It started as a simple project for me to understand which top e-commerce players were using different Marketing Technologies. This year, we included trending information from last year’s report.
Here are my takeaways:
1. Social. 100% of the 20 surveyed sites were using social plug-ins or another form of social connectivity. While social is the grouping, this shows the power of “earned” media; or at least the potential power of “earned” media.
2. Audience. I’ve been harping on this for years now. We need to understand audiences in marketing. Not just online, but in store too. We’re seeing these top e-commerce sites learning about their audiences by deploying different marketing technologies that could help shape audience experiences, products, customer service, etc.
3. Mixpanel. I was surprised to see them in the top 10 marketing technologies utilized. They are an analytics platform for the desktop and mobile web. Impressive to see them breaking into the top 10.
4. Slow decline of the ad networks. Not the death as many folks have predicted but 51% less ad networks year over year. Google AdWords was the top ad network (no surprise).
Again, the report isn’t perfect due to classification of companies but it’s directionally accurate. I look forward to hearing your thoughts!