The year has been a period of great growth for e-commerce and events that have managed to set the tone such as the double-digit growth observed during Singles’ Day in China or the 50 percent increase in mobile sales during Black Friday in the United States is an example of the excellent health of this sector, which seems to be looking forward to a promising year. Faced with a promising outlook, it is necessary to consider what could be the trends Kuwait Phone Number List that will remain in force and could generate a great impact on e-commerce during 2017; which according to Criteo, are the following: The desktop has been the king of high-priced purchases, but in 2017 consumers will be just as comfortable buying expensive items from their smartphone. In the second quarter of 2016, the median order value was 27% higher in mobile than desktop1 and during the same period, the median order value was only 9% lower in mobile browsers than desktop. To capture the growing median order value, retailers must focus on consumer safety and convenience in the mobile checkout process. Consumers will feel more secure when completing a large purchase from their mobile if they experience easy navigation and a shorter checkout process. ”
“Retailers will look for opportunities to pool assets and face growing competition from Amazon. Increasingly, retailers will pool their resources, such as sharing customer data, to gain strength in competing with Amazon and lessen dependence on Facebook and Google. Amazon is expanding into new areas with diversification strategies, so in 2017 it will be essential for retailers to find the right partnerships to compete against the digital giant. ” PLA (Product Listing Ads, known as Google Shooping) will appear as a key channel for customer acquisition. In 2017, retailers will invest more in Google Shopping and expand their Search capabilities to improve customer discovery and conversions. As paid search becomes more competitive and advertisers more sophisticated with targeting and attribution, high-investment channels must be more accountable for results. This reaffirms that retailers should invest in search channels, such as PLAs that primarily target users in the discovery phase, and in technologies that put data behind customer acquisition efforts. ”
“Video advertising will harness the full potential of programmatic
This year, programmatic will not only be used for video ads, but also to automate ad creation and optimization. Thousands of dynamically generated variations of video ads will allow advertisers to run highly targeted and personalized campaigns. Now, programmatic advertisers can create thousands of combinations of text and images overlaid on video in real time to Phone Number List deliver a highly personalized experience. ” Manufacturers will demand more transparency in the trade marketing part. In 2017, manufacturers will demand more accurate and unbiased measurements of ROI on the large amounts of money they spend with retailers. Thus, manufacturers’ sales and marketing budgets will converge as consumers become more easily identifiable across platforms and media. Spending competition will increase as budgets are reordered toward branding and performance (results) goals. This means that, to compete for manufacturers ‘trade marketing budgets, retailers will need to have the right technology to accurately measure manufacturers’ ROI.