Posted by : Randy Cooper in (CDN)
CDN Leader Helps eTailers and Retailers Make the Most of Digital Web Content During Peak Season
TEWKSBURY, Mass. – November 24, 2009 – Mirror Image® Internet, a leading provider of content delivery solutions powered by a patented global network, today identified the top website trends retailers will be facing this holiday shopping season. While the holiday season is always a critical time for retailers, in a still-tenuous economy, businesses are scrutinizing their ecommerce sites even further and evaluating the ROI of every aspect of its web presence.
As consumers increasingly turn toward ecommerce sites for their holiday spend, Mirror Image predicts this will come with significant shifts in online shopping habits, the incorporation of more social applications, and the introduction of new platforms such as mobile into the marketing mix:
Make room for Mobile
One of the greatest opportunities for retailers is capturing customers not only on their PCs, but on their mobile phone as well. This season won’t be the first where mobile tactics such as SMS and mobile ads are used, but it will be one of the most significant in terms of the mobile web and mobile video. With over 5.2 million iPhone devices sold in Q3 2009 alone, the iPhone has set a new standard for accessing mobile content. The handsets are video magnets, give consumers purchasing power via the Web on the go, and are quickly becoming the marketer’s primary target in terms of grabbing consumers’ attention with relevant content. Expect to see an uptick in mobile purchasing and more retailers pushing mobile video ads to capture buyers.
Look beyond Cyber Monday
Cyber Monday has long been regarded as the high point in the digital holiday shopping season. However, Cyber Monday is quickly becoming the first of many “peaks” during the month long rush. The fact is, businesses need to prepare for an entire cyber season rather than any one cyber day. They need to determine the content they choose to push out over the month, when it gets pushed out and the IT resources needed to support it must be managed with the entire season in mind, not just a single, shopping-rush day.
Online promotions and coupons will get a boost from video
This season be on the lookout for more retailers and e-commerce sites leveraging video (and mobile video) to push their holiday promotions and coupons. Consumers are eating up on-demand and streaming video. With technology that makes it easy to use a single piece of content across platforms (desktop, mobile, etc.), businesses are starting to incorporate it more directly into their Direct-to-Consumer (D2C) advertising and promotional material.
No matter what a retailer’s web strategy is to reach customers, one thing is certain, if it’s not social, it’s not only limited, it could be detrimental to the success of the holiday campaign. Consumers are taking control of their online shopping experience and much of that comes from engaging in social media channels before, during and after purchasing. Businesses need to have social media channels not only tuned to their brand, but directly channeled into their site, making the brand a part of the social process, not just a bystander. Watch for more socially-engaged ecommerce sites to pop up this season; pay particular attention to how the sites manage that social media content. The successful brands will be ready to handle spikes in Twitter, Facebook, YouTube or any social medium where customers are involved in the buying process.
For more information on Mirror Image Internet’s best content delivery practices and holiday ecommerce trends, visit www.mirror-image.com
About Mirror Image Internet
Mirror Image® Internet, Inc. combines a patented global network with results-driven content delivery solutions to help customers deploy, monitor and refine online strategies. The company’s track record of success has given leading retailers, advertisers, media companies and enterprises the control they need to maximize assets and reduce costs while enhancing the visitor experience.
Recognized by Internet Retailer magazine as the 2009 Vendor Leader in the Content Delivery Network Category, and a 2008 finalist in the Streaming Media magazine Readers’ Choice Awards in the Global Content Network Delivery category Mirror Image is a U.S.-based company incorporated in Delaware and headquartered in Tewksbury, Mass. Mirror Image was founded in 1997. For additional information, please visit www.mirror-image.com or call +1 866 374 4113.
Mirror Image and Content Access Point are registered trademarks of Mirror Image Internet.
All other trademarks are the property of their respective owners.
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