Consumers don’t care about the distinction between marketing and ecommerce, so neither should brands. At least, that’s what Razorfish’s North American chief said yesterday.
Speaking at the Digiday Agency Summit in Miami, Shannon Denton said that commerce is rapidly becoming “the front door” of the brand. Consumers no longer see a piece of marketing and visit a physical store the way they did 20 years ago. In many instances, a commerce experience might now be the very first exposure a consumer has to a brand, so that experience should in itself be a piece of marketing.
“We have to make the commerce experience the best brand experience, too” Denton said. “We have to reimagine what an online store looks like, and we have to think about how we work storytelling into commerce.”
The other side of that coin, he said, is figuring out ways to work commerce into marketing. The ability to buy products from within ads is one opportunity, Denton said, as is the nascent but growing social commerce space. Agencies can still help. They can try to break down silos that still exist at their clients for starters.
“Commerce and marketing is still in silos in 90 percent of all brands we work with. That has to be broken down to create the type of seamless experiences that consumers now expect.”
Watch Denton’s full presentation below: Clip from: Marketing is Commerce, Commerce is Marketing from Digiday on Vimeo.
Inside NHL’s content strategy ahead of the Stanley Cup Finals
The NHL is offering live and on demand content on YouTube and across social media platforms such as TikTok, Instagram and Twitter.
‘We need an ad exchange for identity’: Overheard at the Digiday Programmatic Marketing Summit
Brand and agency executives discussed the state of cookieless identifiers, ad tech firms attempting to become one-stop shops and the extent to which ads should and shouldn’t be personalized.
Five years in, the GDPR has had a double-edged impact on the ad market
When it launched in 2018 the GDPR was hailed as a privacy superhero of sorts. It set the rules for how companies handle personal data, making sure they couldn’t just grab it without someone’s permission.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
GroupM’s JiYoung Kim calls for programmatic innovation and cites creative as an area in need
During a session at the Digiday Programmatic Marketing Summit, the agency executive cited ad creative as one specific area in need of innovation.
Digiday+ Research: Agencies choose contextual targeting over first-party data in post-cookie era
Three-quarters of agencies are actively preparing for the end of the third-party cookie, and 70% said they're doing so by spending more on contextual targeting campaigns.