As we near closer to wrapping up 2015, and as Q4 begins, there are some interesting ecommerce marketing trends that we can visit to size up what the trendiest marketing ploys were this past year. We’ll dig in and see what tricks marketers had up their sleeves, and whether or not any of these aces played out.
Adapting To Changing Screen Sizes
Computer screens have changed quite a bit over the past six years, explains Crazy Egg in their blog. For example, in 2009, 1024 x 768 and 1366 x 768 were the most common widescreen formats. At the same time, however, the iPhone (the most popular handset at the time) had a resolution of just 320 x 480.
Today, monitors are growing in size for desktops. The average monitor now ranges between 21” and 27”. By contrast, smartphones have also grown in screen size, with most boasting a 5” screen or larger, and the newer Notes by Samsung and iPhone + models by Apple boasting 5.7” screens or larger.
Over the years, Google, the biggest marketing firm in the world, has toyed with the effectiveness of marketing content on a wide variety of screen sizes to find the most prominent trends. Each screen size has its own aggregate conversion rate, too.
The most recent ecommerce marketing trends for screen sizes can be viewed by checking out Google’s Content Experiments. By running A/B tests within Analytics, you can determine which screen size converts the most at your online store.
Cross-Device Shopping Options
During the modern era, consumers rely upon a lot of different devices when they are shopping online, something that has ultimately led to changing the heart and core of ecommerce marketing trends in 2015. A quick look at consumer shopping and buying habits is telling of why cross-device optimization has become a focal point for marketers this year.
- Of 67% of consumers who use their tablets to research ecommerce products, 41% make purchases from their tablets, 32% purchase from a laptop, 32% purchase in-store, and just 15% purchase from a smartphone.
- Of 75% of consumers who use a laptop to research products, 52% make a purchase from their laptop, 37% make a purchase in-store, and 21% use a tablet, while just 16% use a smartphone.
- Of the 60% who research products in a store, 57% make their purchase in-store, 29% make their purchase from a laptop, 19% make their purchase from a smartphone, while just 18% make their purchase from a laptop.
Content Is Still King
Content is still the leading ecommerce marketing trend in 2015. This is further cemented by a white paper which was authored by Track Maven that found that content marketing is all about quality, not quantity. In 2014, for example, brand output for content increased by 78% while engagement rates dropped by a staggering 60%, namely due to the quality of the content and the engagement strategy.
Informative content has set the winning benchmark, typically content that is accompanied by visual stimulation, like infographics, charts and pictures. As explained by The London School of Marketing, defining your Tone of Voice (TOV) should be the primary emphasis of content marketing, piggybacked with visual stimulation and video.
A quintessential example of this strategy in motion is found in a recent Entrepreneur article. An owner of a small business that is located in Virginia that installs pools saw record growth, even during the housing crisis and a seasonal year of increased rainfall, all thanks to exceptional content marketing strategies.
According to Business 2 Community and Contently, there is a long list of content marketing statistics that you should be aware of.
- Blogging is considered one of the most effective content and brand strategies that exists.
- Over 31% of all Fortune 500 companies now maintain a daily blog.
- Email marketing still dominates, with 72% of content being shared from email or apps.
- Video appeals to over 50% of shoppers who are seeking to learn more about a product before buying.
- 68% of marketers prefer to use original content over licensed content.
- In 2014, 70% of marketers used more content than the year prior.
- 48% of B2C marketers published content weekly.
- 57% of businesses now have two or more people dedicated to pushing marketing content.
Content Marketing Is Effective
- 70% of B2B marketers are now creating more content in 2015 than they were in 2014.
- At least 58% say they have an effective, documented strategy in place.
- Infographics have become widely embraced, and are now used by 62% of marketers, whereas they were used by just 51% of marketers a year ago.
- LinkedIn has become a sole source of leads for 94% of marketers, who are seeking to capitalize on social media as their content marketing distribution funnel.
- Search engine marketing is being used by 58% of marketers as a way to reach their target audience.
- 32% of marketers admit that they struggle with finding a reliable source of authority, quality content.
Ecommerce Marketing Trends 2015
We leave you with this awesome infographic, courtesy of Adobe. It delivers a long list of ecommerce marketing trends for 2015, as well a ton of useful information that you can use to hone your strategy and improve conversions at your online store. With the holiday shopping season already well underway, there’s never been a better time to revamp your approach than like the present.
