This week’s articles examine the underutilization of some advanced marketing automation techniques, how some companies are creating more-shoppable content, the challenges that many retailers are experiencing with personalization, and more.
- Are Advanced Marketing Automation Techniques Underutilized? [eMarketer]: More advanced automation techniques — such as profile-based targeting — are not utilized as much as simpler techniques are.
- How Content is Becoming More Shoppable [L2]: Successful companies are finding ways to make video and other content more shoppable.
- Despite expectations of personalization, most shoppers don’t want to share data [Retail Dive]: According to a recent survey, only 43 percent of users are willing to share data with their favorite retailers.
- Mobile Shopping Doesn’t Mean Skipping The Store [Forbes]: Nearly one-half of users who order from mobile devices choose in-store pickup, speaking to the importance of the whole purchase experience.
- Social Commerce Not a Hit—Except When It Is [eMarketer]: While few users are clicking on ads through social media, those who do click are three to five times more likely to purchase.
- ‘Same-Store Sales’ Is Retail’s Increasingly Irrelevant Metric [Forbes]: Many omnichannel-focused retailers are experiencing flat — or even declining — store sales alongside double-digit growth rates from the e-commerce business.
- Amazon Doesn’t Do Long-tail. Why Should You? [Practical Ecommerce]: Online retailers should be cautious about offering an endless-aisle approach.