Will “nonline” shopping help thrwart the negative retail effects of showrooming?
By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
As the 2012 holiday shopping season heats up, one trend many marketers and analysts will closely monitor is the concept of “showrooming.” Showrooming occurs when consumers try out merchandise in stores then go online to buy them, often at a discounted price.
Fifty-six percent of American consumers are expected to participate in some aspect of showrooming this holiday season, according to Mobile Marketer.
Showrooming is driving many brick-and-mortar retailers crazy as they attempt to thwart the effects of Amazon and other online retailers on their bottom line. It’s also causing several well-known global retail giants, including Best Buy, to seriously rethink the physical size and make-up of their stores.
So what’s a savvy retailer marketer to do in the wake of showrooming’s rise and dominance of commerce?
The marketing geniuses at Google might just have the answer. After surveying 1,500 holiday consumers about their shopping habits, Google has found that the “lines between online and offline commerce are blurring,” according to Direct Marketing News. Google details these findings in its recently released Pre-Holiday 2012 Consumer Intentions study.
Despite dire predictions within marketing ranks that consumers would start to skip physical stores entirely in favor of online shopping, Google’s study finds that isn’t the case. In fact, the distinction between online and offline shopping are disappearing.
The concept is called “nonline” shopping. And it may harken the next great wave in-store shopper marketing.According to the Google study, 51 percent of surveyed consumers intend to research a product online and visit the store to buy it; 32 percent plan on researching an item online, inspecting it in the store and then retreating back online to complete the transaction.
“I think the whole concept of nonline is customers are connected to brands at all times of the day, and they’re going to choose how they want to interact and, at the end of the day, purchase,” Brett Goffin, Google’s retail head of industry, told DMNews. “The retailers who understand that are going to be ones in the long-term that, we believe, are going to succeed.”
‘Nonline’ Shopping’s Lessons for Marketers
The Google study presents a multitude of insights for digital and shopper marketers.
According to Google’s Goffin two factors are contributing to the blurring of offline and online shopping: consumers’ rising comfort with online shopping and their decreased fears over online credit-card fraud. (more…)
By Sultan Riaz | @Riaz_MediaWhiz | Marketing Coordinator
MediaWhiz’s leaders are continually sought after as resources for opinions, advice and expertise, based on our deep understanding of industry trends, the needs of our customers and the broader marketplace in which we operate.
For the week of Nov. 12-16, 2012, MediaWhiz experts were quoted or featured on a variety of digital media news and trends, including online lead-generation in the post-PC era; extolling the role and value of affiliate marketing; best practices for online lead conversion; and what it’s like to be a digital media buyer. | Read previous MediaWhiz In the News posts.
Roundtable Discussion: Lead Generation in a Post-PC World
DMConfidential | Nov. 15, 2012 | Featuring Ori Carmel
Ori Carmel, VP of performance strategy, MediaWhiz
To understand the impact of mobile on the lead-gen industry, and online marketing as a whole, marketers should look toward the developing countries in Africa and Central and South America. There they will find the future of mobile lead generation and e-commerce.
Lacking infrastructure, entire regions in the developing world have leapfrogged the PC era. People in these regions rely on mobile technology to operate and streamline many aspects of everyday life, including business interactions, regardless of how large or small those businesses are. At the click of a button individuals can conduct their entire business cycle, including acquiring new customers and solidifying existing ones through mobile-optimized e-commerce and lead-gen platforms.
For the lead-gen world, the implications are massive. As the U.S. transitions to the complete mobilization and personalization of both information and access, potential and existing consumers can now be reached at any time, in any place. This ongoing shift, which is only speeding up, is changing consumption patterns of information and purchasing right before our eyes. Marketers can gather more precise and relevant information to better tailor offers to behavioral and demographic profiles. Brands can pinpoint the exact moment at which the potential client is most receptive to signing up or converting.
Furthermore, with increasing resources going toward tailoring brands’ mobile presences and usability, consumers continually grow accustomed and now expect to be able to gather info, sign up and transact online. As a result, consumers are more receptive than ever to being targeted for intelligent, value-driven offers and opportunities on their mobile devices.
The future of PC usage in the U.S., or anywhere else for that matter, is far from obsolete. However, it is certainly past the growth stages of its life cycle.
Let’s Give Affiliate Marketing Its Due Respect
DMConfidential | Nov. 12, 2012 | Op-Ed by Peter Klein
Rodney Dangerfield would have loved affiliate marketing. It gets no respect, at least not from CMOs and senior marketers.
Long considered the ugly stepchild of digital marketing, affiliate marketing has grown to become one of the leading drivers of brands’ online marketing success. It accounts for more than $21 billion in online advertising revenues in 2011, according to the IAB.
Thankfully, this lack of respect is starting to change. Marketers are taking notice — affiliate marketing is a powerful force in brands’ online marketing strategies. Read more …
By Daryl Colwell | @DHColwell | VP, Business Development
Editor’s note: The following is an excerpt of an op-ed originally published in MediaPost. Read the full opinion piece here.
Six months ago, mobile payments were on the ropes. Consumers weren’t interested or, worse, didn’t understand the value proposition. Business adoption was at a novel, if less-than-promising, growth stage.
What a difference a few months makes.
Mobile payments, which allow consumers to use their smartphones to make in-store purchases, received a major shot in the arm recently, courtesy of Starbucks’ $25 million investment in Square. The funky start-up, founded by Jack Dorsey of Twitter fame, has created a payment system that allows local merchants to accept credit card purchases with a mobile device.
The mobile wallet is growing up. But is the hype outweighing the consumer value?
The use of mobile wallets and Near Field Communications (NFC) — the technology behind mobile payments — are on the rise. Analysts peg the global transaction value of mobile payments at nearly $1 trillion by 2014, up from $162 billion in 2010, and 24% of all global e-commerce by 2017. By 2015, Forrester forecasts that NFC-enabled handsets will comprise 15% to 25% of all mobile phones in the U.S.
Mobile payments’ future is bolstered by reports that Google now supports all credit and debit cards on its Google Wallet app for Android devices.
With two key factors — ease-of-use and rate of adoption — moving in the right direction, mobile payments may finally reach their lofty potential. But there is still a long way toward mainstream adoption.
Read the full op-ed in MediaPost.