Маркетинговое исследование eCommerce Barometer 2015
29 декабря 2015
Проект исследования составлен в рамках разработки предложений по электронной торговле для программы долгосрочного развития интернета в России Институтом развития интернета
Ключевые задачи в рамках исследования
1. Оценка текущей ситуации и ее видения крупнейшими игроками (крупнейшими интернет-магазинами).
2. Оценка трендов на рынке из планов и решений крупнейших игроков.
3. Изучение запроса от интернет-магазинов (в первую очередь крупнейших) к государству (в рамках ИРИ).
Основные результаты
— Ожидания от онлайн-бизнеса составили 30% роста за 2015 год. Прогноз на 2016 год — рост на 43%
— Основным сдерживающим фактором является невыстроенная в стране логистика.
— Ключевые угрозы интернет-магазины видят в текущей экономической ситуации.
— Ключевые задачи государства: развитие почтовой и логистической инфраструктуры на государственном уровне, определение несоответствия существующего
законодательства для интернет-магазинов, выявление дискриминационных условий по отношению к оффлайн-магазинам и зарубежным магазинам.
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«Исследовательское агентство Data Insight — наш давний партнер, с которым мы сотрудничаем уже больше пяти лет. С 2016 года мы вместе ежегодно проводим уникальное исследование рынка розничного онлайн-экспорта из России. Результаты исследования Data Insight дают доступ всем игрокам и регуляторам индустрии российского розничного экспорта к инсайтам малого и среднего бизнеса, что позволяет определить точки роста и выстроить правильные стратегии для дальнейшего развития.
Благодаря нашим совместным исследованиям компания eBay смогла реализовать в России множество проектов как регионального, так и федерального масштаба. Ключевыми из них стали инициативы «Регионы экспорта», продвижение нулевой ставки НДС для онлайн-экспортеров, а также ряд региональных программ по поддержке предпринимателей.
Надеемся, что вместе с Data Insight мы и дальше сможем успешно развивать рынок розничного онлайн-экспорта и e-commerce в России».
Мы постоянно находимся в диалоге со специалистами Data Insight и можем с точностью сказать, что это одни из лучших экспертов на нашем рынке. По итогам совместно проведенного исследования, которое нашло отклик у широкой аудитории, мы можем сказать, что очень довольны проведенной специалистами агентства работой и будем рады новому сотрудничеству с ними.
Наше сотрудничество с Data Insight началось с нестандартного проекта — мы предложили коллегам сделать первый в России рейтинг омниканальности ритейлеров.
Коллеги быстро подхватили идеи, и мы вместе проработали методику и концепцию.
Так появился наш совместный проект — рейтинг омниканальности крупнейших розничных ритейлеров глазами покупателя 2020. За полгода мы совместно проделали большую работу, которую по достоинству оценил рынок и СМИ. Благодарим коллег за поддержку и помощь в реализации идеи проекта на высшем уровне. Мы продолжаем работу с Data Insight и будем делать эту работу ежегодно.
Мы также уже много лет подряд поддерживаем мероприятие ecom weekend, где Data Insight активно собирает комьюнити профессионалов рынка ритейла.
Особенно, интересно мероприятие, которое всегда отличает и качественная культурная программа, и профессиональный нетворкинг.
За 8 лет сотрудничества Data Insight показала свою способность с полной ответственностью походить к поставленным задачам, выполнять работы качественно и в срок. Отличительной чертой Data Insight является оперативность, ответственность и индивидуальный подход к каждому клиенту.
Генеральный директор «Ассоциации развития интерактивной рекламы» Смоляков В.В.
IAB Russia (Ассоциация развития интерактивной рекламы)
Новые исследования
20 января 2016
Выступление «Электронная торговля в России. Итоги 2015 года» на конференции «Интернет+Логистика»
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Клиенты о нас
«Исследовательское агентство Data Insight — наш давний партнер, с которым мы сотрудничаем уже больше пяти лет. С 2016 года мы вместе ежегодно проводим уникальное исследование рынка розничного онлайн-экспорта из России. Результаты исследования Data Insight дают доступ всем игрокам и регуляторам индустрии российского розничного экспорта к инсайтам малого и среднего бизнеса, что позволяет определить точки роста и выстроить правильные стратегии для дальнейшего развития.
