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Good morning, Marketers, and no surprises on holiday e-commerce.
Did anyone not predict that e-commerce would break records in the 2021 holiday season? It’s almost become a given that the number will continue to rise year after year. It’s important to remember that Adobe’s analysis of over 1 trillion retail site visits revealed the most recent stats in the second year after a pandemic, and in the midst of a severe supply chain crisis. What is e-commerce going to look like when goods move freely and people are more confident in the economy, and can deliver gifts in person? It is driven by many trends, including the ease with which transactions can be completed on mobile devices and the explosion in e-commerce. It’s important to have some certainty in a world filled with uncertainty. (If the numbers fall in 2022, please forget you read this. )
“‘Marketing is the TRUTH well told.’ David Oglivy’s perspective shared many years ago still holds up. Marketing and CMOs have the #1 job of discovering, capturing, and communicating this truth. And yes, this mindset powers and contributes to demand, pipeline and revenue generation much more efficiently.” Scott Vaughan, Marketing Adviser
About The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim