In a press interview, Ford’s Marketing chief Jim Farley stated: “My biggest regret is we didn’t create a long-form Super Bowl-like ad and promote it.”

Jim Farley, Ford Group VP Global Marketing, Sales, and Service

It’s understandable. Roughly 11 other auto makers, and 38 brands in total, developed 55 expensive commercials that were heavily publicized pre-game and discussed during the game. These folks laid out as much as $7 million per minute to harness the Super Bowl buzz, not counting production costs. All told, it’s estimated that $230 million was spent in TV ad time.  And Ford itself was the target of Chevrolets’ apocalypse-themed ad (which didn’t go over too well with Farley’s crowd.)

But you have to ask: aside from the strength of character it takes to walk away from the party — and invite criticism from within his ranks — is Farley really second guessing his strategy over the long term? I think not.

Ford, which never required TARP money, has built a brand that cleverly builds engagement by using social media instead of simply pouring dollars into traditional marketing “vehicles” like auto shows and the most expensive advertising in human history.  Good for Farley; good for Ford for having a spine.

Farley was making marketing ROI a priority.  $7 million (that’s $420 million/hour – and I thought my lawyers were expensive) can go a long way when applied to smart mobile and social marketing strategies, and to creative execution that delivers deep brand engagement over the long-term – rather than a 60-second window of glory.

Ford isn’t alone in prioritizing marketing ROI. Lexus and Audi are among the many auto makers working with us to do amazing things to leverage their marketing across Mobile, Facebook, and the PC.

Personally, I did not buy any Doritos, Pepsi, or Chevrolets as a result of their clever and expensive Super Bowl ads.  You?  Exactly.  Ford should have no regrets.

81% focused on tablet commerce

81% percent of respondents believe tablet commerce to be either somewhat important or critical in the coming year. It’s no surprise, with 87 percent of tablet owners using their tablets to shop this past holiday, that retailers are recognizing this urgent need to reach and capture the exploding market of consumers shopping on their tablets.

Retailers split on Facebook

The importance of Facebook commerce is hotly debated in the industry, and this split was also reflected among NRF attendees. We predict this balance to shift considerably in favor of prioritizing Facebook commerce, given the moves we see both Facebook and retailers taking to monetize brand presence on the social network. There has been much discussion about the value of turning today’s simple brand pages into revenue generating storefronts. While Facebook is in the early stages of this evolution, we believe we’ll be seeing a strong trend toward conducting commerce on Facebook this year, as some early movers like Express are already doing.

Two-thirds of respondents are upping their mobile budgets

Finally, we also asked NRF attendees how their companies are investing in mobile this coming year. With 67 percent working with an increased budget for mobile this year, retailers and brands have recognized mobile is no longer a “nice to have” channel. In addition to looking at mobile payment options and optimizing for the smaller smartphone screen, we also see tablets as having a huge impact on this result, particularly for brands that may not have seen as much value in mobile browsing. Where their customers may not be likely to do a lot of browsing on a smartphone, tablet browsing has widened the field considerably, giving retailers the ability to present a much more powerful mobile shopping experience.

Our take
It’s clear that 2012 will be the year of tablet, mobile, and social commerce for retailers as they assess, evaluate and plan for each of these critical channels. Retailers must move beyond thinking of social as checking the boxes on Facebook, Twitter, and YouTube – and treating their social channels as no more than extended blogs. It’s time for them to seize the untapped revenue opportunity in every channel, and to treat every customer touchpoint as its own storefront. Savvy retailers will spend 2012 building consistently-branded, richly compelling customer experiences that optimize the performance of every channel in the e-commerce ecosystem.

Retailers are beginning to react to these trends – both GigaOM and Internet Retailer highlighted that many retailers are redesigning their sites to fit the tablet. The smaller screen size is not what drives and inspires consumers to shop on a tablet, so simply rendering a site to fit it cannot be considered smart tablet commerce. The key to retailers’ success will be taking advantage of the immersive and interactive experience that the tablet can provide.

As Facebook files their $5 billion IPO this week, the controversy continues over Facebook commerce. While retail sales through Facebook remain low, the site is implementing some key changes that could create exciting new opportunities for retailers.