Благодаря нашим совместным исследованиям компания eBay смогла реализовать в России множество проектов как регионального, так и федерального масштаба. Ключевыми из них стали инициативы «Регионы экспорта», продвижение нулевой ставки НДС для онлайн-экспортеров, а также ряд региональных программ по поддержке предпринимателей.
Надеемся, что вместе с Data Insight мы и дальше сможем успешно развивать рынок розничного онлайн-экспорта и e-commerce в России».
Мы постоянно находимся в диалоге со специалистами Data Insight и можем с точностью сказать, что это одни из лучших экспертов на нашем рынке. По итогам совместно проведенного исследования, которое нашло отклик у широкой аудитории, мы можем сказать, что очень довольны проведенной специалистами агентства работой и будем рады новому сотрудничеству с ними.
Наше сотрудничество с Data Insight началось с нестандартного проекта — мы предложили коллегам сделать первый в России рейтинг омниканальности ритейлеров.
Коллеги быстро подхватили идеи, и мы вместе проработали методику и концепцию.
Так появился наш совместный проект — рейтинг омниканальности крупнейших розничных ритейлеров глазами покупателя 2020. За полгода мы совместно проделали большую работу, которую по достоинству оценил рынок и СМИ. Благодарим коллег за поддержку и помощь в реализации идеи проекта на высшем уровне. Мы продолжаем работу с Data Insight и будем делать эту работу ежегодно.
Мы также уже много лет подряд поддерживаем мероприятие ecom weekend, где Data Insight активно собирает комьюнити профессионалов рынка ритейла.
Особенно, интересно мероприятие, которое всегда отличает и качественная культурная программа, и профессиональный нетворкинг.
За 8 лет сотрудничества Data Insight показала свою способность с полной ответственностью походить к поставленным задачам, выполнять работы качественно и в срок. Отличительной чертой Data Insight является оперативность, ответственность и индивидуальный подход к каждому клиенту.
Генеральный директор «Ассоциации развития интерактивной рекламы» Смоляков В.В.
IAB Russia (Ассоциация развития интерактивной рекламы)
Средний рост интернет-торговли с 2011 по 2019 год (CAGR) составил 28%. За эти годы рынок продаж материальных товаров через интернет вырос с 235 миллиардов рублей до 1,72 триллиона (все цифры здесь и далее приведены с учетом НДС). На рост интернет-торговли все эти годы влиял рост числа активных пользователей интернета в стране и рост их опыта (а следовательно использования ими различных интернет-сервисов, среди которых есть и онлайн-продажи).
Динамика интернет-торговли, прогноз. Data Insight © 07.2020
Приведенные цифры включают продажи материальных товаров российскими интернет-магазинами российским покупателям. В данных значениях не учтены продажи услуг (в том числе туристических), контента (в том числе игрового и видео), лотерей. Также мы не учитываем покупки в российских магазинах гражданами других стран и покупки россиян в иностранных интернет-магазинах, не имеющих российского представительства и российских складов.
В 2019 году рынок темпы роста рынка увеличились относительно предыдущих лет. Ускорение роста рынка обусловлено в первую (но не единственную очередь) огромными инвестициями крупнейших игроков в рекламу (телевизионную и интернет) и инфраструктуру (склады, последняя миля, ассортимент). Вложения крупнейших магазинов и маркетплейсов обусловили ускоренный рост интернет-торговли в 2019 и в 2020 годах за счет притока новых покупателей (не совершавших покупки в интернете или не повторявших их после предыдущего — старого опыта). Новые покупатели привлеченные рекламными кампаниями (в большей степени), а также расширяющейся территорией доставки крупнейших игроков (в меньшей степени), начали свои первые покупки в третьем квартале 18 года, обеспечили суммарно за 2019 год более 100 миллиардов рублей выручки интернет-торговли и удвоение (а то и утроение) крупнейших игроков: Wb, Ozon, Aliexpress (продажи российских магазинов через площадки Aliexpress и Tmall), Beru, Goods, Аптека.ру.
Коронакризис 2020 внес дополнительные коррективы в рост интернет-торговли.
Data Insight построил прогноз развития интернет-торговли на ближайшие 5 лет с учетом влияния кризиса на рост онлайн-продаж, включая положительные (для роста) и отрицательные факторы.
