E137: Talking eCommerce Customer Psychology & Zero Party Data w/ Jon Ivanco, Formtoro
UNPACKING THE FUTURE OF ECOMMERCE: INSIGHTS FROM INDUSTRY INSIDERS
In the dynamic world of eCommerce and digital marketing, understanding the current state and future direction of the industry is crucial for anyone looking to make their mark. Recently, Jason Greenwood, a well-known figure in digital and eCommerce, sat down with Jon Ivanco, the powerhouse behind Formtoro, to dive deep into what's shaping the industry. This conversation touched on key themes including the evolution of eCommerce, leveraging customer data and emerging technology trends that are disrupting traditional business models.
FROM HEALTHCARE TO ECOMMERCE MAVERICK
Jon Ivanco's journey is nothing short of intriguing. From starting in the healthcare sector in San Francisco to transitioning into law and eventually finding his footing in the tech and eCommerce landscape, Ivanko's diverse career path has equipped him with a unique perspective on business and innovation. This cross-industry experience, particularly his grounding in legal studies, has proven invaluable in navigating the complex commercial and legal challenges inherent in running an eCommerce platform.
THE GENESIS OF FORMTORO
One of the standout moments of the conversation was the origin story of Formtoro, Ivanko's brainchild. The platform, born out of a necessity to improve customer experience (CX) and user experience (UX) online, serves a dual purpose. It aids businesses in collecting zero and first-party customer data to enrich the customer journey. More importantly, it steers clear of exploiting this information for mere marketing gains, focusing instead on enhancing service quality. Through Formtoro, Ivanko aims to bridge the gap between data collection and meaningful customer engagement, a sorely needed approach in an industry often criticized for its invasive marketing tactics.
ON DATA, PRIVACY AND THE ECOMMERCE CONUNDRUM
The dialogue delved into the contentious issue of data privacy and the role of big tech companies in shaping consumer perceptions and behaviors. Ivanko's insights into the evolving landscape of data privacy, especially in light of regulations like GDPR, shed light on the delicate balance between data utility and consumer rights. The conversation critiqued the current narrative pushed by giants like Google and Facebook, suggesting a need for transparency and ethical data use in driving genuine customer value.
A CALL FOR INNOVATION IN ECOMMERCE
Perhaps the most compelling part of the talk was Ivanko's critique of the eCommerce sector's stagnation. Despite the technological advancements that have revolutionized how businesses operate, many eCommerce platforms still cling to outdated models and strategies. Ivanko passionately advocates for a more experimental approach, urging businesses to question established norms and explore innovative solutions to enhance customer experiences. From rethinking the role of product pages to challenging the efficacy of quizzes and pop-ups, Ivanko's commentary serves as a wake-up call for an industry at a crossroads.
CONCLUSION: THE ROAD AHEAD
The conversation between Jason Greenwood and Jon Ivanco is a reminder of the tremendous potential for growth and innovation that lies within the eCommerce sector. However, realizing this potential requires a shift in mindset—from viewing customers merely as data points to be mined for profit, to valuing them as partners in a shared journey toward better experiences and services. As eCommerce continues to evolve, listening to forward-thinkers like Ivanko and Greenwood will be crucial for anyone looking to stay ahead of the curve.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: