Digital Trends for 2010

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DigitalBuzz predictions about digital marketing trends for 2010 include the following:

  • Facebook replaces personal email. More people will be using Facebook to communicate rather than email.
  • Cloud computing with subscription billing models will bring open source software applications to the masses. Developers using open source will finally begin to make money for their application development efforts.
  • Mobile payments finally begins to take off, primarily due to the iPhone. The key is making purchases easy and inexpensive.
  • Logins for Facebook will be able to be used cross-application, making it simple for people to participate in many networks without registering.
  • Community building continues to be important and companies will invest money and resources into using communities to market products and services.
  • Community building and networks empower individuals to take on complex tasks because they know they have the necessary support.
  • Data analysis is the defining skill of the internet age. There will be new opportunities for those who can present information concisely and graphically.
  • Organizations will be able to tap into special interest groups and “crowd sourcing” will become an important part of outsourcing.

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According to CyberSource’s 11th annual study of e-commerce fraud. U.S. and Canadian merchants experienced a 1-2% decline in the average percentage of online revenues lost to fraud. Losses from fraud have held steady at 1.4% since 2006. Online fraud will cost North American merchants an estimated $3.3 billion in losses this year, down 18% from the $4 billion in 2008.

Reasons for the decrease in fraud include automation of fraud-detection with 67% of merchants using automated anti-fraud tools to sort orders compared with 56% in 2008. Top tools include device fingerprinting, card verification values (CVV numbers) and address verification services.

International fraud rates dropped the 50%, down from 4% in 2008 to 2% in 2009. Among merchants that accept international orders, foreign orders account for 21% of total volume, up from 17% in 2008. Merchants rejected fewer international orders, 7.7% vs. 10.9% in 2008.

Fraudulent orders are still expensive for merchants. For example, 49% of fraudulent transactions resulted in chargebacks to merchants up from 42% in 2008. Merchants this year fight 53% of their fraud-coded chargebacks and win 42% of the time.

Twenty-one percent of merchants think fraud is becoming more complex and 12% think it is getting harder to detect. Forty-eight percent of merchants believe fraudulent orders appear better camouflaged than ever before.

Proper use of a payment processing gateway is good protection against fraud.  And consider using chargeback prevention services to mitigate processing risk. 

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