Средний рост интернет-торговли с 2019 по 2024 год (CAGR) составит 33,2%. За эти годы рынок продаж материальных товаров через интернет вырастет с 1,7 до 7,2 триллиона рублей.
Естественный рост интернет-торговли без учета влияния коронакризиса (но с учетом инвестиций в интернет-торговлю крупнейших игроков) составил бы 26,6% (CAGR) за этот же период, то есть рынок интернет-торговли в 2024 году составил бы 5,6 триллиона рублей. Таким образом, факторы кризиса дополнительно приносят в онлайн-продажи 1,6 триллиона рублей за 5 лет.
Прогноз построен через рассмотрение вклада каждого отдельного фактора в рост интернет-торговли с одновременной проверкой взаимного влияния факторов друг на друга.
Факторы, влияющие на дополнительный рост онлайн-продаж в 2020-2024 годах (приведены в порядке рассмотрения):
- Новые онлайн-покупатели: по нашим оценкам три месяца карантина привели в онлайн-покупки не менее 10 миллионов человек. Большинство новых покупателей после завершения изоляции продолжат совершать покупки через интернет. Мы учли в прогнозе, что большинство этих покупателей так или иначе, но пришли бы к онлайн-покупкам в течение 5 прогнозных лет, а также то, что их активность в большинстве случаев будет ниже, чем у покупателей с многолетним опытом.
- Изоляция дома: потребители, вынужденные сократить свои походы в магазины делали в течение трех месяцев онлайне больше покупок чем обычно, тратя каждый раз больше денег. Повышенный спрос в течение трех месяцев 20 года создаст высокую базу, уменьшая пропорционально темпы роста в 2021 году.
- Увеличение частоты покупок в месяцы следующие за изоляцией: даже после окончания изоляции потребители во многих случаях предпочтут онлайн-покупки вместо походов в многолюдные магазины и торговые центры, мы предполагаем, что этот фактор будет иметь значение в 20 и 21 году, после чего сойдет на нет. Мы дисконтируем этот фактор роста на постоянный (хоть и незначительный) тренд роста частоты покупок в онлайне у большинства покупателей (каннибализация оффлайн-покупок у опытных покупателей).
- Переход части людей на удаленную работу: по нашим оценкам в результате коронакризиса 2020 и пересмотра многими компаниями политики работы в офиса, 5-7 миллионов человек в России перейдут на удаленную работу (включая и новых нанятых сотрудников, которые сразу станут удаленными). Сотрудники на удаленной работе частично переместятся из крупнейших городов, что даст дополнительный рост интернет-торговле (привычный ассортимент станет недоступным).
- Рост онлайн-продаж FMCG: за счет ускоренного роста спроса и предложения (последнее важнее) в период изоляции и после него. Мы видим значительные инвестиции и быстрое развитие новых игроков на рынке онлайн-продаж FMCG, включая продукты питания. Рост этой категорий в первой половине 20 года составил 4,3 раза yoy и составит почти 3,5 раза за весь 20 год, обеспечив, таким образом более 150 миллиардов рублей онлайн-выручки сверх прогноза 2019 года.
- Падение покупательской способности и потребительской активности: негативный фактор снижения объема потребления. По нашим оценкам он оказывает влияние только на показное/премиальное потребление среднего класса. Обычное потребление растет за счет каннибализации оффлайн-продаж. За счет небольшой доли онлайна этот рост очень мало подвержен (пока) влиянию колебаний спроса в кризис. Фактор снижения этого потребления мы оцениваем, опираясь на исторические данные 2014 и 2015 года.
Наибольшее дополнительное влияние на рост онлайн-продаж из всех факторов показал рост онлайн-продаж FMCG: в этой категории, составляющей более половины розничной торговли в России до сих пор самый низкий процент проникновения онлайн-продаж. Даже небольшой прогресс здесь сразу дает значительный эффект.
Следом по накопленному объему влияния (за 5 лет) идут:
- Негативный фактор падения покупательской активности
- Рост частоты покупок сверх ожидаемого
- 10 миллионов новых покупателей
- Переход на удаленную работу 5-7 миллионов россиян
- Дополнительные покупки в кризис
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A bustling IRCE Exhibit Hall in 2014.
