In May 2012, Internet Retailing posted an article indicating that one in four retail transactions will be made by persons using interactive television by 2014. This is an important premise that marketers must realize and address in outlining their marketing, the tools of which are changing rapidly.
Internet Retailing asserts that the rise in interactive televisions transactions is undeniable ad is the “most influential of five emerging new technologies identified in an e-Bay-commissioned study. The study was completed by Conlumino, a retail industry marketing expert.
Emerging technologies following integrated television are:
• Augmented reality
• In-store technologies
• Image recognition
• Smart devices
One look at these emerging technologies shows marketers and their clients the future direction of their endeavors.
New marketing technologies are designed with three basic principles:
• Ease of use
• Reduced lead generation costs
• Improved visual presentations
• Quick closing appeal
Mobile marketers are already amazed with the closing frequency following tactical SMS marketing.
Internet Retailing says, “Using such new technologies could boost the retail industry by £2.4bn by 2014, says the eBay study. The UK’s 10 largest retailers could each see extra sales worth £235m by using such technologies, the study found. Retailers could see their sales grow by up to 4% by 2014, compared to flat or minimal growth for those that don’t invest.”
e-Bay’s UK retail director, Angus McCarey says that “consumers are driving this and they demand more choice, more interactivity, specialist knowledge and price transparency.” These emerging technologies all meet these needs, but interactive television has much appeal due to the possibility of enlarged images. Interactive television has engaging audience potential allowing families and couples to make informed decisions together.
The projections are big for all these technologies. McCarey said, “The opportunity for the retail industry over the next two years lies in identifying which technologies will yield the most return on investment. But it’s tough because it means thinking differently about what is driving sales – individual technologies or even individual stores may not yield significant direct sales, but their value may lie in customer engagement and brand loyalty.”
These technologies are likely to reshape traditional marketing. Leading the shift toward these technologies is the improved development of channel technologies.
A study from WorldPay’s Global Online Shopper Report says, “5% of global shoppers had already bought online using a next generation interactive TV. Some 21% already own such a television, and 24% of those who own connected TVs have already bought goods and services using it. The highest users were e-shoppers in India (63%), Brazil (39%) and China (33%).