Here are some additional articles we found interesting this week:

Tablet News

Mobile Commerce Daily – 72pc of tablet owners make purchases on
weekly basis: IAB
Tablet owners are spending a significant amount of time browsing and shopping on their devices every week, according to a new report from the Interactive Advertising Bureau UK.

Internet Retailer – Tablets are driving retailers’ redesigns
One way to quantify the impact of tablet computers, like the iPad, on e-commerce is to gauge their influence on retailers’ web site design plans. 63.3% of e-retailers surveyed by Internet Retailer are considering redesigning their web sites so they render better on the iPad and other tablets.

Internet Retailer -  February Survey: Web Site Design And Usability
Of those redesigning their sites with tablets in mind, 39.1% want to create a single site that renders differently depending on the device, 24.5% aim to rework site navigation for touchscreens and 17.3% will remove from their sites Flash, the Adobe Inc. technology widely used on the web to display video and animation, but which does not render on such Apple Inc. devices as the iPhone and iPad.

GigaOM – 2012 – The year websites optimize for tablets
We’re still realizing the ecommerce impact of tablets, which have really been around for less than two years. But increasingly, the world is going mobile and the data coming in shows that smartphones and tablets are providing a big boost to retailers. But it’s not the same effect between those devices, and retailers who figure out how to best leverage tablets will be in a better position to take advantage of the coming smartphone AND tablet boom.

AOL Daily Finance - I Love (to Shop for) You: Valentine’s Day Spending Will Rise
Whatever they purchase, more consumers will tap their mobile devices as they shop for their Valentine’s Day gifts: More than half of the shoppers surveyed who own tablet computers said they’ll use them to research product information, compare prices, redeem coupons, while four in 10 shoppers with smartphones will use them to do the same, the NRF survey said.

Mobile / Ecommerce Industry News

MarketingWeek – Social commerce. What does it mean?
Facebook is making efforts to give retailers more clarity on social commerce because despite the amount of chatter around the opportunity it offers, there’s still a lot of confusion over what it actually is and the benefits.

Mobile Marketer - What do brands expect from mobile this year?
Executives from brands agree that mobile payments, location, ticketing and incorporating mobile into a 360-degree marketing effort will be pivotal in 2012.

Practical Ecommerce - Facebook’s Open Graph and Timeline Could Help Ecommerce Merchants
Many large companies have accrued millions of Facebook Fans, but — with a few exceptions — retailers don’t generate many sales there. Two recent Facebook developments, however, could change this. The launch of “Open Graph” may allow retailers to better interact with Facebook users. And beginning Feb. 1, individuals must use “Timelines,” not Profiles.

This isn’t just a US phenomenon.  A UK shopping study shows that more than a quarter of online Christmas purchases were made via mobile devices, and 79% of those were on Apple iOS devices. It’s fair to surmise that many of these were tablets.

With tablets firmly in consumers’ hands, retailers are focused on reaching them this year, but must be conscious of what makes these devices so beloved in the first place. It’s not enough to re-size an ecommerce site for the size of the tablet screen. Tablet shopping must be an engaging and innovative experience to catch the attention, and wallets, of this latest crop of couch consumers.

 Here is what we were reading this week:

Tablet News

Apple Insider – US tablet ownership nearly doubles to 19% over holidays
The Pew Research Center revealed its findings on Monday, showing that tablet ownership went from 10 percent of U.S. adults surveyed before Christmas to 19 percent in January of 2012. The study shows that tablets, along with dedicated e-book readers, were a hot gift this holiday season.

Press Release – Tablet market to generate over US$120 billion in retail revenue by 2016, but operators’ share will be limited to 30%
According to the latest research from Informa Telecoms & Media, the tablet market will explode over the next five years with retail revenues increasing from US$34.5 billion in 2011 to US$121.5 billion in 2016.

Mobile Marketer – Apple not feeling much heat from Android tablets
While Android’s share of the tablet market jumped to a record 39.1 percent in the fourth quarter of 2011, it is not expected to catch up to the iPad any time soon.

