Tag: adobe marketing cloud

Retailers expected to focus more heavily on mobile payments in 2016

Enthusiasm for mobile payments is growing quickly among retailers and consumers alike

In 2015, the mobile payments space began to emerge as a mainstream power. Over the holiday season, various businesses were exposed to the success that could be had from a focus on the mobile sector, and their enthusiasm for mobile payments is likely to carry over into this year. Matt Asay, vice president of mobile for Adobe Marketing Cloud, noted that the holiday season was a fantastic time for mobile shopping despite the fact that many consumers reported stress from using mobile payments services.

Retailers are being pressured to improve the mobile shopping experience

Asay suggests that consumers are fairly ahead of retailers when it comes to mobile shopping. They are well aware of what they want in a mobile shopping experience, and retailers have been struggling to accommodate the demands coming from consumers. Converting mobile shoppers into actual paying customers has proven to be a challenge. Retailers are expected to focus more heavily on improving the mobile shopping experience in 2016.

Report shows that mobile payments will comprise 45% of all e-commerce transactions by 2020

Retail - Mobile PaymentsAccording to a recent report from BI Intelligence, mobile payments will comprise 45% of all e-commerce transactions by 2020. This will account for approximately $284 billion in sales. This is three times more in sales that is expected to be reported in 2016. Retailers may have to shift focus away from mobile applications in order to effectively engage the customers that are becoming invested in mobile payments. Mobile websites have, thus far, provided a better shopping experience for consumers than applications.

More retailers may begin supporting mobile payments in physical stores

Retailers are expected to begin supporting mobile payments in their physical stores as a way to provide consumers with a worthwhile experience. Many consumers already use their smartphones and tablets in physical stores, but only to search for and research products that they are interested in. Retailers may be able to increase conversion rates by supporting mobile payments at physical stores, allowing consumers to make purchases with their devices rather than traditional forms of commerce.

Social media marketing boosts retail site traffic

To a growing extent, these platforms are driving visitors to online shopping sites.

The findings from the Q4 2013 Social Media Intelligence Report from Adobe have now been released and have revealed important social media marketing trends, revealing that this channel drives traffic to retail websites.Social Media Marketing Boost

This report looked into trends involving paid, earned and owned social media.

Among the primary findings of this social media marketing report was that Facebook, Twitter, Pinterest, and Tumblr were sending a tremendous and record breaking amount of valuable traffic onto retail websites in the last quarter of last year. It also determined that the revenue per visit (RPV) was rising across each of those networks.

This report used an extensive data analysis to provide meaningful social media marketing insight.

The analysis was performed using a considerable amount of aggregated and anonymous data that was collected from retail, travel, entertainment, and media sites from the last quarter of 2012 to the same quarter last year. This included over 1.5 billion posts on Facebook, approximately 240 impressions on that social network, in addition to 500 million unique social networking site visitors and 6.3 billion Facebook social engagements (which includes likes, shares, and comments). The Adobe Marketing Cloud was used for the paid social data.

The report that Adobe produced based on its analysis concluded that social media marketing is proving to play an exceptionally important role in the formation of the digital marketplace as well as in the way that consumers are being engaged by their favorite brands. That company feels that a more thorough understanding of these trends – regardless of whether they involve Facebook ads, Twitter links, or Pinterest retail placements – will help marketers to be able to improve the success of their campaigns.

Some of the more interesting data from the study also showed that there was a 340 percent year over year increase in the RPV from Tumblr, a 244 percent increase in the RPV from Pinterest, 131 percent from Twitter, and 72 percent from Facebook. This has revealed that when it comes to social media marketing, the ever-dominant Facebook is now starting to see some heavy competition moving in.