The New Era of Innovation in E-commerce
Dear all,
I would like to introduce to you a quite uncommon topic on this blog - internet marketing and e-commerce trends.
Nowadays, the absence of a company or brand on the Internet is unacceptable. Internet advertisement gives a lot more opportunities and brings better results than traditional equivalents. The use of many IT tools has completely changed the image of online trading. Today, companies have access to big data, tools collecting opinions about them on the Internet, CRM software, various monetization models, affiliate links and many more. The articles presented by me describes trends and tools used in e-commerce. But more importantly indicate the possible trends and tools that can be used in the near future. Already today we can notice huge changes. Even today we can use additional forms of payments (BLIK, Google Pay, MasterPass, Visa Checkout, PayPal) but also many FinTechs are working on newer methods, eg direct card to card payments.
Big Data helps with differentiating pricing strategies at the customer-product level and optimizing pricing using big data are becoming more achievable. At the same time Big Data is revolutionising how companies attain greater customer responsiveness and gain greater customer insights.
The marketing has also changed a lot, often instead of advertising with the participation of celebrities and actors, companies choose "Internet influencers”. Internet users trust the recommendations of real people much more than they trust advertising and promotion of brands in every guise. According to some studies, the ROI of blog posts of influencers is 11 times greater than the ROI of advertising banners after 12 months.
QUESTIONS TO ANSWEAR:
- Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
- How do you see the future of traditional advertising?
- Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
- Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
ARTICLE:
Interesting report. It ranges from general futurism, to specific arguments about the superiority of Hadoop over databases.
ReplyDelete1. Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
It still is. However, "professional look" has had a different meaning throughout the years (remember "splash screens" and "demos" on every page? Well, they seem to be having a comeback, with all these single page application 'loading, please wait' placeholders).
2. How do you see the future of traditional advertising?
What defines traditional? Newspaper advertisements? Billboards? The large firms are also evolving, and in case of celebrity marketing or cinematic product placement - they are not going away anytime soon. What may happen instead, some brands may disappear, or some goods may become commodified. I haven't seen washing powder add on YouTube recently.
3. Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
Very likely there will be some retaliation from the MSM if this slight trend ever becomes a threat. After all, amateurs can only go so far with their influence, and the corporation have enough financial resources to buy they all up, pay them off, or build their competition from scratch.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
Of course, but we may stop call it 'Big Data'. Nobody is getting excited about the fact, that all these new businesses rely heavily on transistors, silicon, TCP/IP or any other basic technology (regular expressions, JIT compilers, SSD storage). It will come pre-packaged in frameworks, and 99.999999% of programmers (or whatever we'll call them when there's no need to do manual programming) will have no idea how these things work. I mean real specialists here (technical leadears and above), for the general population it is all lumped together as nebulous 'magic'. Just look what happened with search engines (web and desktop). Does anybody know how to develop one? Or do they just plug in Elastic, Lucene or whatever is the current fad. Now can you imagine an e-commerce solution without search?
Thank You for commenting. Yes I absolutely agree that professional look means something else then few years ago. The pages you have on mind are called landing pages. They are suppose to have call to action, which basically means that you should buy immediately. Traditional means i.e. newspapers. Of course nowadays I see a tendency to use plugins, ready solutions instead of customised , done from scratch. They are suppose to be for not professionals but... it seems like everyone looks for the shortcuts even professionals. Hopefully we will not rely only on rigid ready solutions.
Delete1. Do you think that the professional look of the website is still very
ReplyDeleteimportant for brands or social media accounts and engagement with posting
there is more important?
Of course, maybe not like in ppp connection times when the website had to be
pretty and light! But still the look of the page is very important.
Personally, I disable ugly pages and I do not go back to them.
2. How do you see the future of traditional advertising?
If you perceive traditional advertising as much as I do, I think it will
last just like the traditional one that appears. After all, billboards or
advertising in the press will not disappear. Announcements will be hung on
poles and election posters on fences ;-)
3. Will influencer marketing sooner or later end with the same failure as
creating fictitious purchased reviews in forums?
I believe that this form of advertising will get bored and people will avoid
it as telemarketing avoids today.
4. Will Big Data become the absolute basis for any, even the smallest
e-commerce enterprise?
