How brands respond to the look-alike-and-disappear e-commerce challenge

Stephen Whiteside

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

As consumers scroll through countless pages of similar-looking products on e-commerce platforms run by Amazon, Walmart, Macy’s, or The Home Depot, it can be hard for individual brands to stand out from the crowd.

In exploring how marketers are approaching this challenge – and the wider task of adapting to the online retail world – the CMO Council, the executive network, partnered with eBay Advertising to survey almost 200 brand custodians in early 2018.

And 42% of their panel agreed that crafting “richer, more visually engaging content” was a priority as they attempt to achieve greater brand differentiation on digital...

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