DMEXCO is the meeting place and a community for key players in digital business, marketing, and innovation. This year, DMEXCO takes place virtually on the new digital event platform DMEXCO @home from September 23 to 24, 2020. You can experience networking, exchange & business in a decentralized, seamless and easy way – wherever you are: at home, in the office or on the go. Get your ticket now!
DMEXCO 2020 trends – Why “Attitude Matters” in E-commerce
Under the motto ‘Attitude Matters’ DMEXCO @home, September 23 & 24, will innovate in digital for a fully integrated virtual conference and trade show with matchmaking opportunities. Never before has attitude been more important than in this pandemic as the world struggles between human and economic survival. Never before has there been such an accelerated digitization of work, life and shopping across the globe. What is the impact on E-commerce in this changing landscape?
Between February and June 2020, the internet sales volume in the EU increased by 17.4% but according to Statistica, growth has fluctuated wildly since the onset of the pandemic. Despite some supply chain challenges during lock down, Amazon has announced record sales growth. Is this the future for E-commerce, discussed on a DMEXCO blog or is it too early to tell? There is uncertainty in this pandemic but it is time to push the reset button and collectively look ahead. As the European meeting place for business of the future, the DMEXCO community will be covering the key e-commerce trends with discussions from industry leaders, practical deep dive sessions, master classes and innovative exhibitors. Some key trends to consider:
Green pressure and digital corporate responsibility
The world may be temporarily relieved of looking for carbon offsetting solutions to compensate for global travel, like the DMEXCO forest environmental initiative launched last year but green pressure is here to stay. For example, in the UK, this green trend in mobility can be seen as Tesla has become the third best selling car and in France it is the only brand to see an increase in registrations in 2020. For DMEXCO @home, this is a relevant trend and a section of the conference is dedicated to the future of ‘Mobility and Urbanisation’ with leading industry speakers such as Thomas Ingenlath, CEO Polestar & Head of Design Volvo. Consumers will continue to see sustainability and digital corporate responsibility as a factor in making purchasing decisions. Not every e-commerce company will have the same attitude but having an attitude on how brands can drive societal innovation and take digital responsibility is business relevant.
Augmented Reality/Virtual Reality coming into their own in Corona times?
Virtual reality (VR) and its closely related cousin augmented reality (AR) have been touted for several years now as technologies likely to have a profoundly transformative effect on the way we shop. This year has seen severe restrictions on the physical retail market and consumers have had to rely on a virtual experience. Will augmented reality become a key component of the e-commerce experience as consumer habits change? A DMEXCO blog story outlines some examples of retail apps, such as Ikea, which provides a virtual, life like experience of the CX experience or the Amazon AR app. This is an innovative trend to watch for both business to consumer and business to business e-commerce markets.
Smartphones have almost become an extension of our bodies, and with it, the market for mobile apps is one of the fastest growing segments in the technology market. Creating an attractive mobile commerce experience is not just about repurposing a website. Maximizing the technical opportunities in mobile payment systems, location based marketing, app development and marketing and integrating the technology with the latest consumer trends are key drivers to achieving success.
Visual, Voice and Which Channel?
The much touted prediction that half searches would be made via voice has not yet been reached but Google has reported an increased number of searches using voice. Despite some setbacks in consumer trust over Alexa, voice technology is a trend both in search and purchasing that shouldn’t be ignored in a long term e-commerce strategy. For successful sales, online shops can’t just have a web presence but need to be integrated into an omni channel sales and marketing strategy with the right technologies for the target market. A report by hubspot reveals that 71% are more likely to purchase based on social media referrals. This trend extends to ‘shop on social media’, where visual becomes even more important to the customer experience, particularly as generation Z comes into the market.
Artificial Intelligence, Personalization and Localization
A study from Juniper Research has found that global retailer spending on AI will reach $7.3 billion per annum by 2022, as retailers target new avenues to increase personalization of the customer experience. Customers are much more likely to purchase when the experience is personal. A range of technologies is available to e-commerce companies to personalize that experience from AI-optimized pricing and discounting, automated platforms to generate timely offers and chatbots that respond to customer queries in a speedy way. With ‘personalization could come localization. Many retailers are adapting their apps to create a more locally relevant experience for the customer. This very unusual year could cement a trend towards localization as a vital component to driving consumer purchasing decisions.
International speakers Dennis Crowley, Foursquare, who have been using their location based tracking technology to assist with fighting Corona in the USA, or Claire Hughes Johnson, Stripe, innovating in payment-processing online will join top level executives from e-commerce companies such as About You, Otto, Gruner & Jahr and social media innovators like Snap to talk about many more trends to the DMEXCO community of experts.
Get your ticket now and join us at DMEXCO @home!