I think so. At the moment Big Data is so important for e-marketing and
e-commerce that without this company dealing with such activities could
not exist. Selling each other databases is a good deal. I live in the present
moment in northern Poland but I always have phones with invitations to presentations
from my old place of residence, where I had a phone number up to now :-D.
What is the surprise when requesting a refund of travel costs :-DDD
Hi mate, thanks for comment. I would not disable ugly websites, but certainly I am trying to avoid them, whenever possible. Well I thought that one day, when we will actually use flying cars, we will not have those billboards, or maybe there will be some sort of advertisement in the air. I see also a tendency that people are tired of influencers because they are just corrupted and it is hard to trust in their's words. Yes I heard that even Zalando want to use AI to suggest products to customers.
Delete1.Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
ReplyDeleteYes, I think that nowadays websita is a kind of first impression that brand can make on a customer. Of course social media are ecoming more importatn but usually when customers look for the information they search a website not scrolling the social media.
2. How do you see the future of traditional advertising?
I think that traditional advertising will be still pesent in a world. We live in a real world, not only online, so the companies have to use this space as well.
3Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
I dont think so. I think that influencer marketing exists since decades but it wasn't so popular to talk about it so some may not try it. The scale of this kind of marketing may change if something better willl come but it won't fade away.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
We will see but I think it is possible. If you want to sell some goods or services you have to be competetive and Big data makes it so.
Thanks for a comment. I just notices that especially Restaurants/Bars etc. just buy domain and redirect to facebook page, which seems a but weird, but on the other hand, it is easier to get all the information you are looking for. Well it depends whether we are going to use augmented reality glasses or something like that, because we might have a bit different advertisement options. Yes I agree about influencers, because before that there were also people like that even before instagram. They were using blogs, or any other way of communication and did the same thing.
Delete1. Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
ReplyDeleteA professional look is what can keep the reader's attention. If the look does not attract attention, even if the author of such a website is very committed, the reader will probably not get acquainted with the content.
2. How do you see the future of traditional advertising?
I think that traditional media such as the press or television will be the object of interest of advertisers for a long time. Advertisements on the Internet and such traditional ones reach a completely different group of recipients. Traditional media will not be abandoned, but will constitute only a smaller and smaller part of the advertising market.
3. Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
The influencer market is now very developed, which shows that it is an effective form of advertising for many companies. The biggest problem are unreliable influencers which in most cases break the market, because they do not check the product they recommend and only want to make a profit.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
Of course, collecting a large amount of data and building a system of recommendations is now the basis for building even a small online store.
Thanks for a comment. It is hard nowadays to surprise customers with website, everything seems to look very similar. What is extremely annoying in my opinion is when professional brand are using WIX or other creator for websites. It is ridiculous for me and I automatically look for other brand or company, because it is really cheap to pay even a student to make a website. I really hope that traditional advertisement will go away, simply because in the internet you can somehow replay to potential lays, people seems to be more cautious and understanding that it is selling technique. I really appreciate very few youtubers that keep their's channel free from ads and just relay on donations from viewers.
Delete1. If the look of the website would not affect the brand rating, there would be no investment in the development of websites. This development is purposeful. Not everything can be done on a social networking site. There the account can only be used for advertising. Private websites serve as aggregation of data. As we know, information is invaluable (e.g. customer base, etc.) Therefore, companies must maintain their websites in order not to share information with others.
ReplyDelete2. Traditional advertising is on the verge of extinction. Brands spend a lot of money on advertising to people who need it. This phenomenon is called contextual advertising. It consists in profiling the climber and directing the best possible advertising to him/her.
3. It is very likely that people will stop trusting opinions. At present, it is not certain whether the search results are profiled or objective.
4. Small companies do not need to create their customer databases and profiles. Such databases can be purchased and the factors on the basis of which profiling takes place are defined there. Of course, the more factors the better, because profiling is more accurate.
Thanks for a comment. I absolutely agree that traditional advertising is on the verge of extinction. In my opinion it is much more personal if the advertisement is online, it seems like someone know what I am looking for and give me an advise. I really don't like this selling databases stuff. I hope one day it will be illegal. Somehow everyone know that what you can read in the internet is fake, and it is not true, but still they are buying the crappy stuff just to check whether that was maybe truth.
