic will be forced to make a shift towards optimizing their business or digital marketing.


These are mainly companies that are at the beginning of their digital journey or have only seriously entered digital during the pandemic. However, there are also a lot of companies in this segment that have been present in digital for a long time, but their focus has been mainly on the visitor or customer acquisition phase.


In this phase, companies will focus primarily on optimizing costs (from advertising to other investments), optimizing digital activities and channels (a strong shift to performance marketing), becoming more data-oriented (establishing more accurate analytics, making data-informed decisions, etc.) and, last but not least, due to significantly lower operating costs, moving physical operations (or branches) online.

Business expansion: achieving revenue and profit growth through digital

Companies that have a healthy core and a profitable online business model in place will focus on expanding their business.


With costs rising in the physical world and much greater agility and cost control in digital, digital will become one of the key profit centers. It will also receive more attention from management and, as a result, gain more resources and expectations.


Their focus will be on automation (faster and more profitable) and on building and developing a stronger brand online .

Business innovation: developing new digital business models

The most agile and advanced companies will seize the opportunities created by change and uncertainty in the global marketplace, focusing on innovation and developing new business models based on the paradigms of the new reality.

Regardless of the transformational change your company faces, agility, data, and a focus on hybrid business will play a key role in a successful transformation .


The economic situation, along with industry trends, will definitely cause upheaval in online business as well.


It is unrealistic to expect the growth we achieved during the pandemic. All this forces us to be more cost-effective , lower our cost per transaction (CPO/CPA) and increase our conversion rates (CR).
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