Huffington Post – 8 Mobile Trends For Small Businesses To Watch In 2012
The acceleration of tablet adoption will significantly increase many aspects of business, including content consumption, customer touch points and mobile commerce. Just look at all the apps, publications, websites, social media and other digital content that’s readily available with the swipe of a finger. How will you leverage mobile opportunities to cut through the noise and foster more productive relationships with customers and prospects?

Ecommerce/Mobile News

RIS News – 5 Ways Holiday E-Commerce is Changing
E-commerce has joined the mainstream as a holiday shopping option and we can no longer think of e-commerce as an “emerging” channel. For multi-channel retailers, the lines between online and physical stores are blurring with improved integration, promotions and logistics.

Internet Retailing (UK) – One in four Christmas shopping excursions took place on a mobile device, driving e-commerce, finds study
In a new study, RichRelevance, a provider of personalisation to online retailers, reports that mobile was a huge driver of e-commerce shopping in December, with more than a quarter of online shopping sprees taking place on mobile. The report also found that Apple iOS devices shoppers accounted for 79% of mobile purchases in December.

Press Release - NPD Reports on E-Commerce and Fashion
The NPD Group, Inc., a leading market research company, released results of the E-Commerce Hot Topic report. This NPD report looks across retail categories and examines consumers’ attitudes towards online shopping.

According to a recent Zmags study, more than 80 percent of today’s connected consumers are active Facebook users and more than 40 percent follow their favorite brands on Facebook. In addition, 34 percent of tablet owners said they were already shopping on Facebook. Given these stats, it’s evident that Facebook represents an enormous opportunity for retailers and brands to convert social goodwill into revenue.

Express sells directly from its Facebook Catalog

Just recently, NRF’s Jennifer Overstreet interviewed Lisa Gavales, CMO of Express (and a Zmags customer) about how Express is pioneering Facebook commerce by making its digital catalog a part of its fans’ Facebook experience. When asked what made Express jump into Facebook commerce, Gavales responded: “Our customers are savvy and experimental, so we have to be too… The downside to having Facebook commerce was low, and the potential upside was high. We like to be at the beginning of the parade, and if there’s not too much risk in being there, we will be. At the very least, we’ll be there sizing up the opportunity.”

When asked about Express’ use of photos, video and music, Gavales states: “As a purveyor of apparel to customers in their 20’s, being on the cutting edge is critical… We work towards creating a more three dimensional vision of who we are and what we do.”

Express clearly has a strong head start, recognizing the value not only in creating an overall Facebook experience that appeals, but also in turning that experience into a storefront that drives revenue.

Express’ strategy reflects an overall move away from directed commerce, which is search and price driven, to discovery shopping, which is  based on creating a guided environment that more closely mirrors the in-store shopping experience. Whether on Facebook, a tablet or the web, delivering a visually rich and immersive shopping experience naturally inspires more browsing leading to product discovery, inspiration and ultimately, fuller shopping bags.

Express gets it. Who’s next?

And with Facebook’s announcement that there will be the addition of “want” and “own” buttons, social commerce is quickly moving past just sharing and will be making a real impact on connected consumers in 2012.

Here are some additional articles that caught our eye this week:

Mobile/Social/Tablet/Ecommerce News

Washington Post - The National Retail Federation: retail sales to rise 3.4 percent for 2012

The nation’s largest retail trade group expects a solid 3.4 percent increase in sales this year, below last year’s 4.7 percent increase as job woes weigh on shoppers. Sales should reach $2.53 trillion in 2012, up from last year’s $2.45 trillion, boosted in part by higher prices across all goods, according to a report Monday from the National Retail Federation.

CBR - Facebook fails to deliver for retail fan pages

A study by Baynote has revealed that only 9% of US shoppers surveyed purchased a product from a retailer’s fan page on Facebook. In the United States Facebook is currently the number one website. Retail websites came out on top with 59% saying they used direct retail websites to purchase items during the holidays. Smartphones were also a popular medium to purchase products with 14% reporting they used one. The tablet was used by only 8% of shoppers but wasn’t too far behind Facebook with the site’s reported 9%.

