Sidelined in e-commerce: How to take back control of creativity | WARC | The Feed

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher. With the focus on technology rather than talent, and cost instead of connection with consumers, the result is that most e-commerce sites are hawking products in the same uninspired way.

Why it matters

The obsession with driving sales velocity has resulted in the worrying trend of creative’s waning impact versus media, even though e-commerce needs to be creative as almost two-thirds of consumers begin their shopping journeys online.