DeleteDo you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
ReplyDeleteBefore a social-media-era, the professional brand website's visualisation was important. However, Nowadays much more important is to be seen, or - what's more valuable - to be saved in deep in our head. Nobody wants to go through the 'company history' or 'our products'. The most important is 'we are a football sponsor.' Today the professional look is still important but more as a simple positive content in media than a professional brand-website-look.
How do you know the future of traditional advertising?
I work for the most prominent media house in Poland, so to be aware of the future of traditional advertising is strictly linked to my profession. Generally speaking, the Internet is not only the ads-space but the knowledge platform as well. Many people (as me) read a lot of articles published in the net so we can learn many interesting items in the area.
Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
I don't think so. There are two different ways for an audience's creation. 'Empty likes' or 'Empty users' are like a short-view way to focus users on a subject like a brand. Influencer marketing uses many different styles, e.g. youtube influencers that workout their prestisge and next they promotes a client brand. The kind of marketing existed may age before, and I believe it is not going to die in the XXI century as well.
Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
It is a hard question. In general, the Internet is the most significant big data ever, so the most straightforward answer is the big data is the platform for all e-commerce enterprises now. However, if you ask about the marketing impact, the question is harder. I think the big data will be absolute basis for all of the businesses directly or indirectly. Direct impact will be generated when e-commerce uses AI technology with big data, and indirect effect will be made when e-commerce uses professional marketing tools like Facebook AdWords or Google AdWords for their work.
Thanks for a comment. I also think that design of a website is crucial, it helps to be perceived as very professional and trust-worthy. I think that too little attention is devoted to creating an image on the Internet, although it is crucial nowadays. In that case, I wonder if your job position is in jeopardy, because in fact thanks to machine learning, computers can also replace marketers and, based on large data sets, choose the best and most optimal advertising campaign.
DeleteHi Czarek, I think the AI revolution is like steam revolution or internet revolution as well. There will go 100 proffession out but in the place we will create a 130 new. AI will show how easy is to make decision, but not so easy to inspire us.
Delete
ReplyDelete1. Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
I guess it depends on company's target clients, but generally for me companies that do not have professional websites and rely only on social media accounts are not reliable and I wouldn't buy a thing from such a company. But then if you think of all this for example slow fashion, slow life stuff, there are many people who lack of proffessional webpage will consider in terms of advantage and being niche and will even more willingly buy products from such companies.
2. How do you see the future of traditional advertising?
I hope it will die of natural cause, especially leaflets. I really hate them, it's such a waste of money, paper and trees. And they always almost immediately end up in trash.
3. Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
I wouldn't be so sure about it. Influencers inspire people with their lifestyles, appearance, persuasion power. It's a different kettle of fish than clients' reviews on the Internet.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
I guess it already is the absolute basis. Something that is not present on the Internet ceases to be reliable nowadays. I mean except for dying proffessions such as: furriers, shoemakers etc.
Thanks for a comment. I totally agree with you, very few companies use professional programmers, looking for the cheapest solution, using the tragic wizards of ready-made websites, or outsource students who do not do professional looking and optimized for websites search engines. We have a similar approach to the traditional form of advertising, I never use the services advertised on leaflets, as soon as I see any in my box I immediately throw them away without even looking what they concern.
Delete1. Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
ReplyDeleteI think that the professional look of the website is still very important for companies, because not everyone needs to have an account on a social network. A good-looking website attracts attention and can make the potential client stay on it longer. A lot of young people have an account on a social network. Depending on the age of the customer in which the company targets it can be very beneficial for the company to publish messages there.
2. How do you see the future of traditional advertising?
I think that traditional advertising in the future may be replaced with digital advertising. Internet is present in almost every home and on mobile phones.
3. Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
I think not. Everything depends on the product, which is recommended by a famous person. The person who recommends realizes that advertising a low-quality product may badly affect her reputation because many people associate the product with the person who advertised it.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
I think so. Every person on the Internet generates large amounts of data. Their wise use can help company acquire new customers. The company will find out about customers preferences and adjust the offer to client.
Thanks for a comment. Two hundred sixty-six billion dollars. That’s how much advertisers around the world are expected to spend on digital advertising this year, according to eMarketer. And in just three short years from now, that amount is forecast to reach $376 billion—a 41% increase. I think it speaks for itself.Looking ahead, industry experts agree that budgets will shift to more controlled environments, with targeting that looks at context versus just demographics. Additionally, advertising will be able to take into account how people feel about a particular experience.
