A number of brands are missing out on driving growth via new commerce platforms as their marketing and sales teams are not structured to leverage opportunities, according to new Zenith research.
The research, Five Commerce Imperatives for Marketers, said marketing teams need to reach the right customer at the right moment and are measured by awareness and reach metrics.
Sales teams on the other hand need to meet ‘sell-through’ targets and are often assessed on short-term sales metrics.
The research noted as part of the digital transformation process to enable them to embrace end-to-end consumer journey planning, brands need to close the gap between sales and marketing in order to maximise returns from e-commerce.
- Leadership Webinar: Which-50’s 2019 Outlook and Business Transformation Drivers webinar is set for November 27. Register today!
Nickie Scriven, CEO at Zenith Australia said “In Australia e-commerce is really just starting to gain the broader attention of marketers, with the long anticipated arrival of Amazon on our shores.
“Organisations that move to integrate marketing, sales and service functions and truly adopt an end-to-end consumer and customer experience approach will be the ones that position themselves for long term business growth.
“This requires the right balance of brand building and retail focused messaging in order to build brand appeal and relevance with consumers, as well as incentives to move them along the path to purchase. Ecommerce provides the potential to connect the consumer and customer experience and gain invaluable data and insight along the way.”
Zenith highlighted five key areas of focus that will help brands maximise ROI from commerce, firstly break down silos, the research said in order to connect consumer experiences all the way through to sales, brands must break down their silos and understand category differences in journey planning.
Specialists from a brand’s marketing and sales functions must inform commerce strategies, and cross-functional models must be developed to ensure the right strategic and investment decisions are made.
Secondly, leverage the retail experience; with retailers acting like publishers brands must approach retail as they would the media, collaborating and planning placements. Consumers expect seamless, connected shopping experiences, so brands must work on joint plans with their retail partners in line with consumer expectations.
Thirdly, identify sources of growth; shoppers are loyal to where they buy meaning brands need to focus their partnerships on a core set of retailers offering the most growth potential.
Fourthly, exploit retailer media, brands need to push them to quickly develop digital marketing solutions. It is important that digital trade investments are optimised in a similar way to digital marketing.
Lastly, enhance partnerships; in order to leverage opportunities brands should connect commerce and communications. One way of doing this is to use retail ecommerce data to optimise a brand’s digital marketing.