Facebook Algorithm Changes: Time To Diversify Your Digital Marketing Channels

Digital Media Channels

Worried about how Facebook changes effect your marketing? Then diversify your digital media channels to reduce risk and maximize results. Includes digital media channel analysis and actionable tips.

The post Facebook Algorithm Changes: Time To Diversify Your Digital Marketing Channels appeared first on Heidi Cohen.


Source: https://heidicohen.com/digital-media-channels/

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Experience-Driven Commerce from Elastic Path and Adobe: making every moment shoppable

Today, at the NRF show in New York, Adobe announced a new set of services to enable experience-driven commerce. Elastic Path and Adobe, together, have been creating exciting new opportunities for retailers seeking to up their game.

Elastic Path has always been focused on experience-driven commerce. The products we engineer allow companies to embed commerce in any conceivable current or future customer experience. As far back as 2012, we pioneered an enterprise-grade commerce solution that integrates directly with Adobe. We focused on two critical capabilities for retailers: business agility and customer intimacy.

retail store customize shoe

Business agility: pivot quickly to win the day

Being able to pivot rapidly in highly competitive markets like retail is crucial to survival. Imagine it is noon on the day you are launching a hot new product and your offer includes the new product plus an accessory. At 12:01 p.m. you notice a competitor is making the same offer. Would you be able to respond by 12:15 p.m.? And could you offer that response across all touchpoints—including in-store?

If it takes days to change systems to create a new offer or make a simple price change, a competitor with more agile systems will undoubtedly scoop your deal. Adobe’s content and marketing products integrated with Elastic Path Commerce provide retailers with a solution that can move quickly to respond to shifting market conditions and seize on opportunity.

Customer intimacy: draw customers closer no matter where they are

Experience-driven commerce is about customer experience, relationships and personalization. Retailers that benefit most from Elastic Path and Adobe are organizations looking to redefine customer engagement. They no longer view customer interactions as transactions.

They aren’t looking just for “add to cart” functionality, price lists, tax calculation, catalogues and payment processing. They are looking to improve the overall customer experience — adopting technologies like machine learning, augmented reality and the Internet of Things which will change the way people live, not just how they shop.

They are trying to conceive new ways of doing business that anticipate individual needs and remove bottlenecks to make their lives easier. They aspire to monetize customer experiences that move effortless across any number of different touchpoints to create value at the perfect time in that customer’s life.

connected car

Elastic Path allows retailers to create consistent experiences across any customer touchpoint. Experience designers only need to know how to work with Adobe and Elastic Path to build any experience and embed commerce. Any changes are automatically conveyed to all touchpoints. Any strategies like personalized offers and dynamic pricing are easily set in place.

Experience-driven commerce moves at the speed of shoppers through any touchpoint, blending digital with bricks and mortar commerce.

Avant garde retail: deluxe digital meets fabulous bricks and mortar

One Luxury Destination is a great example of experience-driven retail commerce leveraging Adobe and Elastic Path. To attract fashionistas from around the world to the famed Via Montenapoleone in Mila, top design houses including Giorgio Armani, Larusmiani, Prada and Gucci teamed up with luxury hotels to create a shopping experience that extends beyond the Via.

Prior to their trip, shoppers can tour Via Montenapoleone on OneLuxuryDestination.com. When they arrive at fashion central, they enjoy personal shoppers, private dressing rooms, and a 24-hour personalized online concierge to book tickets, restaurants and more.

Guests communicate with their personal shoppers and concierge, through the mobile app M Luxury and have the option to create exclusive, shopping events in the sumptuous VIP Lounge. On the Via, VIPs use M Luxury to access augmented in-store and outdoor experiences as they browse the district.

intimate ipad in retail store blog image

The app serves personalized content, offers and notifications of nearby events as shoppers explore the district and they can buy at any point during their stay—as well as long after their visit.

The combination of physical and digital elements establishes connections with customers before, during and after their visit, creating a personalized shopping experience that redefines the meaning of luxury.

Not all retail experiences will be as deluxe as One Luxury, but they can all benefit from the same strategies and underlying technologies. Experience-driven commerce begins with seamlessly integrated commerce and content tools. Elastic Path works with Adobe to help organizations engage with customers during any stage of their shopping journey – with no silos, no conflicts, and no limits.

one luxury shopper


Become an experience-driven organization, pivot quickly and ensure every customer moment is shoppable. Learn about Elastic Path Commerce for Adobe.

Elastic Path will be at NRF and it would be great to meet with you. Want to connect in NYC? Contact us at info@elasticpath.com

 

The post Experience-Driven Commerce from Elastic Path and Adobe: making every moment shoppable appeared first on Get Elastic Ecommerce Blog.

Source: https://www.getelastic.com/experience-driven-commerce-from-elastic-path-and-adobe-making-every-moment-shoppable

Google Search Trends: How Online Shoppers Find Purchase Ideas and Inspiration

Online shoppers looking for purchase ideas and inspiration are increasingly using search queries that include terms like “ideas,” “shopping list,” and “brands,” according to recent research from Think With Google. Read the full article at MarketingProfs
Source: https://www.marketingprofs.com/charts/2018/33410/google-search-trends-how-online-shoppers-find-purchase-ideas-and-inspiration

3 ting du bør ha klart når du skal lage en hjemmeside

Hva bør du som ønsker seg en flott hjemmeside ha klargjort, for det webdesign firmaet du har utvalgt, til å lage din drømme side. – Her har vi samlet 3 ting du bør ha klart når du skal lage en hjemmeside. Enten lage den selv, eller sette den bort til noen som kan lage den for deg.
from EasyEdit.no http://www.easyedit.no/n_18_3-ting-du-bor-ha-klart-nar-du-skal-lage-en-hjemmeside.html

Source: https://easyeditcms.tumblr.com/post/169558072464

Commerce Trends for 2018: #1 Personalization in B2B

For a few years, personalization has been B2C commerce’s favorite catch phrase: know your customer, personalize the offers and prices, sell at the right time and keep communicating until you build a relationship and not just a sale.

But what about personalization for B2B (business to business) sales? In 2016 Gartner predicted that B2B companies that incorporate personalization into digital commerce will increase revenues by 15%. But do B2C techniques work for this audience?

Consumer marketing attempts to personalize for one person, and often uses emotions to connect and convince.

However, B2B marketing and sales often must address a board room of decision makers, any one of whom may block or veto a sale. Their approval is driven by logic and trust. That’s why it’s critical to provide the information businesses need from the get-go, anticipate their questions and initial reservations, and build trust—at the speed they choose, through their medium of choice.

shopping cart on laptop stats

B2B will look more like B2C

B2B has evolved way past just a simple order entry portal where customers already know what they want.

As early as 2015, Forrester saw manufacturers, distributers and wholesalers migrating their business to the web. In a sample survey of B2B buyers, they found that 74% of buyers research online and prefer to buy online through a “self-serve” website, rather than deal with a sales representative.1

In their 2016 Digital Commerce Hype Cycle, Gartner predicted that by 2018, companies that “consumerize” their B2B commerce will gain market share and see revenue increase up to 25%.

It’s critical for B2B companies to create immersive, contextual commerce experiences—as personal as a sales rep, but with much wider reach.

We predict the following three ways B2B companies will pursue personalization during 2018 and beyond.

multi-touchpoint commerce hand icons

1. Multi-touchpoint commerce

Customers expect to interact with B2B brands across many touchpoints including web, mobile, in-app, social, as well as in person. B2B marketers must be prepared to meet their customers via any touchpoint.

Even more than in B2C, B2B customer interactions must be choreographed under a single, strong, trustworthy brand experience.

Yet, according to Forrester, only 23% of B2B marketers feel they have customer-centric systems that allow multi-touchpoint commerce. Companies are still organized to prioritize one touchpoint (usually the website) or create channels for single product lines, rather than architecting systems for multi-touchpoint, conversational commerce.

B2B companies that adopt multi-channel commerce will benefit from being able to engage with customers from one touchpoint to another with more knowledge about what customers are looking for and how. This allows marketing to create targeted content that may help decision making. It can also allow marketing to cross-sell and upsell opportunities that generate higher average order values and more repeat purchases.

2. Power personalization with artificial intelligence

Following individuals across many touchpoints allows companies to improve their personalization efforts. While most of the focus has been on uses in B2C, B2B companies can use artificial intelligence to sift through customer data to create an “aggregate customer” from among individuals at the same company. They can then predict both individual and aggregate intent, as well as identify industry trends and target companies “ready” for purchase. This allows marketing to put together content targeted to individuals and special offers and bundles that make sense for the company as a whole.

Artificial intelligence will also power personalized pricing in B2B settings. According to Gartner, 40% of B2B digital commerce sites will use price optimization algorithms to create custom price lists for each customer. This goes a step beyond dynamic pricing where companies change prices based on supply and demand. Amazon, Walmart, Best Buy and eBay automatically update prices several times a day based on margins, supply and demand, as well as conversion rates and customer history. B2B companies will adopt these same pricing methods over time.

best of breed horses

3. Return to best-of-breed commerce solutions

Enterprise-class companies are no longer looking to add more servers to ensure they can sell many different products at varying prices to customers through any touchpoint. Scaling that way is extremely complex and expensive, often leading to failure. To build consistent customer experiences across multiple touchpoints, larger companies with high revenues and unique business models won’t be looking toward single-stack SaaS commerce platforms either.

They require enterprise-grade, best-of-breed commerce solutions that reflect their business model and can change rapidly in the face of competitive challenges.

A carefully thought out solution takes advantage of complementary technologies including customer experience, commerce, big data analytics, marketing campaign management, and personalization engines to name a few. The key is to ensure the parts can all easily work together with a single master commerce system to monetize customer experiences that go well beyond “add to cart” and discount coupons.

6.6 trillion commerce sales 2020 graphic

The $6.6 trillion prize

B2B will rely more heavily on multi-channel experiences, best-of-breed solutions and artificial intelligence to anticipate and serve business customers. Their investments in these technologies will pay off. Frost & Sullivan predicts B2B commerce sales will reach $6.6 trillion by 2020, overtaking the B2C commerce sales forecast of $3.2 trillion. The B2B market in the US alone is projected to hit $1.2 trillion in sales.

Personalization— and advanced commerce capabilities—will be critical for any company that wants a piece of that pie.

From everyone at Get Elastic, we wish you all a happy and prosperous new year.

1 pointB, Three Takeaways from the 2015 Internet Retailer Conference and Expo


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The post Commerce Trends for 2018: #1 Personalization in B2B appeared first on Get Elastic Ecommerce Blog.

Source: https://www.getelastic.com/commerce-trends-2018-1-personalization-b2b