Gamechangers: The Future of Digital Commerce - Hamutal (Tula) Schieber, Schieber Research
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With new generations and technologies comes new commerce. New Generations - Gen Alpha and Gen Z; New Platforms - including social media and gaming platforms; New Technologies - namely, the Metaverse, VR, and NFTs; all create a disrupted environment for marketers. This talk discusses: consumer trends; influence; digital commerce trends; the creator economy and C2C.
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Gamechangers: The Future of Digital Commerce - Hamutal (Tula) Schieber, Schieber Research
- 1. KEYNOTE Hamutal (Tula) Schieber FOUNDER & CEO SCHIEBER RESEARCH Gamechangers: The Future of Digital Commerce NEW YORK, NY ~ APRIL 21 - 22, 2022 DIGIMARCONEAST.COM | #DigiMarConEast
- 2. Gamechangers • New generations • New expectations • New platforms • New sources of influence • New technologies
- 4. Source: Schieber Research, 2018 Content Shoppability, reselling and the influence currency
- 5. 40% 30% 20% 10% 0% New Generations on New Platforms Most popular video game apps Time kids spent on top social media apps (min/day) 100 75 50 25 0 Qustodio annual report on children’s digital habits (4-14), US 2021
- 6. Influence. of Gen Z consumers purchased a product/service after seeing it advertised or reviewed on social media 85% of Gen Alpha consumers would purchase a product if they saw an influencer using it 55% WARC, TikTok and Publicis, Oct 2021 Wunderman Thompson
- 7. Amazon's “Internet Famous: The Latest to Go Viral”, a selection of favorite products featured in TikTok videos.
- 8. Tribes and subcultures TikTok functions as an umbrella for countless subcultures. The platform became a source of education and inspiration
- 9. Personalization Consumers expect personal solutions to help them with their lifestyles and specific needs. Customization of products and services - including tailor-made product customization,
- 10. $36.6 bn USA $351 bn China The social commerce and live- shopping industry in 2021 source: eMarketer
- 11. Social Shopping Solves Major Shopper and Marketers Challenges friends/family and creators over brands Trust support, confidence, fun Stress
- 12. Poshmark Report, 2020 "For Gen Z, if it’s not social, it’s not worthwhile."
- 15. Ald o
- 17. Technologies like NFTs, cryptocurrency and blockchain drive commerce into the metaverse, from "digital twins" to events and experiential
- 19. From Creator Economy to C2C Influencers and creators are selling to their fanbase through their channels and through direct-to- consumer platforms (creator economy). Meanwhile, consumers are becoming micro-influencers and sellers, through upcycling and recycling, fandom merch and own merch. Meta will let creators sell virtual products through Horizon Worlds
- 20. 75% of people are comfortable buying directly from a person online. Poshmark Report, 2020
- 21. Depop (a peer-to-peer fashion resale marketplace): 30 million active users, 150 countries 90% under the age of 26. In 2021, Etsy acquired Depop for approximately $1.625 billion.
- 22. Redbubble (online marketplace for print-on-demand merchandise by independent artists) has evolved into a community and collaborates with brands to allow artists of fan communities to create licensed fan merch.
- 24. Gamechangers New Commerce - new technology The future - metaverse, crypto and NFTs New platforms - new commerce consumer-to-consumer, livestream, social commerce New generation - new expectations personalization, reclaiming, influence
- 25. The Roadmap to New Commerce Who (Seller/shopper) brand? creator? fans? c2c? Why support decisions? have fun? increase trust? How metaverse? livestream shopping? VR? chats? Where social media? games? Discord? my online shop?