DeleteThis comment has been removed by the author.
ReplyDelete1. Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
ReplyDeleteYes of course. My opinion is that the professional look will always be important, both for the site and for simple products. Many brands have their own design, which helps them to differ from competitors
2. How do you see the future of traditional advertising?
What does traditional mean? If we mean on TV, then I think that she is migrating to the Internet. Today, even comes advertising during a telephone conversation (push messages). Still, companies will finance projects, events to promote themselves. I saw bank owners giving interviews to a blogger to promote their bank.
3. Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
Unfortunately, I do not have a clear answer, I think not. I think that large companies can create their own image and reviews.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
Yes, yes, of course, yes. This will become the absolute basis of any firm. I think that this is the future. More companies will go online. More data will have to be stored and manipulated.
Thanks for a comment. Over 70% of digital video and over 80% of display ads are forecasted to be bought through automated channels next year. As artificial intelligence is put to widespread use for context and clues to inform messaging. Still, advertising that comprises such elements as brand value, storytelling, and other more experiential tactics will always need a human driver. Advertising agencies that make it to the future are those that can champion creative but also have expertise in strategy, consumer insights, and measurement.
Delete1. The professional appearance of websites is still very important. A given brand can have a different number of clients and some of them may not have social media accounts at all. Especially if the brand is aimed mainly at older people. However, the use of social media accounts in these times is also important, you can announce promotions or discounts on the products in this way. By sharing posts, information about products of a given company will go to a larger audience.
ReplyDelete2. I think traditional advertising will be used for a very long time. Most of the producer wants to use all the ways of transferring information to get a client, and many of us look at billboards, for example when going to work in the morning. After all, we don't look specially at websites in search of promotions in our local shop.
3. These are difficult questions because, as in most reviews of some products, we have to consider how much these reviews are reliable information, not sponsored information. People who advertise a product may lie about it, so as not to lose their sponsor. Rarely do people who objectively review the product without fearing that the brand will break with them, when they speak negative about their product.
4. I think that this may happen in the future. More and more companies collect all kinds of information about their clients. It is a matter of time when small businesses will start using big data.
Thanks for a comment. There are some prediction for future made by experts. There’s a lot of skepticism about the future of advertising, and so it’s daunting to make a prediction when things are changing so quickly.The forces of digital disruption are empowering consumers to get what they want, when they want it. And increasingly that means that they don’t want to be interrupted by an ad that isn’t good or relevant. That pressure is a good thing because it forces marketers to do better. Technology is allowing marketers to push the boundaries in the brand/consumer relationship and, in the next few years, will transform the engagement model so that it’s much more curated and customized.
Delete1. Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
ReplyDeleteIn my opinion the view of the website is still important but doesn’t have so big influence on marketing such as social media. A website is just a business card so it should have a professional look. On the other hand, social media accounts are very popular nowadays and are an excellent marketing opportunity.
2. How do you see the future of traditional advertising?
The future certainly does not belong to traditional advertising. We have already many alternatives available, for example social media or Internet of Things. I think that the E-commerce is a future.
3. Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
No, I think that unfortunately it won’t stop. In my point of view unfair marketing always was and will be because people have a naive trust that can be used by influencers.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
Yes, I agree. The authors of the presented article claim that “big data analysis is not only for larger companies but also small companies”. It is simply a marketing method with great potential.
Thanks for a comment. A strategically developed website and online presence solution provides tremendous benefits and costing outlines. Website and social media accounts are accessible 24/7/365. By building a website you are giving your business the opportunity to tell consumers why they should trust you and the testimonials and facts to back up those opportunities. People tend to trust a business after they have done business with it. Using website, company can continuously serve consumers online and increase credibility as a business owner.
DeleteHello,
ReplyDeleteThank you for an interesting subject. Internet marketing and e-commerce are very close to each other, and it is a fact social media has an enormous influence on client acquisition.
Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
I think that there is no simple answer to that question because it depends on the type of business that you have. In some kinds of business, a good looking website is a "nice to have" but not "must have", and simple business card on a sales platform are good enough. From the other hand, if you have a large/exclusive/non-standard variety of stock, you would like to enhance user experience eventually you should build your online solution to present your assortment on its glare.
