By launching shopping on Instagram, Facebook has introduced a huge dilemma for retailers, says michaeljaconi
that linking users off their page was the best way to bring users back to Google. With commerce, that is still the"right view." It's also what is best for retailers. This is why Google is the best performance marketing channel that has ever existed, and frankly, that is why there is so much pent up excitement for Pinterest's IPO. No platform in the world can compete with Pinterest's ability to inspire intent and funnel it towards retailers.
,"We tend to be quite leery about the idea of almost habituating people to find our journalism somewhere else [...] and we're also generically worried about our journalism being scrambled in a kind of Magimix with everyone else's journalism."For this strategy to be successful, a new future for retail will need to emerge. Retailers that sell multiple products but are excellent at selling only one product will no longer dominate.and then sold every category of fashion.
What's ironic is that I've been told by every VC I've talked to that"this isn't the model" that platforms will adopt." Call Instagram Checkout what you want; some will call it"affiliate" and others will more alluringly call it a"shopping fee." Regardless, the world is heading in this direction as there is no purer model that exists — advertisers paying based on the value they're driven.
The precipitous shift of brand dollars to performance dollars has begun and is speeding up. The models that will emerge in our future will offer a"win win win" model for all parties: the publishers , retailers, and consumers. The days of paying for impressions and taps alone are gone.
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