Marketers need to keep up with the evolution of e-commerce | WARC | The Feed
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Marketers need to keep up with the evolution of e-commerce
Marketers wanting to build strong brands in an e-commerce world should rethink any assumptions that branding and shopper marketing are distinct disciplines, according to a new report from GroupM.
Why it matters
Global e-commerce sales is forecast to grow 20% during 2021 (to $5.2 trillion) and 19% in 2022 (to $6.2 trillion). Shopper marketing and other performance media play an important role in driving digital purchases, but with e-commerce shrinking the active stage of the purchase journey to seconds, consumers are more likely to choose brands they recognise.
- Online consumers are more likely to know in advance what...
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