Ready to close out the year? Get Elastic's authors have put our heads together to bring you 5 digital commerce predictions for 2013.
2013 will be the year that sellers get serious about tying bricks and clicks together. We'll see more online pure plays establishing physical locations. At the other side of the spectrum, the Best Buys and Staples of the world will start doing a lot more integrated in-store app/help me navigate in the store/scan to order another size/get more info about this product help-me-now type of functionality.
There will be a renaissance/resurgence in email marketing (happening already), but with a big shift towards capturing incoming conversions from mobile mail applications. A large proportion of users check and respond to personal mail (as opposed to business mail) on their mobile devices, so it's logical that all CTAs, landing pages, and modified customer funnels associated with outbound mail campaigns should be much more tailored to the on-the-go experience. It will be interesting to see what tools and processes retailers bring online to boost these capture rates (e.g. responsive-style design for emails, landing pages, responsive workflows).
In 2013, we'll see more businesses embrace a seamless customer experience across all devices and touchpoints, with new business models and capabilities arising around apps. Success will depend on an organization's ability to extend their reach into these new paradigms, to track customers across all devices and domains and to make sense of the data pulled from disparate sources and splintering ecosystems.
The big buzz topics around the ecommerce and marketing blogosphere/conference-sphere will be "big data" and "how to market with Google+." We saw Google's Panda algorithm updates crack down on low quality links, and there's a strong indication that social links are the new trust currency. Don't be surprised if "Google+ Marketing" or "Google+ Optimization" becomes a core SEO agency offering.
HTML5 will begin to replace native apps in mobile commerce strategies, as Apple's dominance dwindles and Android and Windows Mobile grow. The ease of maintaining one experience that serves all platforms and the significant cost benefit will make this a no-brainer approach for organizations.
Big thank you to all our readers who have trucked with us through 2012! Wishing you a profitable 2013.