E-commerce and the case for investing in brand building

A comprehensive study across 13 countries and 21 categories by Wavemaker looks at how and why people buy, and explores the role brand investment plays in today’s e-commerce-first world.

When we think of e-commerce and media, we tend to immediately go to very highly targeted, end-of-the-purchase journey, conversion driving mechanisms: Amazon Search, Google Shopping and, increasingly, Facebook Collaborative Ads. Its not surprising given...