I thought the theme of the Jetsons meets Big Brother Retailer was an interesting metaphor to illustrate how consumer expectations of intelligent and convenient products/services match consumer expectations that marketers know enough about theme to be sophisticated in their communications.
Music to my ears. Have we finally arrived?
Hang tight. While the vision of mining behavioral data and applying it to sophisticated marketing communications is a goal, we still live in a fragmented marketing experience at best. While we know that 50% of consumers viewing email have their first “view” of an email on a mobile device, couple that with smartphone mCommerce challenges and you still have sluggish adoption on a 3”x5” device. I don’t know if small devices will ever be a great transactional platform in their present state. At least, not till we grow smaller fingers and thumbs, and aren’t able to leave devices at a restaurant or bar so easily.
Easy problem to solve, right? Bigger smartphone and smaller tablets! One that fits any size hand/finger?
According to American Express Publishing and Harrison Group, holiday gift spending is projected to rise 7.7% from last year. And when Amazon plans holiday hiring increases, you usually can count on a pretty good year. So while all trends suggest mobile devices aren’t slowing things down, are they greatly accelerating mCommerce?
What do we really know about the upcoming holiday season? I’ll try to sum up my view:
I’m excited to see some of the trends this year. I love the fact that virtually everything we do digitally is tracking some type of behavior (or can). Marketers are looking even deeper into behaviors to key on “Jetsons” behaviors.
I fully expect real-time or variable pricing to be a big test bed this year. It is nothing new for some industries (airlines and hotels, which have perishable inventories), but with longer shopping windows, more access and more information than ever before, the “deal” is going to be the focus, and it will have to be variable.
Be prepared. This implies more testing, more dynamic and real-time content, increased coordination between online advertising (Media:mobile/display/social) and direct communications through email. I predict the trend we’ll benchmark next year will be “conversion on tablet” and price compression tied to inventory pressures.