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.
More in Marketing
Hyve Group buys the Possible conference, and will add a meeting element to it in the future
Hyve Group, which owns such events as ShopTalk and FinTech Meetup, has agreed to purchase Beyond Ordinary Events, the organizing body behind Possible.
Agencies and marketers point to TikTok in the running to win ‘first real social Olympics’
The video platform is a crucial part of paid social plans this summer, say advertisers and agency execs.
Where Kamala Harris and Donald Trump stand on big tech issues
The next U.S. president is going to have a tough job of reining in social media companies’ dominance and power enough to satisfy lawmakers and users, while still encouraging free speech, privacy and innovation.