San Jose Mercury News – Facebook gets new action buttons

For Facebook, telling your friends that you like something is no longer enough.

In just two years, Facebook’s “Like” button has become an Internet staple, deployed on more than 2.5 million websites, with more than 10,000 additional websites integrating with the social network each day. But starting Wednesday, Facebook members have a new stable of 60 social applications that allow them to tell their friends that they also “Want,” “Own,” or “Cook” something.

WebProNews – Young People Would Rather Shop In Stores Than Online

A new survey, Shopping Trends Among 18-25 Year-Olds, conducted by a group of LIM College students and in conjunction with the NRF Student Association, revealed that 68% of young people aged 18-25 years “prefer to shop in stores than online for apparel and shoes.” In announcing the release, Alexis Michaelides, student leader of the LIM College’s campus NRF Student Association, said, “We have read and observed what industry leaders had been saying about our use of technology for shopping and it did not match our own habits and preferences.”

Internet Retailing – UK shoppers spent more online in 2011

According to the latest IMRG CapgeminieRetail Sales Index, British online shoppers spent £68bn in 2011, 16% more than the year before. But analysis by Kelkoo and the Centre for Retail Research found UK online sales were up by 14% to £50bn. According to the IMRG index, e-retail now accounts for 17% of the total UK retail market and is likely to increase with the rise of mobile commerce and following high sales of tablet computers in the last year.

DMNews - Survey: 75% of marketers to grow social spending in 2012

Three-quarters of marketers plan to increase their marketing spending on social media this year, according to a global survey of more than 700 marketers conducted last November by social marketing firm Wildfire. Eighty-eight percent of respondents said they recouped positive return on investment (ROI) from their social media marketing. Asked how they define positive ROI, 38% of respondents cited increased fans, “likes”, comments and interactions; 24% cited increased revenue; and 15% cited increased brand awareness.

Daily Deal Media – Cisco Retail Survey Underlines Increasing Role of Interactive Digitalized Content in Buying Decisions.

The respondents wanted a shopping experience that was more hands-on and provided a more realistic idea about their buying decisions. For instance, trying clothes in a digital way where an individual merely needs to stand in front of a screen and can choose & combine various clothing items virtually. This is expected to be utilized in the Cisco StyleMe retail solution at NRF that will allow shoppers to create a virtual mirror image of themselves when trying different apparels.

Mobile Marketer – Tablets are key to driving conversion: Resource Interactive exec

Tablets will be the next wave of mobile devices to drive conversion for brands, according to an executive from Resource Interactive at the NRF 101st Annual Convention & Expo.

Today we published a new report that reveals that consumers don’t turn to mobile apps for shopping, but do havedevice preferences when shopping different retail categories. It also sheds light onthe popularity and potential of tablet and Facebook shopping.

To embed this infographic on your site or blog, please cut and paste the following code:
<a href=”http://www.zmags.com/blog/media/ConnectedConsumer-Inkhouse-010512v3.jpg”>
<img src=”http://www.zmags.com/blog/media/ConnectedConsumer-Inkhouse-010512v3.jpg” alt=”Tablet Shoppers” /></a>

 Who is the connected consumer?

Contrary to assumptions, the average connected consumer is not a texting teenager or a hipster with more devices than flannel shirts.She is 40 years old, earns $63,000 and owns several Web-ready devices. She’s all over Facebook, loves to browse catalogs and is enthusiastic about shopping via her devices. Does she look familiar?

The most revealing take awayfrom the report washow clearly mobile and tablet apps, on their own, are not meeting connected consumers’ browsing and purchasing needs. Onlyfour percentliketo shop using mobile apps, compared to 87 percent of PC owners,14 percent of smartphone owners and nine percent of tablet owners who prefer to browse and buy from Web and mobile sites.

It is also interesting how consumers are starting to make concerted choices about which devices they use to shop different retail categories. For example, 53 percent of shoppers for electronics and 39 percent of toy shoppers prefer to usetheir tablets. Not surprisingly, music is more actively purchased using smartphones.

