2013 EcommerceMarketing Outlook

IntroductionThe E-Commerce Renaissance is Upon UsThe last three years in e-commerce have been some of the most eventful that our industry has seen in almost over a decade. The many technological advances that occurred during the onset of Web 2.0 and that carried through the social revolution and into our post-Web 2.0 economy seemed to take a little longer to make their way into online retail. But make no mistake: e-commerce is now one of the most vibrant and actively evolving sectors of the internet. This e-book will look about the latest trends having an impact on e-commerce and provide insight on where we see things heading.

In short, we view the last few years as the beginning of what we are calling the E-Commerce Renaissance. Lofty a term as it is, the technologies and players changing the shape of this industry are very real. In a world that seemed completely dominated by Amazon (and of course in many ways will continue to be so), new business models and new companies are emerging to grow to large movements, almost seemingly overnight.

We believe that this is only possible due to the convergence of new technologies, more flexible funding models, a new generation of entrepreneurs and democratized economies of scale. We examine each of the major areas in which we see the biggest impact in light of these forces. We invite you to take part in the discussion by emailing us and joining our webinar series in 2013.

Note: this e-book is in preview format, meaning that not all of the sections have been completed.

TABLE OF CONTENTS02 INTRODUCTION: THE E-COMMERCE RENAISSANCE IS UPON US

ORGANIC SEARCH PRIORITIES IN 2013

CONTENT MARKETING STRATEGY

CONTENT MARKETING IN E-COMMERCE IS EVOLVING

CHANGES IN SOCIAL MEDIA

ENGAGEMENT AND EMAIL TECHNOLOGY

MOBILE ADVANCEMENTS

IMAGE-BASED DESIGN IN E-COMMERCE

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WEBSITE DESIGN AND PRODUCTION10

Organic Search Priorities in 2013

• Optimize content for multi-device and page speed

• Invest in data platforms to measure impact of algorithm changes and site performance

• Build a content marketing strategy

• Think beyond rankings and into your customer’s minds

Content Marketing Strategy

• Optimize content for multi-device and page speed

• Invest in data platforms to measure impact of algorithm changes and site performance

• Build a content marketing strategy

• Get better at Pinterest and other social sites than your competitors

Content Marketing in E-Commerce is Evolving

Changes in Social Media

• Social Media is moving beyond the basics

• User generated content management in social context is critical

• Influence of sites like Pinterest takes control out of e-commerce owners and puts it into hands of curators

• Photos, videos and metadata are the holy trinity for the next couple of years

Email & Engagement Tech

• Impact on Ecommerce Revenues• Deliverability technologies

• 2012 saw a ton of new deliverability and targeting tools. Mixpanel, Customer.io, Intercom, Black Locus, Steelhouse and more

• Big Data & Targeting Opportunities• There is almost limitless potential over the

next few years to be had by investing in targeting and segmentation technology

Website Design & Production

• Responsive vs. Device Specific• HTML5 Adoption• Page Speed Initiatives• Multi-Device Optimization• Caching & CDN Evolution • Site Architecture Issues• CMS Markets

Mobile Advancements

Image Based Design in Ecommerce

• Influence of Pinterest• Ebay Redesign• Impact of image based design