How do you see the future of traditional advertising?
More marketing automation, better audience targetting and fast and secure online transactions methods.
Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
(Micro)Influencing reveals to be a more precise tool in marketing strategy because for a reasonable amount of money you can achieve good sales score. Influencers, for example, more often enter into dialogue with fans, shorten the mythical "distance" with users, and their channels constitute a much more strongly grouped group. So, in my opinion, if you are selling a product that is targetted into a specific group, and this group has its representatives, smart actions will give you results.
Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
I think that if e-commerce enterprise uses, for example, AdWords or Audience Network, it's already using Big Data. As Tomasz said, you may not be an expert in the field yet you may be a user of the technology.
Thanks for a comment. Being visible worldwide means you are very likely to gain more customers. The more customers and visitors company have, the more sales company will generate. The more sales company will generate the happier owner and shareholders will be.Having a website and online presence strategy allows you to market your business online. There are lots of marketing strategies you can use to advertise and market your business. All online marketing strategies have been proven to be effective. The more professional your website is, the more advantages you can gain.
Delete1. In my opinion the professional look of the website is extremely important! Nowadays the IT tools make creating websites easier. I found ‘photo machine’ and I typed in Google the following phrase ‘photo machine Lublin’. I received lots of results but half of them did not convince me because of the design of the website and the information was difficult to find. Social media accounts are important as well because of the fact that almost everyone has an account in social media. An account gives a lot of opportunities e.g. in advertising products. My friend has opened the company which rents the lighting equipment and he uses Facebook, Instagram and regularly posts information there. He is close to potential clients. In my opinion the social media are becoming more and more popular but the websites are irreplaceable.
ReplyDelete2. I think that traditional advertising will exist in the future. We live in real world and do not spend 100% of our time online nowadays, neither will we do in the future, so we need a traditional advertising like billboards, newspapers advertisements or leaflets. Despite of using artificial intelligence which allows to advertise us “special offer”, people obtain a lot of information about new products and event from billboards and leaflets.
3. I hope that the time of influencer marketing will end! It is very annoying when somebody insistently tries to advertise products, and the person say that ‘everything is amazingly good’. Of source, it can be a truth but it is not in most cases. The public awareness is increasing so I think that it will end soon.
4. I am absolutely convinced that Big Data will rule the e-commerce market. Big Data is the huge database and it collects information which can be used in the future. Even now, the social media are profiling your account and show you products or information which suit for e.g. your last searches.
Yesterday, I looked for the red dress, and today I can see several red dresses as the advertisement on my Facebook profile.
Thank You for commenting. Technology is allowing marketers to push the boundaries in the brand/consumer relationship. Somehow everyone know that what you can read in the internet is fake, and it is not true, but still they are buying the crappy stuff just to check whether that was maybe truth.
DeleteI think that professional look of a website is crucial, especially if it's the only channel of interaction with a brand. People judge the credibility of brands by the quality of their websites. I heard about a fraud where criminals created a website of a better quality than the original one and people actually trusted that site enough to not check the domain name properly. Presence on social media is also very important, but probably it depends on the business what is more effective. I can't imagine a financial or insurance company without a professional website, but for example cake shops should benefit from the Instagram.
ReplyDeleteTraditional advertising doesn't seem to be cost effective and definitely isn't for small businesses. I think that most people are overwhelmed by commercials and they developed a mechanism to ignore them like the brain ignores the nose although it's in the field of vision. But traditional advertising still works for big companies so I guess it won't disappear in a while.
Influencers should value trust of their fans, so it's a different situation than with reviews on forums. You don't need any credibility to write a review, it will be shown on the main page of a product and people reading such review will trust you without even thinking who you are. If you're an influencer and you advertise something of a low quality you'll probably stop being an influencer after that.
Maybe Big Data and some personalized ads isn't so smart after all. I think that building an audience/fans base around own business and not advertising anything directly is much more effective.
Thanks for a comment. Using website, company can continuously serve consumers online and increase credibility as a business owner. Still, advertising that comprises such elements as brand value, storytelling, and other more experiential tactics will always need a human driver.
