Amazon’s decision to experiment with deliveries bypassing traditional delivery companies takes the retail battle to the newest area of competitive advantage: the last mile.
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In the rush to build the mobile site of their dreams, marketers and publishers have turned their larger-screen Web sites into a nightmare.
The pressure to create stripped-down mobile versions of ecommerce sites is unrelenting. The logic goes that the site or application is easier to load with less imagery and better to navigate with fewer calls to action. But that misses the point about mobile commerce.
Enough time has passed in the annals of mobile for brands and retailers to seek clear-cut answers on some meekly accepted wisdom. Failure to do so will sap budgets in the wrong direction, resulting in lost opportunity costs and decreased customer loyalty.
While cofounder Bill Gates stepped away from the CEO’s job in 2000, handing over the day-to-day running to lieutenant Steve Ballmer, he cannot be blind to the obvious: his legacy is about to be undone. Unless Microsoft gets its product and customer focus right, it will wither on the vine.
Discussions around mobile in 2013 should no longer focus only on technology or marketing, but include a harsh reality about to hit marketers.
For several years, retailers have struggled to use mobile messaging effectively. It is an enticing proposition – reaching roughly 300 million U.S. consumers on a device that is almost always nearby.
Extreme leniency from Wall Street, venture capitalists and angel investors in the past two decades has enabled flights of fancy and the launch of ventures that would never have lasted a year in the pre-Internet era.
Most dialogue within marketers and retailers focuses on how to tap new technology and marketing to hang on to consumer relationships. What they should be discussing is the sea-change in consumer behavior expected in the next three to five years.
The past couple of years have been dominated by one-upmanship within the mobile advertising and marketing ecosystem. It seems the only way one mobile channel can succeed is by demeaning another. This must stop.