What I found was a wide range of opinions and best practices in the space. With so much online retail experience in one room, I will be interviewing IRCE attendees to see how some of the top brands are integrating these 3 big trends into their e-commerce marketing strategy.
I’ll be attending sessions and asking attendees the big questions outlined in this blog post. Stayed tuned for Part II, where I’ll compile my findings. Stop by Optimizely at booth 765 if you’re at IRCE to discuss the trends and questions below.
Personalization
While not a new topic in the online marketing world, what it means to deliver personalized experiences is not a formula that is clearly defined. What is clear, is that personalization is in high demand for both consumers and brands. A study done by eConsultancy found that 62% of online retailers are reporting doing some form of personalization.
Personalization, however, is a very broad term in marketing that can apply to anything from email content to website search results and everything in between. Every experience a shopper has with a brand is an opportunity to deliver a personalized experience.
Not only is every step in the funnel an opportunity to personalize, there are also an endless amount of data points to look at when deciding what experience to deliver a consumer.
Companies who don’t have the in-house resources to personalize like a Netflix or Amazon can take many different approaches to segmenting their audience and delivering personalized content. With dozens of services offering personalization of every type, we will be curious to hear how the top online retailers at IRCE are thinking about personalization.
Questions for IRCE Attendees:
- Which part of your site are you personalizing today? Which part of your site are you not personalizing today? Why?
- How are you defining your different customer segments today? How would you define them in an ideal world?
Video
Video content is becoming increasingly more important to the online retail world. So much so that there is an entire track devoted to video at IRCE 2015. One session on the top of my list at IRCE is called “Video Testing: What Should You Test—Or, Rather, What Shouldn’t You Test?” This is not surprising based on a Kleiner Perkins study that found in 2014, 64% of all internet traffic globally is video consumption. This number is expected to grow to 69% by 2017.
Online retailer Zagg decided to test out one of these methods. An A/B test ran on Zagg.com found that product images actually beat out product detail videos when measuring revenue per visitor.
On the contrary, Dollar Shave Club received widespread attention for the success of its 2012 marketing video which launched the brand to gain over 300,000 subscribers and 16mm views to date.
Questions for IRCE Attendees:
- How are you currently using video for e-commerce marketing? How do you hope to be using video?
- Do you have a video marketing manager in house?
- What’s your favorite example of video marketing?
User Generated Content
Questions for IRCE Attendees:
- What role do reviews play on your site?
- Have you run any experiments on reviews that increased conversions?
Be a Part of the Conversation!
A bustling IRCE Exhibit Hall in 2014.
What I found was a wide range of opinions and best practices in the space. With so much online retail experience in one room, I will be interviewing IRCE attendees to see how some of the top brands are integrating these 3 big trends into their e-commerce marketing strategy.
I’ll be attending sessions and asking attendees the big questions outlined in this blog post. Stayed tuned for Part II, where I’ll compile my findings. Stop by Optimizely at booth 765 if you’re at IRCE to discuss the trends and questions below.
Personalization
While not a new topic in the online marketing world, what it means to deliver personalized experiences is not a formula that is clearly defined. What is clear, is that personalization is in high demand for both consumers and brands. A study done by eConsultancy found that 62% of online retailers are reporting doing some form of personalization.
Personalization, however, is a very broad term in marketing that can apply to anything from email content to website search results and everything in between. Every experience a shopper has with a brand is an opportunity to deliver a personalized experience.
Not only is every step in the funnel an opportunity to personalize, there are also an endless amount of data points to look at when deciding what experience to deliver a consumer.
Companies who don’t have the in-house resources to personalize like a Netflix or Amazon can take many different approaches to segmenting their audience and delivering personalized content. With dozens of services offering personalization of every type, we will be curious to hear how the top online retailers at IRCE are thinking about personalization.
Questions for IRCE Attendees:
- Which part of your site are you personalizing today? Which part of your site are you not personalizing today? Why?
- How are you defining your different customer segments today? How would you define them in an ideal world?
Video
Video content is becoming increasingly more important to the online retail world. So much so that there is an entire track devoted to video at IRCE 2015. One session on the top of my list at IRCE is called “Video Testing: What Should You Test—Or, Rather, What Shouldn’t You Test?” This is not surprising based on a Kleiner Perkins study that found in 2014, 64% of all internet traffic globally is video consumption. This number is expected to grow to 69% by 2017.
