🚨 Ready for quantum commerce?🚀

#HTE 296 -Strategies, examples, and much more!

June 06, 2024 • Estimated Reading Time: 13 minutes

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Today,  we’ll embark on an exhilarating exploration of the ever-evolving landscape where technology meets commerce and culture. In this edition, we delve into the transformative potential of quantum computing in e-commerce, 🛒 the unique challenges encountered by queer influencers in navigating Pride marketing, 🏳️‍🌈 and unravel the mysteries behind eBay’s Advanced Promoted Listings Ads. 💻 

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How quantum computing could impact e-commerce?

Quantum Computing And E-Commerce

Queer Influencers Face Challenges in Pride Marketing

🔍 Decoding eBay’s Advanced Promoted Listings Ads

Top Reads📚

HTE Job Board- Get Your Dream Job With a Click✨💼

How Quantum Computing Could Impact E-Commerce?

We all get bogged down with our daily work challenges, so it's easy to push non-urgent issues to the side as "tomorrow problems." But we might get caught off guard if we're not thinking ahead.

Take GenAI, for example. When ChatGPT launched in late 2022, it shook up the business world. Companies rushed to figure out how to use it effectively, but many needed more time to be ready for this new technology.

Now, let's think about the next big thing: quantum computing. While it's still developing, quantum computing has the potential to be more than just a "tomorrow problem"—it could be a major opportunity for the future of e-commerce. 🚀💼

What is quantum computing?

Quantum computing is an emerging technology that uses quantum mechanics to solve complex problems much faster than traditional computers.

Quantum computers work differently because they use particles at the atomic level, which behave in strange ways. Instead of bits, which are either 1 or 0, quantum computers use qubits. Qubits can be 1, 0, or both at the same time, a state known as superposition. This, along with quantum entanglement, where qubits are interconnected and a change in one affects the others, makes quantum computing powerful. 🖥️🔬

Quantum computers are vastly faster than classical ones for complex tasks. For instance, in 2023, Google researchers said their Sycamore quantum processor solved a problem in six seconds that would take the fastest supercomputer in 47 years. 🚀🔬

Quantum Computing And E-Commerce

Quantum computers won't completely replace traditional computers for all digital commerce tasks. For many situations, the benefits won't justify the costs for many SaaS technology providers. However, quantum computers will excel at complex computational tasks.

Here are some ways quantum computing might impact digital commerce:

 Personalization: Quantum computing could revolutionize real-time data analysis, providing up-to-the-second personalization, offers, and product recommendations during shopping sessions.

 Dynamic Pricing: Enhanced real-time data analysis could lead to dynamic pricing, where each shopper gets a unique price based on various factors.

 Logistics and Delivery: Quantum computing could transform third-party logistics (3PL) and last-mile delivery by solving the long-standing traveling salesperson problem with new approaches.

 Next-Gen AI: Quantum computers could train and run next-generation large language models (LLMs), resulting in even better AI tools for e-commerce.

While these applications are just the beginning, the most immediate impact of quantum computing in commerce will be on internet security. 

The Internet Security Dilemma 🛡️🔒

🛡️ Trust is crucial in online business. Quantum computing might completely disrupt this trust because it can make current encryption methods useless.

🔒 Encryption (like the widely used RSA algorithm) is just a complicated math puzzle. While traditional computers can't solve it through brute force, a powerful enough quantum computer (measured by the number of qubits) can easily crack it.

Post-quantum encryption methods are already here, but just like with the rollout of HTTPS, it will take years before they are widely used. This delay could cause problems for people whose data gets breached. Hackers could steal encrypted data now and wait until they have quantum computers to crack it. 🕵️‍♂️💻

Companies that upgrade their security in the next three to five years will have a major advantage. They can proudly say they’ve implemented future-proof data security, while many of their competitors won't have started yet. 🚀🔐

Although quantum computing isn’t ready to change digital commerce today, it’s on the horizon. Staying ahead by knowing about tomorrow's trends today will benefit us all. 🌐✨

Queer Influencers Face Challenges in Pride Marketing

By Allison Smith

🌈 Queer influencers like Alysse Dalessandro see June as the most important month for brand sponsorships. Dalessandro, a plus-size fashion and lifestyle blogger, shares videos on TikTok and Instagram promoting products for her LGBTQ+ followers during Pride Month.

Pride Sponsorships Decline

  • In 2022, Dalessandro collaborated with 35 brands, with one-third of her annual income coming from Pride sponsorships.

  • In 2023, those figures have decreased significantly. Dalessandro blames the drop on brands feeling pressured by anti-LGBTQ+ conservatives.

Brands Pull Back

  • Target announced it would reduce its Pride Month offerings, with Pride products available in only half of its 2,000 U.S. stores and online. Last year, the retailer faced violent protests, causing a pullback of LGBTQIA-themed merchandise.

  • Bud Light faced a boycott after a marketing campaign with transgender influencer Dylan Mulvaney, causing a significant drop in sales.

Mixed Reactions from Corporations

  • Some companies are quietly continuing their Pride celebrations.

