Thought Leaders in Mobile and Social: Jason Wallis, CTO of Mozu (Part 3)

Sramana Mitra: As you brought up a little bit earlier, all web marketeers tend to do customer landing pages that are specifically speaking to certain segments or certain search terms. Is that something that people do with your product? Do you have the full functionality or do you have a different front-end?

Jason Wallis: Sometimes, it’s just a landing page. Sometimes, it might be an entirely different visual treatment of a site that is subject to just a portion of the site but the domain is still the same. Sometimes, it is a completely different domain. It carries its own SEO value. It depends on the needs that the marketer sees at that moment in time. We have the ability to share that data in one backend, and we have very strong visual tools for managing pages and creating pages.

You don’t have to be a developer to actually create the landing pages and leverage our digital asset manager and the other tools that are available on our content management system. We do make it quite painless to set up those custom landing pages and run campaigns through them and have all the tracking and analytics behind that as well. It depends on the situation.

Sramana Mitra: How do you synthesize the trends that you’re seeing in the e-commerce space right now?

Jason Wallis: There is a theme from a retailer/marketer perspective. Consumers are driving what they’re doing. The consumer’s adoption of technology and technology’s infusion into non-shopping way of life and social is a massive representation of that. That’s changing everyone’s behaviour because the expectation now is to have instant gratification.

If I have a question and I’m with my friends, I don’t need to wait till I get home and look it up in an encyclopaedia. That expectation of instant gratification spills over into the shopping realm as well. That is a new thing for retailers to contend with. Mobile is a massive driver of the omni-channel behaviour that we also, strangely, see. Many omni behaviours by consumers are driven by the fact that technology has made an expectation that things are going to be much more convenient to them.

The trend overall is that all activities including shopping are becoming more convenient for consumers because of technology that they understand, use, and adopt. The other side of that coin is that those changes that retailers see from that are very transformative. What’s very natural for consumers becomes very transformative for a retailer to contend with because they don’t play in the ecosystem. Consumers are going to go somewhere else and spend their money with people that are playing in that ecosystem.

This segment is part 3 in the series : Thought Leaders in Mobile and Social: Jason Wallis, CTO of Mozu
1 2 3 4