Sunday, May 6, 2012

Why Online-to-Offline Integration is the Next Wave of E-Commerce Innovation.

Here is a wonderful article on digital influenced marketing and its growth and evolution over the years. 

Keith Anderson writes that in many ways, e-commerce is still in its infancy. It’s been just over 15 years since global forces like Amazon and eBay were founded. In most countries, e-commerce still represents less than 10% of all retail. And many brick-and-mortar retailers are still debating whether e-commerce is a friend or foe.

Most “traditional” e-commerce models have been based on the idea of substitution—that people would substitute their typical trips to the store with a purely digital trip that culminated in a delivery right to their doorstep. Just a few years ago, it wasn’t uncommon to see retailers experiment with fully virtual stores in Second Life.

And yet today we see a very clear shift in investment and innovation from “traditional” e-commerce models based on digital-for-physical substitution to new technologies and business models that are very consciously aimed at integrating digital technologies with the physical environment.

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