  • Walmart continues to offer LGBTQIA-themed merchandise.

  • Matt Skallerud of Pink Media notes a general slowdown in Pride projects.

The Global Perspective

  • In the U.K., Chris Dunne from Outvertising notes a quieter Pride Month with less visible support from retailers.

  • Despite this, overall marketing budgets are robust, with high levels in both the U.K. and U.S. in late 2023.

The Importance of LGBTQ+ Spending Power

  • LGBTQ+ Americans have a spending power of $1.4 trillion.

  • Matt Tumminello of Target 10 highlights the importance of building relationships with LGBTQ+ consumers, especially with one in five Gen Z identifying as LGBTQ.

Support for LGBTQ+ Issues

  • Many consumers, both LGBTQ+ and non-LGBTQ+, believe brands should express their views on political and social issues.

  • GLAAD reports that 74% of Americans are positively impacted by knowing a company offers Pride merchandise.

Shifts in Marketing Strategies

  • Marketers are investing only 2.5% of their advertising spend on the LGBTQ+ community.

  • Carlos Santiago of ANA AIMM mentions that brands are cautious due to the vocal minority against LGBTQ+ support.

Different Approaches, Not Less Support

  • Meghan Bartley from GLAAD notes that brands are rethinking their engagement with the LGBTQ+ community, focusing on year-round support rather than just Pride Month.

  • Examples include iHeartMedia and Procter & Gamble’s “Can’t Cancel Pride” event.

Year-Round Support

  • Target highlights its year-round investments in LGBTQ+ causes and participation in local Pride events.

  • Bob Witeck mentions that some brands, like Walmart, are doubling down on their Pride Month efforts despite the backlash.

In summary, while some brands are pulling back on their visible support during Pride Month, many are rethinking their strategies to provide ongoing support to the LGBTQ+ community throughout the year. 🌟

🔍 Decoding eBay’s Advanced Promoted Listings Ads

eBay Promoted Listings Advanced ads have officially launched before Holiday 2023. These CPC ads offer sellers and brands exclusive access to placements across eBay, featuring targeting and budgeting options that streamline advertising on eBay, making it more accessible and cost-effective than anticipated.

What is Promoted Listings Advanced (PLA)?

eBay's Promoted Listings Advanced campaigns prioritize Above Standard and Top Rated Sellers' listings at the top of search results for specific keywords, limited to four sponsored listings per search. Advanced campaigns now focus solely on the site where items are listed to improve performance. Using a second-price auction pay-per-click model, bids are influenced by factors like listing quality, keyword relevance, bid amount, competitors' bids, and eBay's minimum click value. Sellers can streamline campaign management by organizing listings into ad groups based on shared attributes and audiences. 

Promoted Listings Standard vs. Promoted Listings Advanced

Top-of-SERP placement incurs charges per click, with advanced campaign management options resulting in a 50% sales increase. Conversely, Promoted Listings Standard operates on a cost-per-sale model, appearing in multiple eBay locations and targeting customers based on product data. Sellers pay a predetermined percentage of the sale price only when purchases are made within 30 days of clicking the ad, making PLS ads a cost-effective choice for broad exposure.

How do Promoted Listings Advanced Ads Work?

PLA ads utilize targeting and budget controls to secure top-of-search and premium slot placement for relevant keywords, enhancing product visibility. Total campaign costs depend on keyword bids, competitors' bids, and clicks received. Unspent daily budget does not roll over. Winning the auction involves bid amount, listing quality, keyword relevance, and daily budget. Low-quality listings targeting irrelevant keywords won't display ads.

Promoted Listing Advanced Ads Rules and Requirements

  • Must have the product in stock

  • Cannot be in the following categories: Wholesale & Job Lots, Cars, Motorcycles & Vehicles, Events Tickets, Property, E-Cigarettes, Vapes & Accessories, or Everything Else

  • Buy It Now listings only; Cannot be an auction, even if that auction has a “Buy It Now” option

  • To verify the eligibility of a listing, visit your Seller Hub or view your product’s listing. Item eligibility will be listed under the “Promotions” column.

Best Practices for eBay Promoted Listings Advanced Campaigns

  • Craft an Optimal Product Page 🛍️

To excel in eBay auctions, prioritize quality listings. Ensure completeness, utilize appropriate formats, and categorize accurately. Apply optimization principles across platforms for maximum impact. Emphasize ample data, refined titles and descriptions, and top-tier imagery to boost shopper confidence.

  • Combine Promoted Listings Strategies 🚀

Maximize visibility efficiently with both Promoted Listings Standard (PLS) and Promoted Listings Advanced (PLA) ads. Choose based on competition, organic ranking, and conversion potential.

  • Monitor Organic Listings Regularly 👀

Organic or paid listings vie for visibility. Focus promotional efforts on weaker keywords for strong organic listings. Enhance organic positioning through refinement. Prioritize Promoted Listings for challenging scenarios.

  • Allow Time for Data Accumulation ⏳

Promoted Listings thrive with eBay's optimization and campaign duration. Allocate time for refining targeting and addressing issues.

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