Of course, connected consumers love their tablets. So much so, that 87 percent of them used their tablets for 2011 holiday shopping andspentan average of $325. Tablet owners are shopping from their tablets at least weekly and almost half of them said they expect to do even more tablet shopping in 2012.

Did you know that 34 percent of tablet-owning consumers are already shopping using Facebook? Did you even know you could shop on Facebook? For now, this is mostly in the forms of daily deals and couponing, as few retailers are actively selling on Facebook (with the exception of  a few brands, like Express, that are actively selling on Facebook.) Given more than 80 percent of connected consumers are active Facebook users,social commerce is the next big frontier for retailers and brands.

What does this all mean?

Retailers need to step up to the tablet. Some retailers are already embracing this opportunity, using adigital catalog approach – check out the catalog thatKenneth Cole, for example, used during the holiday shopping season. Moving forward, retailers and brands need to be ready to engage with connected consumers– wherever and however they chose to shop – by providing creative,browser-based shopping experiences that drive product discovery and inspire purchases.

Here are some of the links we found interesting this week:

Weekly News Digest December 12-16, 2011

Holiday Shopping News
Press Release – Survey Finds Consumers Have Only Scratched the Surface With Holiday Shopping; Most Have More than Half of Their Shopping to Complete
According to the National Retail Federation’s 2011 Consumer Intentions and Actions survey conducted by BIG research, as of the second week in December, the average person has completed 46.5 percent of their shopping, less than the 49.5 percent the average person had completed by the same time last year.

 
E-commerce News
InternetRetailer – E-commerce technology spending is set to increase
Retailers will dig deeper in 2012 to pay for better e-commerce systems, according to Internet Retailer’s new 2012 Complete Guide to E-Commerce Technology. Nearly 80% of web merchants will have larger technology budgets next year, with e-commerce platforms, mobile commerce and social media topping the list of priorities.

Mobile News
Christian Science Monitor – iPad 3 slated to hit in February 2012: report
The original iPad launched in April of 2010. The iPad 2 launched in March of 2011. And the iPad 3 will launch – right on schedule, more or less – in February of 2012. So says Citi analyst Richard Gardner, who recently penned a note to investors, forecasting the arrival of the new iPad, and with it, a screen sporting more than double the resolution of the previous model.
 
Forbes – How Web Retailers Can Improve Mobile Shopping
It’s clear that retailers still have much work to do on their mobile channels. Even for those top retailers in the Crimson Hexagon study, which account for the lion’s share of the sales to mobile devices, 41 percent of consumer comments indicated frustration.

What Vogue understands is that fashion images are attractive, compelling, inspirational and sometimes surprising. And fashion retailers around the globe have taken a leaf from Vogue’s look book to create, style and shoot their own photography to market their lines and looks, inspiring shoppers to buy. You can find these images on billboards, TV ads, in glossy magazines, printed catalogs and on websites.

And now, fashion brands are embracing powerful new segments of shoppers, those that like – even prefer – to shop via their tablets, smartphones or using Facebook. Just yesterday, Zmags announced that Kenneth Cole Productions has launched a digital catalog with content and user experiences optimized for the tablet, mobile and social shopper. Just in time to capture the holiday shopper, you can check it out here.

Robert Genovese, vice president of media/marketing at Kenneth Cole
explained: “The Kenneth Cole customer is always seeking inspiration and
new looks. With Zmags, we have created tablet- and social-friendly
content that makes browsing our lines more inspiring and buying the
perfect gift much easier.”

Kenneth Cole is not alone in appealing to a growing population of shoppers armed with tablets and smartphones. Check out Express’ digital catalogs online, mobile and on Facebook. What’s key to both fashion brands is they have commerce-enabled their digital catalogs, meaning that customers can make purchases directly from within the catalogs, with remarkable speed and convenience.

And it’s a good thing that Kenneth Cole and Express have embraced the new, connected consumer. A recent survey found that 87 percent of tablet owners are shopping for holiday gifts using their tablets, with clothing one of the most popular categories for tablet shopping.

Fashion, it appears, is a perfect fit for the tablet, mobile and social shopper.