Into the Crystal Ball: Bold Ecommerce Predictions for 2014


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Join our ecommerce guru, Matt Winn, as he discusses the most impactful stories stories of 2013 and major trends shaping the industry in 2014.

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  • Into the Crystal Ball: Bold Ecommerce Predictions for 2014

    1. 1. Into the Crystal Ball: Bold Ecommerce Predictions for 2014 Confidential and Proprietary Information
    2. 2. Into the Crystal Ball Bold Ecommerce Predictions for 2014 Confidential and Proprietary Information 2
    3. 3. Your Host and Predictions Guru Matt Winn, Marketing Communications Manager Confidential and Proprietary Information 3
    4. 4. Topics We’ll Cover Today 1 Countdown: Top Ecommerce Headlines of 2013 2 2014 Predictions and How to Get Ahead of the Game 3 Q&A Confidential and Proprietary Information 4
    5. 5. Countdown: Top Ecommerce Headlines of 2013 Confidential and Proprietary Information 5
    6. 6. Top Stories of 2013 #5: Amazon has…drones? • In early December, Jeff Bezos announces Amazon Prime Air • Program uses drones for rapid order delivery • Awaiting new FAA rules for commercial drones in 2015 • Caps off year of “shipping rush” among major retailers Confidential and Proprietary Information 6
    7. 7. Top Stories of 2013 #4: Internet sales tax bill stuck in Congress • Marketplace Fairness Act passes Senate, now stuck in House • Supreme Court declined to take up recent challenge to state laws • $1M “small seller exception” serves as sticking point • Don’t expect to see much in 2014 due to mid-term elections Confidential and Proprietary Information 7
    8. 8. Top Stories of 2013 #3: Social commerce more fizzle than sizzle • Social media sites only generated 1% of purchases and traffic on Black Friday (IBM) • Majority of social commerce sales come from Pinterest • Group buying loses its luster; Groupon beginning to see flattened/declined revenues from daily deals • Real power lies in word-of-mouth: 74% of consumers rely on social networks to guide their purchases (Gartner) Confidential and Proprietary Information 8
    9. 9. Top Stories of 2013 #2: Tablet Commerce: Rise of the Machines • Tablet traffic officially surpasses smartphone traffic in February (Adobe) • Shoppers more likely to purchase from tablets, driving 11.5% of Q4 sales, compared to 5% from smartphones (IBM) • Tablets drive more traffic because internet users prefer them for more indepth visits (70% more pages viewed) Confidential and Proprietary Information 9
    10. 10. Top Stories of 2013 #1: Google lays the SEO smackdown • Google reported to have released 15 new updates in 2013 alone (Moz) • Most signfiicant was “Hummingbird,” which impcated 90% of all search queries • Updates include encryption of search activity, increasing “not provided” keyword data • Move is meant to penalize sites with low quality content and better understand search intent Confidential and Proprietary Information 10
    11. 11. 2014 Predictions (and how to get ahead) Confidential and Proprietary Information 11
    12. 12. 2014 Ecommerce Predictions Multi-channel selling continues to rise • Having an ecommerce site is no longer enough to remain competitive • Shopping now transcends channels and devices, leading to blurred lines between traditional sales outlets • Shoppers continue to look for convenience, personalization and discounts • Brand consistency and integration become more important than ever before Confidential and Proprietary Information 12
    13. 13. 2014 Ecommerce Predictions Multi-channel selling: What to do? • Figure out what channels make the most sense to you. • Marketplaces? Shopping engines? eBay? • Look at the competition • Delegate time accordingly • Ensure brand consistency across all points • Tone, design, word choice • Try to establish brand loyalty, gather contact information • Work toward personalization Confidential and Proprietary Information 13
    14. 14. 2014 Ecommerce Predictions Increased dependence on data • Due to channel proliferation, data and segmentation become critical to increasing conversions and reducing costs • Data will be leveraged to better create more relevant, personalized and real-time customer experiences • Amount of available data can and will overwhelm several retailers • Data becomes key for small retailers to be nimble and competitive Confidential and Proprietary Information 14
    15. 15. 2014 Ecommerce Predictions Lots-o’ data: What to do? • Become familiar with data, learn to gather it, filter it and analyze it • Look at two types of data sets: traffic metrics and customer metrics • Branch out to find new types of data, including surveys, abandoned cart reports and seasonality trends Confidential and Proprietary Information 15
    16. 16. 2014 Ecommerce Predictions Mobile commerce dominates the conversation • Mobile has earned its seat at the table, now hogging the gravy • Consumers have increased comfort in making purchases directly from smartphones and tablet devices • Rising concerns in mobile security • Mobile payments start to grow in options • New device to impact the market? Confidential and Proprietary Information 16
    17. 17. 2014 Ecommerce Predictions Need some mobile gravy? What to do: • Get the basics down first – enable mobile commerce, add custom design, etc. • Monitor trends in mobile and tablet traffic to your site • Look at solutions for mobile-optimized email campaigns Confidential and Proprietary Information 17
    18. 18. 2014 Ecommerce Predictions Say goodbye to traditional SEO • Google continues push for speed, accuracy and high-quality content • Search engines turn up pressure against sites with spammy, low-quality links • Dependence on keywords for basis of SEO strategy begins to wane • Depth/usefulness of content, social signals emerge as top ranking factors Confidential and Proprietary Information 18
    19. 19. 2014 Ecommerce Predictions Say goodbye to traditional SEO • Shift your mindset from “SEO” to creating a powerful user experience – create content that matters • Integrate SEO with all facets of marketing, including PR, content and email • Create an “information audit” to see what type of content your users really want • Stop using old-school SEO techniques like keyword stuffing and cheap link building Confidential and Proprietary Information 19
    20. 20. 2014 Ecommerce Predictions Large retailers squeeze smaller competitors • Mega-retailers like Amazon continue push to steal market share from brick and mortars • Aggressive competition arises regarding pricing, shipping times • Brand loyalty in online shopping becomes less significant, comparison shopping increases • Smaller retailers forced to become more nimble, marketing-savvy Confidential and Proprietary Information 20
    21. 21. 2014 Ecommerce Predictions Large retailers squeeze smaller competitors • Identify your key points of difference as it relates to your product and your brand • Show off your smallness – embrace being a small business • Don’t get yourself into a price war (but do what you can) • Work to establish unwavering brand loyalty Confidential and Proprietary Information 21
    22. 22. Q&A Thank you Confidential and Proprietary Information 22