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RESEARCH, ANALYSIS & TRENDS
By analyzing usage data, web ads and content can be such as instant payment, in which a certain amount is
more and more individualized. Whoever analyzes, for credited to the beneficiary's account in a matter of sec-
instance, information about visitor behavior on the web- onds. Besides that, more machine-to-machine payment
site, can provide context-sensitive content. That means, is expected, like the ‘Dash Button’ of Amazon, but so
users get matching content regarding their course of far there are no binding standards given, yet.
history and online behavior. Certainly, in addition to the
website, online and offline channels should be used for Data Consolidation will be indispensable
data collection. Especially the younger generations, millennials and
centennials, will be open to release more data in 2016.
Mobile will continue to rule
As there will be more connected devices coming along
Many digital advancements will be made in 2016 and with the Internet of Things (IoT), and as overall connec-
finally gain some mojo - from the rise of mobile messag- tivity between people and things increases, more young
ing apps to mobile commerce. According to eMarketer, people are simply expected to give personal data to
for instance, we have to prepare for consumers talking marketers and publishers. They might not admit that
to Personal Assistants through their smartphones and they do it, and they might not be happy about it, but at
cars. With the rise of smart watches and connected this point in time consumers are hooked on the conven-
home devices, they will be getting used to talk to a vari- ience and value of the connected world.
ety of devices wherever they are. Therefore, marketers Every purchase from an online store, each click in an
need to be ready to optimize digital content for speech- online game or social media activity generates data.
based (not keyword) queries and learn how to make
sure that content can be discovered by Personal Assis- Hence, the constantly growing amount of data - Big
Data - can’t be easily processed by IT systems any
tants.
longer. That’s where marketing automation comes into
Digital Payment solutions will soar play as it enables marketers to plan, control and evalu-
ate multistage campaigns more efficiently. More infor-
The divide between digital and physical commerce will
be further bridged in 2016 as mobile wallets become a mation about customers simply provides a better, cus-
standard feature on newer smartphones and more re- tomized approach and can bring greater efficiency and
tailers accept proximity payments from systems like Ap- effectiveness in marketing.
ple Pay, Android Pay, Samsung Pay and others. Mobile To address customers in a target-oriented manner, it is
payment solutions will take off for the reason alone that imperative to have a holistic view of the customer - who
the progressive digitalization is reflected in virtually all they are, what they want and how they interact with the
living and working areas. That will leave its mark in the brand – in order to respond appropriately to their needs
online payment industry which sees the trends of inter- in terms of products and services. The creation of a so-
nationalization, omnichannel and novel commerce con- called ‘single customer view’ is only possible if all data
cepts on the rise. and information on the customer are integrated in a
“one and only” database – known as Customer Rela-
The lines between sales channels will vanish more and
more, forcing online retailers to adjust their ordering pro- tionship Management (CRM) system. It is the basis for
cesses to the preferences and needs of their target a 360-degree customer view which records customer-
group. Further, it is expected that in 2016 new com- relevant information as a hub and is linked with other
merce and payment concepts will move mainstream, systems. Have a good start of your new working year!◊
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
By analyzing usage data, web ads and content can be such as instant payment, in which a certain amount is
more and more individualized. Whoever analyzes, for credited to the beneficiary's account in a matter of sec-
instance, information about visitor behavior on the web- onds. Besides that, more machine-to-machine payment
site, can provide context-sensitive content. That means, is expected, like the ‘Dash Button’ of Amazon, but so
users get matching content regarding their course of far there are no binding standards given, yet.
history and online behavior. Certainly, in addition to the
website, online and offline channels should be used for Data Consolidation will be indispensable
data collection. Especially the younger generations, millennials and
centennials, will be open to release more data in 2016.
Mobile will continue to rule
As there will be more connected devices coming along
Many digital advancements will be made in 2016 and with the Internet of Things (IoT), and as overall connec-
finally gain some mojo - from the rise of mobile messag- tivity between people and things increases, more young
ing apps to mobile commerce. According to eMarketer, people are simply expected to give personal data to
for instance, we have to prepare for consumers talking marketers and publishers. They might not admit that
to Personal Assistants through their smartphones and they do it, and they might not be happy about it, but at
cars. With the rise of smart watches and connected this point in time consumers are hooked on the conven-
home devices, they will be getting used to talk to a vari- ience and value of the connected world.
ety of devices wherever they are. Therefore, marketers Every purchase from an online store, each click in an
need to be ready to optimize digital content for speech- online game or social media activity generates data.
based (not keyword) queries and learn how to make
sure that content can be discovered by Personal Assis- Hence, the constantly growing amount of data - Big
Data - can’t be easily processed by IT systems any
tants.
longer. That’s where marketing automation comes into
Digital Payment solutions will soar play as it enables marketers to plan, control and evalu-
ate multistage campaigns more efficiently. More infor-
The divide between digital and physical commerce will
be further bridged in 2016 as mobile wallets become a mation about customers simply provides a better, cus-
standard feature on newer smartphones and more re- tomized approach and can bring greater efficiency and
tailers accept proximity payments from systems like Ap- effectiveness in marketing.
ple Pay, Android Pay, Samsung Pay and others. Mobile To address customers in a target-oriented manner, it is
payment solutions will take off for the reason alone that imperative to have a holistic view of the customer - who
the progressive digitalization is reflected in virtually all they are, what they want and how they interact with the
living and working areas. That will leave its mark in the brand – in order to respond appropriately to their needs
online payment industry which sees the trends of inter- in terms of products and services. The creation of a so-
nationalization, omnichannel and novel commerce con- called ‘single customer view’ is only possible if all data
cepts on the rise. and information on the customer are integrated in a
“one and only” database – known as Customer Rela-
The lines between sales channels will vanish more and
more, forcing online retailers to adjust their ordering pro- tionship Management (CRM) system. It is the basis for
cesses to the preferences and needs of their target a 360-degree customer view which records customer-
group. Further, it is expected that in 2016 new com- relevant information as a hub and is linked with other
merce and payment concepts will move mainstream, systems. Have a good start of your new working year!◊
By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