Delete1.Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
ReplyDeleteI think that nowadays most of marketing action such as brand building, commerce, consumer relation and others are taking place in social media. The big advantage of this medium is broad range of spreaded information, but even more important is the data we receive as the response for all this action. We can analyze it and drive business decision based on it. But I also think that integrity, and consequantive brand building should results in building profesional look at every available channels.
2.How do you see the future of traditional advertising?
I think that with time go through traditional advertising will be superseded be the modern types of advertising. This change will not happen overnight, but each of us is her witness. Although there will be areas in which traditional forms of advertising will last longer.
3.Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
In my opinion some of the marketing influencer will fall. And it will be the ones that are promoting poor products, ones that think only about short term benefits, forgetting about personal brand. On the other hand these influencer who are building their authority, and recommend good products that generates company's profit are now and will be indispensable in the future.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
Taking into account great results that are obtained by companies using Big Data approaches and the fact that there in reach for any, even small companies. I think that Big Data will become the absolute basis for e-commerce.
DeleteThanks for a comment. I also think that design of a website is crucial, it helps to be perceived as very professional and trust-worthy. I think that too little attention is devoted to creating an image on the Internet, although it is crucial nowadays. In that case, I wonder if your job position is in jeopardy, because in fact thanks to machine learning, computers can also replace marketers and, based on large data sets, choose the best and most optimal advertising campaign.
1. It depends on brands, but simple, good quality page - which is connected with social media activities - is still important, because even if some products are recommended by influencer, customers still want to see some information about that product, coming from the producer.
ReplyDelete2. I’m not specialist in advertising, and to be honest I am not interested in commercials and I avoid them, but I can guess that there is some psychological tricks that always do the job. Even though we now have 21st century, MLM and financial pyramid still exists as well.
3. Influencer marketing has the same problem as the commercials with the participation of famous people – influencers aren’t real people and in fact they make money from product placement. I am not sure that customers are smart enough to see that. I think they would rather get bored with influencers and find another gurus to follow.
4. In this days, when you can monitoring internet transactions, Big Data is always useful, even for watching your competitors.
Thanks for a comment. There are some prediction for future made by experts. There’s a lot of skepticism about the future of advertising, and so it’s daunting to make a prediction when things are changing so quickly.
Delete
ReplyDelete1 Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
Of course, but an unprofessional page with a good opinion about the product could convince visitors about theirs truthfulness and non-commercial nature of entries on the site. MOreover unprofessional site is several times cheaper so at the same price firm could invest in many source of this type of advertising.
2 How do you see the future of traditional advertising?
I think that in the future trafitional, nowadays way of advertising would change,but not many. Todays sales strategy based on selecting target group. In the future all comercial could be prepared specially for every user based on him browser history, localisations, biometric parameter, hobbies, detection of a need (broken car, childbirdt) and many many other.
3 Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
Most likely people will completely lose their trust in similar messages thrown into the network. Now this problem is checkled by teams which trying to recognise fake news.
4 Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
Big Data in small business? I don't think so. Small e-commerce can check how the users behave on their pages, but I don't think that it would be big data...maybe the main players on the market start selling this data to smaller but then the point is how many this data will cost. Really sensitive data which are collected now are very valuabke. If they start to collect more and more data about us, they will gain an advantage over others and certainly will not want to share them with even large sums of money.
Thanks for a comment. There are some prediction for future made by experts. I totally agree with you. In my opinion it is much more personal if the advertisement is online.
Delete1. Do you think that the professional look of the website is still very important for brands or social media accounts and engagement with posting there is more important?
ReplyDeleteI find it odd that brands feel it necessary to have social media presence. People have only 24 hours a day, why would anyone follow social media accounts of ones favourite yoghurt or kitchen appliances or clothing brand? I want to live in a world where website is much more important than social media.
2. How do you see the future of traditional advertising?
I think google-like advertising can be now called 'traditional' - it's been a while since we are targeted by ads. I like (or rather - don't don't like) it much more than bulk advertising, and use every mean I have to receive only interesting ones.
Old-traditional advertising (of which I have a chance to see only billboards) is waste of money in my opinion, and its wither is only a matter of time.
3. Will influencer marketing sooner or later end with the same failure as creating fictitious purchased reviews in forums?
