City Tour Thought Leadership Series: 2017 Breakthroughs

Beth Perry, Content Marketing Editor

The big day has come and gone, but the valuable knowledge shared at Bronto City Tour in London lives on! We know not everyone was able to join us, so we thought we’d bring a little of the experience (and our speakers’ expertise) to you.

As with our earlier posts on lead acquisition and then engagement and conversion, we posed a question to some of today’s top commerce marketers, who just happened to be speakers at the event. Here’s what they had to say about what will be the biggest breakthroughs in commerce marketing for 2017.

hannadalsmanHanna Dalsman – Digital Director, Dr. Denim

The devil is in the details, and that will become even clearer for us as marketers. Customers are, and should be, attentive to our every move. They already want to get the right information at the right time. So, in short, keeping the brand experience consistent and being meticulous across all touch points, from paid ads to logistics.

noelia_vx6xz3g_aNoelia Guinón E-Commerce Manager, Björn Borg

Bots – applying artificial intelligence to engage and serve customers. The digital landscape is scaling up, and consumers demand response in real time more now than ever. This requires resources that are costly and affect profitability. Using technology to provide an improved 24/7 service will be what connects the two.

paul_mcdermott_portraitPaul McDermott Head of Ecommerce, Poundland Ltd

There’s certainly a lot of interest and excitement with Facebook Messenger bots at the moment, and it will be great to watch this develop. From the early examples I’ve seen, the speed and intimacy of these transactions are fascinating. We’ve found that customers often don’t want to be “sold” when they’re using social media, but I think this could be different because customers start the conversation. There have been so many “next big things” over the last few years that make this more difficult to predict.

laura_santosLaura Santos Director, Sales & Marketing, Envelopes.com

Wearables, such as the Apple Watch, and Smart devices, such as Amazon’s Echo, have yet to be fully tapped in terms of marketing opportunities, as some of them are still in the early adopter phase. These devices keep the user connected and in sync with their daily lives. It will be a fine line of whether marketers can provide consumers with helpful information to make an informed purchase decision or simply cram their sales pitch in.

Not able to join us for City Tour this year? Consider meeting us in Las Vegas in April for Bronto Summit 2017! With more than 50 incredible sessions from a lineup of talented commerce marketers and Bronto experts, you’re sure to leave with a number of new ideas to help you generate even more revenue and make the most of your marketing plan. Register today!