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BizReport : Ecommerce archives : February 23, 2009

Adobe: Social and rich media popular areas of investment in 2009

Rich media and social networking technologies top the list of web marketing investments being planned by e-commerce businesses this year, according to the results of Adobe's third annual Scene7 survey.

by Helen Leggatt

scene7 logo.pngAdobe's survey of almost 500 retailers, media companies, agencies and manufacturers around the globe found that challenging economic times are driving e-commerce firms to increase their online investment. Why? Because of the increased pressure on marketers for campaign accountability and measurability. The survey found that increased clicks/usage and conversion rates remain the top metrics used for measuring campaign effectiveness.

Over 90% of respondents to the survey cited intent to develop the rich media and social networking aspects of their websites this year. All of the top features fell into social media or rich media categories.

A third said they plan to add blogs, 31% plan to add user reviews/ratings and 29% plan to implement 360-degree spin for product imagery. Catalogs and circulars, podcasts/live video, product comparisons and videos were all highlighted by over a quarter of respondents as popular areas of investment.

"It was kind of a mix between social features, with blogs and user ratings coming up high in plans for the next 12 months for all these respondents, and more of the sort of rich media type of functionality, with video," said Sheila Dahlgren, director of marketing for Adobe Scene7 products.

Rich media and social features not only add content but also engage consumers on many different levels. However before implementing changes, marketers must ensure site usability isn't compromised, such as longer load times or incompatibility issues, which may frustrate consumers.

Tags: 360-degree spin, Adobe Scene7, catalog, circular, e-commerce, investment, podcast, rich media, social media, user reviews, video

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