Nest State of the Market Q&A with Simon Andrews
“Brands should step back and evaluate their channel mix this year.
Ecommerce suffers from customer experiences that are pretty routine, and there is a real opportunity to make online shopping more exciting. D2C brands have been slower to adopt the advantages of this strategy compared to multi-channel brands.
The conversation around brand versus performance at the moment is a signal of this but many have this all wrong. Really, everything is brand, and everything is performance.
Most brands should be spending more on creative this year. The return on investment here more than pays for itself, while brands who aren’t prioritising creative are likely wasting huge amounts of their paid social budgets.”
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