by Allen Weiner | September 10, 2012 | Comments Off on Amazon Aids Digital Marketers with A Commerce Experience Platform
Amazon continues to maintain not only its position as the 300 pound Gorilla in the digital commerce marketplace, but also manages to offer transparent solutions to new ways to sell online that leave others scratching their heads. Case in point: expanding In-App Purchases to include the sale and delivery of physical goods.
AllThingsD does a nice job going through the impact Amazon’s new capabilities will have on the market– “By enabling developers to sell physical goods inside of games, it will not only open up a new way for them to monetize their applications, but it will also be a key point of differentiation for Amazon in going up against Apple and Google, which don’t have physical distribution capabilities.” What is most important about this advancement is that the front-end “commerce experience” is seamlessly tacked on to the Amazon’s commerce engine via a one-click purchase so an in-app purchase is as easy and reliable as another other purchase from the mega-retailer. That is a very big deal in an era of customer concerns over security and retailer reliability.
The first deployment is the purchase of an action figure associated with the game Skylanders. You play the game (almost forgot, Amazon is looking to take over the social game space) and are presented with an offer to buy the action figure that appears in the game. One click and the physical manifestation of the character is sent to your doorstep plus you then receive a new virtual version for your online game enjoyment (and of course, the virtual version has all sorts of new, cool superpowers).
Commerce experiences is an area that will be an important part of our Gartner for Marketing Leaders research, but one thread worth bringing to the foreground is the use by digital marketers of transmedia. Transmedia, as defined by Gartner is a movement that utilizes a mix of content forms across channels to tell stories, and make an impact on the way content creators and marketers connect with consumers. One element is the use of games (aka gamification). How will digital marketers create games that engage and sell? Seems like we’re soon going to find out.
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