Online retailer Zagg decided to test out one of these methods. An A/B test ran on Zagg.com found that product images actually beat out product detail videos when measuring revenue per visitor.
On the contrary, Dollar Shave Club received widespread attention for the success of its 2012 marketing video which launched the brand to gain over 300,000 subscribers and 16mm views to date.
Questions for IRCE Attendees:
- How are you currently using video for e-commerce marketing? How do you hope to be using video?
- Do you have a video marketing manager in house?
- What’s your favorite example of video marketing?
User Generated Content
Questions for IRCE Attendees:
- What role do reviews play on your site?
- Have you run any experiments on reviews that increased conversions?
Be a Part of the Conversation!
2014 saw online retail sales grow by 20% across the globe, a 17% rise in the U.S and an equally impressive 14% growth in the UK (with £104 billion spent online in UK).
Bricks-and-mortar retail saw more integration with both digital and mobile. A purely digital currency, Bitcoin, took a significant hit in value, which may be an indication of its maturity.
And eCommerce marketers matched their channel-agnostic, experience-oriented consumers by focusing on Omnichannel sales, marketing and logistics.
While 2014 saw a lot of new beginnings, where are those threads going to lead in 2015?
Channel-agnostic consumers require omni channel marketing
![Differences between omnichannel and multichannel [via SmartInsights.com]](https://i2.wp.com/2xecommerce.com/wp-content/uploads/2014/12/What-is-Omnichannel-550x413.png?resize=400%2C300)
Reports of the demise of the sales funnel may have been proverbially overstated, but it’s certainly true that customers no longer travel down one smoothly. And customers now expect to be able to move seamlessly between channels and devices. They research prices and products on smartphones in-store, try things on and then order online from tablet and laptop computers at home. The identity of the channel doesn’t matter at all to an increasing number of consumers, but the identity of the brand. That, and the overall customer experience, will define success for a growing number of retailers in 2015.
Big phones mean mobile traffic that converts
Mobile traffic has been on the increase since the advent of the smartphone, but while these remained phones with added functionality, conversions remained low. The current generation of ‘phones’ are so large and multifunctional that they’re only questionably still phones anyway, and the way consumers use them to interact with ecommerce sites has evolved in lockstep with the technology itself. With their ability to undercut Apple products on price, Samsung have the lion’s share of the ‘phablet’ market, but these devices doubled their share of mobile traffic in the six months to November 2014. Traffic on a different device? Not very channel-agnostic. But users of phablets behave more like users of tablets, less like traditional smartphone users, so it’s a distinction with a very real difference. Average order value on a phablet was $115.86 in the third quarter of 2014, as against $121.30 for tablets – and $100.27 for smartphones. And conversions were up 6% for phablets compared to smartphones too. 2015 will be the year phablets get huge – in both senses.
Deeper integration of Beacons & iBeacons with mobile
<img data-attachment-id="1098" data-permalink="https://2xecommerce.com/ecommerce-2015/13570805343_24f97ec03a_k/" data-orig-file="https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?fit=2048%2C1368&ssl=1" data-orig-size="2048,1368" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":""}" data-image-title="iBeacon" data-image-description="
An iBeacon [via Jonathan Nalder]
» data-medium-file=»https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?fit=760%2C507&ssl=1″ data-large-file=»https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?fit=474%2C316&ssl=1″ src=»https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?resize=400%2C267″ alt=»iBeacon» srcset=»https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?resize=760%2C507&ssl=1 760w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?resize=2000%2C1335&ssl=1 2000w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?resize=390%2C260&ssl=1 390w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?resize=810%2C541&ssl=1 810w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?w=2048&ssl=1 2048w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?w=948 948w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/13570805343_24f97ec03a_k.jpg?w=1422 1422w» sizes=»(max-width: 400px) 100vw, 400px» data-recalc-dims=»1″>
iBeacons are Apple’s branded take on Bluetooth beacons, but it’s become an umbrella term for the whole product type. An iBeacon transmits packets of data to mobile devices within range via Bluetooth, so it’s very local. That’s its appeal. It speaks to an app on the device and orders it to carry out tasks. iBeacons allow stores to track customers to within a few feet in the store, and works through thick walls, unlike current GPS tech which is stymied by large structures – like stores. This means customers can be digitally tracked and marketed to in a microlocal way – marketing messages about jeans can be sent to customers shopping in the jeans aisle, for instance. The kind of technique we’re used to seeing in ecommerce stores, where you’re offered upsells, cross-sells and ‘you might also likes,’ are set to become commonplace in bricks and mortar stores in 2015. What’s more unexpected is the ability to pay via iBeacons, or for stores to use iBeacons to let customers research specific, in-stock products and then dynamically guide them through the store to that product’s location. It’s even possible to use iBeacons to find staff in the store, or to find out detailed information about a product on your device, just by standing next to it. All these technologies are already in place, but in 2015 they’ll become more widespread and achieve ubiquity.
