We are at the dawn of a new commerce era that will eventually “shatter” the consumer funnel, according to PHD’s chief digital officer.
Speaking at the ad:tech conference in Sydney yesterday, Stuart Bailey shared his insights into the next commerce era – the “a-commerce” era – which he predicts will last until 2025.
“During the a-commerce era, technology will become more automated and prevalent in our lives,” he said.
“Increasingly, we will rely on recommendations and algorithms to buy on our behalf. Brands will have less and less direct contact with consumers.”
When this happens, Bailey said we will see the “shattering” of the consumer funnel.
“What we’ll be left with is a hybrid tech consumer go-to-market approach. Low-cost, low-interest purchases will generally be driven by AI VPAs,” he said.
“A brand needs to continue to focus on long-term brand building, but it must also ensure short-term digital hygiene and VPA integration are continuously developed, if they want to succeed in an a-commerce era.”
Bailey also outlined five pieces of advice for marketers to ride the a-commerce wave:
- Building brands will be even more important as leaving the consideration set could mean exile from the algorithm.
- Continually develop an ad and marketing technology ecosystem, and evolve your data strategy.
- Concentrate on customer experience, as it will continue to be crucial. Bad experiences or poor digital hygiene will probably stop your brand making the shortlist.
- Start building out your voice search strategy and relationships with key VPA players.
- Measurement is for life, not just Christmas sales. Continue to move from diagnostic to casual KPIs.
Influencers are a key factor in helping Generation Z make beauty purchases, but their influential power drops when it comes to all other women, Are Media’s first BEAUTYVOICES consumer survey has revealed. Sampling beauty products is the most successful form of marketing likely to drive purchase for all women aged 18 to 74, followed by […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]