- Native advertising will rival traditional PPC
What
was once largely a platform for campaigns designed to go viral has
become a regular and less ambitious investment for some retailers. As
more social and online publishing sites make space for native media buys
and reduce their reliance on available traditional banner ads, native
space will increase and more retailers will supplement their traditional
PPC. Content marketing will continue to displace rented space and
traditional disruptive advertising. Presented by …
- Online shoppers will grow increasingly fickle
A
survey by Edgell Networks found that 80% of retailers feel their sales
were brought down by an average of 5% by shoppers who showroom. As
eCommerce competition continues to increase and consumer confidence in
buying from new retailers grows it will become increasingly difficult
for retailers to keep their customers coming back. Loyalty programs and
retention initiatives will become a must for competitive retailers.
- Broad adoption of universal payment systems
Just
as shoppers become more likely to buy from someone else, there will be a
continued growth in new visitors who are comparison shopping. Icons
indicating that Paypal, Amazon, or one of the others jockeying to become
the default for online payment will make it easier for eCommerce savvy
shoppers to check out. In 2014 offering a universal checkout option will
become a must for online retailers.
- B2C will find a use for Google Plus
Few
retailers have struck gold on Google Plus, but in 2014 retailers in
some verticals will. While it may be argued that users on Google Plus
are further from a buying mindset than those on Twitter, FB and
Pinterest they are more interested in details and in depth comparisons.
- Shopper driven organization schemes
Shoppers
are increasingly looking to their peers to discover new products.
Retailers who are building this into the way they display their products
are seeing increased conversion rates and larger average order values.
Schemes like trending and popular products along with products your
friends like will become more commonplace.
- Social Login will become the default for account creation
A
result of the larger trend to make conversion as easy as possible
Social Login will stand in as a universal way to create new accounts.
Though Social Login provides more accurate and granular data than
traditional forms, retailers will struggle to capitalize on what is
mostly unstructured data.
- Buying decisions will be primarily guided by community
As
more online shoppers buy products they have never seen in person from
retailers they have never used before, they will increasingly rely on
input from their digital peers to make their decisions. In 2014, expect
to see traditional ratings and reviews supplemented with features that
connect shoppers to community support networks.
- Mobile purchases will swell
Mobile
shopping got huge in 2013, but most shoppers still prefer to be on a
desktop when they checkout. In 2014 converting on mobile will displace
desktop as the norm for buying online. Widely adopted universal and
mobile payment systems will help enable this.
- Contextually rich advertisements from social data
Online
shoppers now expect ads based on their online behavior and even email
content, the next step is ads based on the rich psycho graphic data made
available to retailers from their social network’s APIs. Some retailers
are already taking advantage of this, but in 2014 the majority will
make the leap to such contextually aware advertisements.
- Drones delivery systems
The lowest likelihood on our list, but we can dream.
By Alinn Louv
Repost : Acarre Community Media
Post a Comment