Audience Building is the New Listing Building
Why are they all focusing on retargeting?
It enables eCommerce advertisers ‘seed’ a list from existing website traffic, so this isn’t interest marketing but highly targeted marketing.
What is the outlook in 2015?
Adoption by marketers should take off in 2015 as it offers an opportunity to create, not just an audience list, but a whole demographic – one that you know is tailored for your business because it is generated from prior engagement with you brand.
Holistic Cross Device Tracking
<img data-attachment-id="1100" data-permalink="https://2xecommerce.com/ecommerce-2015/7924812980_936d73311a_b/" data-orig-file="https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?fit=960%2C720&ssl=1" data-orig-size="960,720" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":""}" data-image-title="Omni-channel Interaction" data-image-description="
Omni-channel Interaction [credits: Eshed Gal-Or]
» data-medium-file=»https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?fit=760%2C570&ssl=1″ data-large-file=»https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?fit=474%2C356&ssl=1″ src=»https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?resize=400%2C300″ alt=»Omni-channel Interaction» srcset=»https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?resize=760%2C570&ssl=1 760w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?resize=390%2C292&ssl=1 390w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?resize=810%2C607&ssl=1 810w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?resize=320%2C240&ssl=1 320w, https://i2.wp.com/2xecommerce.com/wp-content/uploads/2015/01/7924812980_936d73311a_b.jpg?w=960&ssl=1 960w» sizes=»(max-width: 400px) 100vw, 400px» data-recalc-dims=»1″>
Tracking customers across devices will become even more vital as customers continue to be ever more device and channel agnostic. Without some means of doing this our picture of customer behavior will become distorted.
Email Marketing is Here to Stay…on smaller screens
Alibaba, Jet. com and Rakuten
2015 will see a proliferation of large online marketplaces. These buck the trend of light, concept-forward tech or online innovations that generate buzz but fail to make a profit. The leading examples have spent 2014 quietly excelling in solidly traditional business terms. Alibaba saw a 50% surge in stock price and sold $8bn of stock – and could have sold far more, to judge by how oversubscribed the sale was. Figure in a $25bn IPO and you’re looking at an ecommerce behemoth. It’s also one that hasn’t even really begun to tap into its Chinese outlets, TaoBao and Tmall.
Jet.com will be a hybrid marketplace that also warehouses and its USP will be low cost, leading some commentators to suggest that it’s out to ‘do to Amazon what Costco did to Walmart’ – but it wasn’t Costco that did for Walmart. It was ecommerce marketplaces. With more marketplaces comes more opportunity for traders to sell through multiple channels without, or in addition to, a dedicated website or microsite, and that’s likely to be another major 2015 trend.
Direct to Consumer (D2C) commerce
Vertical supply chains will be an increasingly common feature of 2015’s ecommerce scene. It’s a continuation of ecommerce in general, with its disruptive ability to take control of transactions and put it in customers’ hands (literally, in the case of mobile tech). The key to D2C sales is removing middlemen from the supply chain and thus from the value addition process – ‘if they aren’t there, they don’t need to be paid’.
Indian eCommerce is Big; China is Even Bigger
The volume of sales accounted for by India and China, respectively the world’s largest national population and its largest national economy, is huge. Indian ecommerce revenue was $3.5bn in 2014, and is forecast to reach $6bn in 2015. In China, major ecommerce players are teaming up to create delivery infrastructure, at a cost of over $16bn – but with projected 2014 ecommerce revenue of nearly $450bn, they can afford it.
In both these markets, the figures are impressive, but the figures we have now tell less than half the story. China’s government has decided to allow foreign ecommerce concerns to operate inside its borders, and India’s demand for ecommerce will likely mushroom as its economy grows.
