Tag Archives: advertising

The End of Cyber Monday

Photo of a young woman in a clothing store looking at her phone.As I write this blog entry, we are still two weeks away from Thanksgiving, Black Friday, and Cyber Monday. While I believe the first two will continue into the future, I think the term Cyber Monday has become irrelevant, largely due to technology changes, and will end this year. In this post I will lay out my reasoning for predicting its demise and invite you to give me feedback as to whether you believe Cyber Monday is doomed.

History

The term Cyber Monday was coined in 2005 by Shop.org, the digital arm of the National Retail Federation. Shop.org also runs the website Cybermonday.com in which they invite participating retailers to share their Cyber Monday shopping deals. The term refers to the Monday after Black Friday when the most online Christmas shopping is done. It was not true in 2005 but was by 2010. Now it is only one of many large online shopping days reaching back into mid-October.

Technology

I believe that the biggest threat to Cyber Monday is technology. The theory was people would go to work on Monday after the long Thanksgiving weekend and purchase all of their remaining Christmas items online using the faster company internet connection. That is now irrelevant for two reasons:

  1. Home internet connections are now fast enough to stream digital content such as movies so they are more than adequate for shopping.
  2. More people are shopping now from a mobile device such as a smartphone or tablet so they do not need to be tied to the home or office internet connection.

The term “showrooming” was coined to define the practice of visiting a store to view merchandise before ordering it online at a lower price. Best Buy has been referred to as the showroom for Amazon. In theory, you could even stand in a brick and mortar store and order the same product online through your smartphone. I think this practice will decline as we get closer to price parity between online and traditional retailers.

Web sites and apps such as Buyvia.com and Dealnews.com have taken the steam out of Cyber Monday by advertising a wide range of retail deals 365 days a year. I can define my product search and get alerts as to the best price and retailer, regardless of whether it is on Thanksgiving weekend.

Timing is everything

Retailers are creating shopping events earlier and earlier. I can already see “leaked” Black Friday ads from several retailers even though Thanksgiving is still several days away and Christmas is more than a month away. Soon we could have our Christmas shopping done in September, eliminating the whole holiday rush of late November and early December.

Thoughts

I realize that retailers will continue to roll out special deals on certain days like Black Friday and Cyber Monday, but I think that technology advances and the way that we choose to do business will make these exclusive days less of a bargain.

Am I just being a Scrooge or am I on to something? Is technology changing how and when we shop? Has Cyber Monday become irrelevant? Let me know your thoughts.

Author Kelly BrownAbout Kelly Brown

Kelly Brown is an IT professional and assistant professor of practice for the UO Applied Information Management Master’s Degree Program. He writes about IT and business topics that keep him up at night.

The Marriage of Art, Copy, and Code

In our current Information Design and Communication course we are talking about infographics and how they convey information differently than pure print or pure graphics. They take the best of both worlds and hopefully reach a mixed audience of people that are visually oriented or linear sequential (left to right, top to bottom). I have been thinking lately about how infographics can become animated or even interactive. This is already starting to happen in terms of self-directed information graphics. I have also been thinking about how this will creep into advertising and how we can create more personalized advertising. I recently viewed a video at redsharknews.com that gave me a glimpse into the future: the marriage of art, copy, and code.

Art

It used to be that art was very static and very tangible. Whether it be a fine painting or a sculpture, it is permanent and meant to be viewed by many people many times. Art is becoming more digital and more dynamic. With increasing screen resolution, images are more vibrant than those on a static canvas. Digital can also mean temporary, whether by design or by accident (forgot to back up). This new medium is increasingly being used in print and dynamic advertising and is very effective in communicating the message.

Copy

Someone still has to write copy for all of the advertising. In the age of social media, people are looking for concise information and advertising that breaks through the chatter and informs. Consumers are becoming more sophisticated and in many cases, more jaded. It does and will take a very talented copywriter to craft the script for future advertising. The same advertisement may be seen on a television, a computer, a handheld device, or other devices. How do you craft a story for all of those potential viewers, or do they each get their own custom version?

Code

Here is where it gets interesting. Because of the dynamic nature of art and copy and a new sophisticated audience, it takes a skilled software person to knit it all together and make it personable, relevant, and timely. As in the example I shared above, the ad needs to be about you, where you live, what interests you have, and what possible connection you might have to the advertised product. It’s about me, here, and now.

Thoughts

In the future, will the same person possess all of these skills or will it continue to be a team effort? Is it possible to have art skills, copy skills, and coding skills in one package? Are we training upcoming professionals in all of these areas or at least to be aware of the other professionals that they will be working with? It will take some skillful teamwork to pull this off but, with the right collaboration, it can be real magic.

 

About Kelly BrownAuthor Kelly Brown

Kelly Brown is an IT professional, adjunct faculty for the University of Oregon, and academic director of the UO Applied Information Management Master’s Degree Program. He writes about IT topics that keep him up at night.