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.
'Merging e-commerce and digital branding/marketing teams' is most popular, reported by 25% of marketers.
Adding specialised brand marketers into e-commerce teams (15%) and bringing e-commerce specialists into brand strategy teams (12%) are also popular changes. Almost one in ten (8%) of marketers say they are creating a new team to focus on branding within e-commerce.
Some are not seeing any e-commerce driven restructuring...