If you don’t get on board and understand the dynamics of where the puck is going ( The great ones Wayne Gretzky’s greatest attribute ) then you will stagnate and brand opportunities will pass you by.
E- Biz is thriving with Amazon enjoying 6% grow to 49% of the online marketplace. Distant 2-6 are eBay (6.6%) , Apple (3.9%), Wal-Mart (3.7%) , Home Depot (1.5%) and Best Buy (1.3%) .
Since we are in apparel business and do marketing for that sector we are encouraged that this category still drives Amazons business model. Category is up +38% and is 15.4% of Amazons business!! Amazon does 38,5% of all online apparel.
I have been very critical over several years of the digital paths that several retailers have gone. They have spent the last 5 years focusing most of their efforts to position themselves for the digital future and have built a strong foundation.
My concern was their abandoning of retail marketing that got them to where they were. Now the path of the future is evident as Digital advertising surpassed Print in 2011 and will surpass mainstream advertising path forward.
Digital has won the battle, but its still going to take a balance of positioning in Marketing, and Advertising spending.
I continue to see that $’s are being spent out of control. The true value of this mix is still unknown from a knowledge base of the brand marketer sitting at the desk guiding their brand through their annual plan.
Workloads and lack of passion have crippled brand managers from fighting the media spend battle. Accountability has lacked with media managers and media agencies.
Step into a new normal of putting your brand where shoppers are vs where your product is sold. With mobile sales outpacing itself year to year , can you afford not to have a accountable mobile/digital advertising plan?
Its time for Customer teams, Brand/Marketing teams and Retailers/Buyers to demand full disclosure for their brand/categories in regards to media buys. Pepsi had announced a while back that they are putting marketing plans under the brands vs in the hands of top of house marketing and media buyers. This will allow brands to react on a now time reaction in the marketplace.
Allowing collective $’s going into an undisclosed chamber of horrors is a thing of the past. Waiting for announcements that digital or reach is better here or there is behind the times for the aggressive media buyer. Allowing $’s to go where relationship outweighs accountability needs to be policed.
Accountability will be the buzz word for the future of marketing. Get you house in order and watch you brand drive to the top in 2019!!