Finally, though: in both countries, internet use is at barely 50% of the population. What will the ecommerce economy look like in a China with a purpose-built delivery infrastructure and smartphone use running near the USA’s 60+%? 2015 might be the year we start to find out.
Could Wearables Link Between eCommerce and the Physical World?
Wearable tech has loitered on the ‘any day now’ fringes for several years, sharing space with electric cars and other clearly excellent ideas that just weren’t quite making the leap from concept to product. In 2014 it became obvious that wearable tech could both do things you might actually want done – especially true in the fitness space – and be something you might actually want to wear. But what are its implications for ecommerce?
For one, we can expect wearables to bridge the gap between ecommerce and the physical world, for example by technology like Apple’s iWatch, which brings the promise of constant, immersive passive internet access. For ecommerce this means greater access to consumers, but also the capacity interact online with customers who are physically in or near to a store. As wearables take off in 2015 we can expect to see their capacity to deliver unprecedented consumer access capitalized on by ecommerce marketers.
BitCoin eCommerce
BitCoin started life as a ‘what-if that looked like, it wouldn’t ever catch on’. But from its humble beginnings when it traded $13/BitCoin to its peak of $1,242 /BitCoin (in December 2013) and to a now deep steep to $230/BitCoin, we might be seeing maturity.
An increasing number of mainstream e-tailers are accepting the purely online currency; 2014 saw a 3.3-fold increase in VC investments in BitCoin tech and retail startups from $93.8m in 2013 to $314.7m in 2014.
Purse.io is one such start up that enables purchases on Amazon.com with bitcoin.
For ecommerce, BitCoin carries several major advantages, which all really boil down to the fact that it’s a digital currency, not a digitized currency.
Credit cards are notorious for not only their 2-3% transaction charges but also open to theft at every step and if it isn’t the consumer who gets stung it’s the retailer, so both parties have an interest in an alternative payment system. BitCoin is as secure as cash in that it’s effectively unhackable, but as convenient as PayPal in that you can simply buy something online on the other side of the world with a few clicks.
The caveat is that the currency is volatile at the moment but settling down as its adoption rate grows and major retailers have begun accepting it.
It’s likely to play an increasing role in ecommerce in 2015 and the tipping point will come when a player like Amazon decides to accept it.
In 2014, the e-commerce marketing had achieved the 20% growth all around the world. To boost this growth in 2015, various marketing players are devising effective strategies that can propel the e-commerce marketing and take their business to a new level. It has been evaluated that 2015 will be known as a great year for online retailing. This year, lots of new strategies are going to be launched.
Let’s Have A Glance Over 2015’s Major E-Commerce Marketing Strategies
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Providing Discount Promo Code On App Downloading
Most of the online retailers, like Snapdeal, Flipkart, etc are offering the discount to the customer only if they download their mobile apps. In this way, more and more customers will install the mobile app. Secondly, it will not only boost their sales, but also expand their customers’s base.
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Omni Channel Marketing
Omni Channel marketing is a new form of multichannel marketing that helps business to track customers from all the channels, comprising mobile devices, computers, brick & mortar, radio and television. Here, basically the centralized database system is deployed that can be accessed by all the channels in order to provide consistent information about products to the consumers.
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On Mobile Apps
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Engaging With Physical Stores For In-Store Promotion Of Online Store
The in-store promotion is known as the marketing strategy that is generally adopted by physical stores to entice customers for buying the products. Today, many online stores are partnered with physical stores, so that they can use in-store promotion in order to direct the customers to the online stores for reaping off the benefits on certain items.
According to the study, it has been evaluated that sale through social commerce will increase by 92% every year in the US. In fact, in 2015, the value of this will reach to around $14 billion. The Social Commerce is the way, where marketers use social media in order to sell the product, take feedback for improving the service & quality of products, manage reputation of the business, have review, etc.
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Click & Pick
Facilitating products’ delivery on same day or next day will become the key trend of 2015 in online marketing sector. Here the online store helps you browse your items and get them delivered to your home from the selected pick up center. This will make your shopping experience faster and hassle-free.
Conclusion
In 2015, the online marketers’ main consideration is deploying various new techniques that can render amazing user experience and at same time provide benefits on the purchasing the products.