Data feeds are at the forefront of ecommerce - whether its through channels like Google, Facebook or PriceRunner, affiliate marketing or retargeting messages. WakeupData are experts at optimizing, updating and distributing our clients' data feeds to all the right channels.
But where might we see data feeds being used in the future? We've outlined a few predictions for where we could well start seeing feeds over the next few years.
Advertising on TV is already becoming increasingly targeted as advertisers bid for viewers short attention spans. The progression towards real-time data being used has already been seen with online betting companies, so it isn't too much of a stretch to see real-time product prices being displayed to certain audiences at certain times.
Coupled with this is the fact that TVs are becoming smart devices which enable users to instantly make purchases for products which they have just been displayed in an advert. Live data-feed product listings in combination with instantaneous purchasing seems like a realistic prediction.
CTAs and purchase buttons
In the past few years, instant buy buttons (which we are already familiar with from Amazon) have been used on social media. This makes sense, the ability to make the purchase process as short and straightforward as possible is going to be popular!
These calls-to-action and Buy Buttons are even more effective if paired with a data feed to show real-time information. For example, if one of your customers has been researching a product and wants to know immediately about pricing options.
Using data feeds to provide real-time information for outdoor advertisements isn't necessarily something new.
London-based food outlet Crosstown Doughnuts used up-to-date data to increase awareness and drive football by implementing live point-of-sale (POS) data to see exactly when the store was quiet - and then push promotional ad content to screens at major stations across London.
“It’s about getting that instant reaction from people which pushes them to come into your shop when they never would have done so previously.”
As this exterior advertising becomes more and more digital, there is an increased potential for promotional ads to show real-time information.
Inside brick-and-mortar stores
With the rapid rise of e-commerce over the past few years, brick-and-mortar stores are doing everything in their power to compete - creating unique experiences for in-store shoppers.
"Of around 24 billion annual transactions in UK bricks-and-mortar stores, it is estimated that retailers do not know who 80% of these customers are"
Combined with the effectiveness of personalization in e-commerce, physical stores are seeking to use similar strategies to create new ways to engage with customers. Perhaps the best example of this comes from M&S, who used in-store feeds to regularly update in-store tablets and screens (image below).
This was combined with an integrated bar-code scanning function and buyer guides to give tailored recommendations to customers using them, and provide more information, in-store, than a customer would usually be able to receive.
Where do you think we will see data feeds emerging in the future? Let us know, we'd like to hear your input.
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