More than 60% of marketers say their team is being restructured in some form in response to the opportunity for brand building as part of e-commerce initiatives, according to WARC's global survey of marketing executives.

Why it matters

WARC's latest research suggests that while there is not a one-size-fits all approach to winning in today's marketing landscape, an integrated approach is beneficial. It will help join up thinking across teams, clarify accountability and optimise budget allocation. It can also help facilitate knowledge-sharing across e-commerce and branding, ultimately ensuring an improved customer experience.

Takeaways

• Merging e-commerce and digital branding/marketing...