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Performance Marketing Review: Amazon delivers first order via drone

Posted by Erik Mikisch on Dec 19, 2016 6:20:09 AM
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When Amazon announced plans for package delivery by drones, it was largely hailed as a marketing stunt. Last week, the company had its first successful drone delivery in England. The viability of drone deliveries is still hotly debated, and large scale adoption, especially in dense urban areas, is realistically still a ways off. But because there are a lot of ways this could affect e-commerce marketing and advertising, we thought it was a worthy item to kick off today's roundup of news and opinions from around the web.

Amazon delivered its first order via drone

As reported by Marketing Land, the delivery happened on December 7, when Richard B. of Cambridgeshire, England, placed an order and received his goods just 13 minutes later. The speedy delivery was made possible by the fact that the customer lives very close to one of Amazon’s fulfillment centers. And Amazon is actually promising drone deliveries within 30 minutes — an undertaking that suggests drone deliveries will likely be limited, at least in the beginning, to major population centers where Amazon will have plenty of customers within range of its fulfillment centers.

As IoT Ads Become Reality, Privacy and Security Concerns Follow

Ads have already come to the so-called Internet of Things, an Interactive Advertising Bureau report has found, reports Kate Kaye of AdAge. The trade organization surveyed consumers about "IoT" devices, things connected to the web ranging from fitness wearables to cars, and found that 62% of people who own any have already seen an ad on one. The IAB's Internet of Things study, conducted in conjunction with research firm MARU VCR&C, also found that a significant portion of consumers, particularly ones who own devices like health trackers, smart TVs or web-connected eyeglasses, are comfortable with ads popping up in them. But...all of this data tracking does compound security and privacy concerns.

Retailers Are Abandoning Newspapers This Holiday Season 

Retailers are slashing spending on print newspaper advertising, a response not only to declining newspaper circulation but also to shifting behaviors by consumers, who are doing ever more of their holiday shopping online, reported eMarketer. Retailers’ spending on newspaper ads so far this holiday season has declined more than 30%, the biggest decline in at least four years, Kantar Media data showed. The measure declined 15% in 2015. The reduced spend on newspapers is a key driver of an overall 13% drop in retailers’ holiday media spending on TV, newspaper, radio and digital display ads between November 21 and December 11, Kantar said. 

What can marketers learn from SaaS (software-as-a-service) businesses?

On US-based My Subscription Addiction, a portal detailing available subscription services, there were 2,000 in operation as of March this year. And visits to subscription ecommerce sites have gone up 3,000% in the past three years. The average subscriber receives seven subscription packages and has at least 12 on their wish list, reports eConsultancy. Popular categories include beauty and grooming, food and drink, and pets. Among the more sophisticated and mature players in digital subscription marketing and selling are SaaS (software-as-a-service) businesses. Ashley Friedlein, Founder of Econsultancy, shares what marketers can learn from SaaS marketing and models.
The 3 biggest misconceptions about in-app advertising

In-app advertising campaigns are exploding, but so are the misconceptions, writes Andrew Moore, VP at One by AOL: Publishers. We saw a record-high level of smartphone ownership in Q3 this year, 85 percent, according to comScore. As mobile apps become the go-to channel for advertisers, in-app mobile ad spend in the US will reach $30 billion this year. As consumption has shifted, advertisers rightfully understand that mobile is a critical way to get their message across. But as in-app campaigns have taken off, misconceptions about the space have exploded in parallel. Moore shares three of the most common in a Campaign US article.

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Performance Horizon, the leading provider of SaaS solutions for digital partner marketing, enables brands to directly connect with their marketing partners to dramatically increase customer acquisition and drive high margin revenues from online marketing channels. With offices in the U.S., U.K., Japan and Australia, Performance Horizon's platform drives $3B+ in advertiser top line revenues across 190,000 marketing partners in over 183 countries.

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