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BizReport : Advertising archives : January 08, 2014

Top 3 tech predictions for 2014

Each year platforms provide marketers with great analysis of consumer behaviors and new devices are developed which help marketers and brands connect more securely to their target demographics. One expert offers his predictions for how the online space will change in 2014.

by Kristina Knight

First, mobile. Look for more brands to shift from e-commerce to m-commerce as their focus.

"With the economy coming back strong in the US and Asia, more people are shopping online and on their smartphones. Also many emerging economies have skipped using laptops and went right to portable mobile devices for their online needs. With three or four years into the cycle, we are still in the infant stage of e-commerce. It's more important than ever for online businesses to test their websites and apps in order to protect their revenue and ensure readiness for the increase in traffic that's to come as digital commerce continues to increase at a staggering pace," said Tom Lounibos, CEO, SOASTA.

Second, consumers will begin thinking of their shopping experience rather than price. Don't get it wrong, price is still important. But, as shopping becomes simpler through online and mobile platforms, customers are looking for better experiences, more frictionless purchase avenues and sites that cater to their individual wants and needs.

Third, more focus will be on speed.

"The way to more speed is to simplify. Enterprise applications will be simpler, not flashy or dynamic but simple, easy-to-use, and fast. We won't be seeing as much flash next year. It's like going to the store with 9 kids. It becomes a speed exercise of getting in and out. Simplifying the approach to how consumers find what they need will have a big impact the bottom line. We have to get to the point where we're not making everything complex when we're building applications. Jack Dorsey was right when he said applications should be as easy to use as Twitter - for the enterprise and the consumer," said Lounibos.

Tags: ecommerce trends, m:commerce, mobile marketing, online advertising, SOASTA

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