This week in martech
News from Adobe, App Annie, unitQ, Mailchimp and the Electoral Integrity Partnership.
A final look back on the holiday shopping season
Adobe this week released its final report on 2020 holiday shopping, based on its unique insight into more than one trillion visits to U.S. retail sites. The season was as successful for retailers as it seemed to be at the time. “In light of the pandemic, digital has become the primary way for people to connect, work, be entertained and shop, helping set online spending records for the holiday season at $188.2B, which represents 32.2% YoY growth,” said Taylor Schreiner, Director, Adobe Digital Insights, in a release.
Average daily online revenue was $3.2 billion, a jump of almost a third on 2019. There was a YoY increase of 40% on BOPIS. The bump in online sales benefited small retailers almost as much as the giants. And on Christmas Day, more than half of purchases were executed on smartphones for the first time ever.
Why we care. We care about the retail sector surviving -— and some parts of it thriving -— against a backdrop of almost 11 million Americans unemployed. We also care that the holiday shopping statistics may reflect a “K-shaped” recovery. With so many families struggling to pay rent and bills, the holiday spree may be telling us that some sectors of the population are doing much better under the pandemic than others.
In-app commerce is booming
App Annie, the mobile marketing data and analytics platform yesterday released a new report, The State of Mobile, 2021. Predictably, 2020 saw soaring use of mobile devices as people sought to maintain remote connections, both personal and commercial. Mobile marketing saw across the board growth in app downloads, app store spend, mobile ad spend, and daily time spent per user. Venture capital invested $73 billion in mobile tech, a YoY growth of 27%.
The key was acceleration, with mobile adoption advancing two to three years in just 12 months. With consumers moving to mobile to make purchases, spend is $143 billion worldwide, a growth of 20% YoY. Consumers spent more time on mobile devices than watching live TV — and it’s not just Gen Z: Millennials and Baby Boomers also increased their time spent in the top 50 apps.
Why we care. Of course, it’s possible that new kinds of devices and new channels are just around the corner, but the directionality of these trends is unmistakable. Consumers are adjusting more rapidly than ever to engaging with the world around them and making important purchases, through something they can hold in their hands or carry in their pockets.
UnitQ score measures app product quality
Product operations platform unitQ this week launched unitQ score, a rating of product quality based on user feedback and data from customer channels. The first rankings feature apps in the dating, finance, health and music verticals, as well as rating top apps in general.
Top five apps overall, based on this metric, were TikTok, Shop, Among Us (an online game), Google and WhatsApp. The leading dating, finance, health and music apps, respectively: Badoo, Credit Karma, Home Workout and Groovepad.
Why we care. The customer experience begins not with marketing and advertising, but with product (or service), and this is an interesting attempt to close the gap between product QA and CX success.
Mailchimp acquires SMS platform Chatitive
Mailchimp, the marketing platform aimed at the small business market, has announced the acquisition of Chatitive. Chatitive is a two-way SMS solution, designed to deliver personalized mobile messages to customers. It adds to Mailchimp’s portfolio of email, websites, marketing automation, and AI-powered “smart tools.”
SMS is considered a critical channel for small businesses to share timely messages and promote offers and discounts to their customers.
Why we care. In the current environment, small businesses can leverage martech to level the playing field when it comes to virtual marketing. Mailchimp is one of a number of vendors enhancing its offerings to support this opportunity.
Electoral misinformation not just spread by President Trump
According to the New York Times, the Electoral Integrity Partnership, a coalition of research entities, found that about half the retweets of key false election campaigns could be traced back to just 35 Twitter accounts. If it’s not just President Trump who has been spreading misinformation widely, it’s not many additional people — in terms of measurable impact, anyway.
Other high profile accounts engaged in spreading misinformation to large audiences include the activist Charlie Kirk and the actor James Woods. Although such accounts seem easily identified, Twitter has taken no action thus far.
Why we care. One of the many side-effects of the division in society is the division on social media. With many brands deeply committed to social marketing and advertising, and also invested in brand reputation, it’s critical that Facebook, Instagram, Twitter and the other platforms ensure safe havens remain, where marketers can have confidence that their messaging won’t be seen as aligned with hostility and falsehoods.