I hope so, as I consider "influencer" a dirty word.
4. Will Big Data become the absolute basis for any, even the smallest e-commerce enterprise?
Not directly - the smallest niche enterprises can rely on word of mouth and targeted ads. And targeted ads provider uses Big Data.
Cezary,
ReplyDeleteMany thanks for interesting article and questions, which allow us to think over the phenomena linked to advertising market. We often forget to sacrifice enough attention to this selling aspect. For me, the most interesting was first and last issue – web sites trends and big data aspects versus e-commerce.
Ad. 1. In my opinion web pages are still more important than social media engagement. The first step is still web page. Social media is more important for internal purposes rather than contact with consumer. Of course, it looks differently dependently on the size and kind of business. For example, small popular services business (like hairdresser, beautician) can develop their recipients’ database only basing on social media, even without web page. But for bigger companies, the proportion is totally different and preparing proper homepage seems to be a very huge challenge.
That’s why knowing the difference between a trend in the industry and a passing fad is so important when designing your website — you want to ensure that your design will look great for several years.
Something that looked modern and fresh yesterday can appear dated seemingly overnight, and trends once dismissed as irrevocably passé can unexpectedly cycle back in vogue. It seems that in this respect what was possible, already happen… But each year brings new ideas and solutions, for example:
1. More and more companies are turning to big, bold typography to anchor their homepages. This style works best when the rest of the page is kept minimal and clean.
2. Cinemagraphs -- high-quality videos or GIFs that run on a smooth, continuous loop -- have become a popular way to add movement and visual interest to otherwise static pages. Full-screen loops, create immediate interest on an otherwise simple page.
3. Some websites are cutting out images and prominent navigation sections altogether, relying on a few choice lines of straightforward text to inform visitors about their company.
4. Some companies use their homepages real estate to simply describe their mission statement and provide links to samples of their work. It's a modern, uncluttered approach to presenting information.
5. Taking classic minimalism to the extreme, some designers are defying conventions of what a website needs to look like, displaying just the absolute bare necessities.
6. Staying current on web design trends is crucial to the success of your website. A lot changes every twelve months in terms of popularity with visuals, algorithm updates, and best practices.
Next years will probably be all about delivering on user experience: web design trends will prioritize speed and mobile design, eye-catching simple designs with asymmetrical layouts, immersive video backgrounds, and more.
Ad. 2. For me, there is no traditional marketing. It has to be modified all the time, so it is always practically modern. Otherwise it doesn’t work, because only attractive methods can work in this respect. They have to make people desire the given product or service, so marketing has to attract the customers’ attention.
ReplyDeleteAd. 3. As for influencer marketing, for me this is simply the same as “creating fictitious purchased reviews in forums”. Both activities are not fair, not honest and shouldn’t be used as such.
Ad. 4. Availability of data has created the opportunity to utilise past trends and performances for growth, allowing companies to improve customer satisfaction via better products and services.
Big Data plays an important role in tracking the entire journey of a customer, from entry to exit. An average online shopper may not realise that every click is being monitored and that all purchases being made are captured from beginning to end. Dividing customers into different segments based on a combination of purchase patterns and demographic details makes it easier to target them better. Such categorisations are even more critical during campaigns and festive sales, when companies invest heavily to attract new customers and retain existing base.
As a next step to customer behavioural analysis, e-retailers use recommender systems to generate recommendations autonomously for individual users based on past purchases and searches, as well as on the behaviour of other, similar users. This not only provides an interactive and richer experience to customers, but also improves the retailer’s ability to increase sales through cross-sell and up-sell.
Customer feedback is undoubtedly the most important tool for companies looking at improving their business. Sentiment analysis is a method of identifying customers’ reviews and opinions about products and services. Big Data helps in processing a large amount of reviews that are not in similar formats, and stores the combination of data, which is more efficient.
Big Data has helped the e-commerce industry in many ways, but there are still an infinite number of possibilities to explore. Many companies have already started using Big Data for real-time analysis.
Big Data when combined with the Internet of Things can also certainly open endless opportunities for decision making. IoT connects multiple devices via the internet, generating vast amounts of data.
I am absolutely sure that all of those aspects make Big Data the base of all e-commerce businesses!
Many thanks and best regards,
Marta