Brands must partner with ecommerce sites

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 07, 2021, 1:41 AM UTC

Considering ecommerce sites as brand partners can help brands establish a direct conversion trail.

Businesses will benefit from collaborating with ecommerce websites, as features like shoppable content can help marketers optimise their campaigns across the purchasing funnel. The first-party transaction data offered by ecommerce sites can help marketers measure metrics like traffic and return on ad spend.

Moreover, the first-party data from ecommerce sites can help marketers track interactions and conversions and target ads with precision. To monitor customer engagement, identify touchpoints, and build a consistent purchase pathway, brands must position their ads across ecommerce sites.

Ecommerce ads served close to the point of purchase like the checkout stage can drive sales, as consumers are likely to purchase from brands that offer convenience and value. Marketers can also leverage the social features being incorporated into ecommerce sites to build consumer relationships and boost interaction.

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