Five commerce imperatives for brand marketers

Matthew Carlton

As the work of marketing and sales teams converges, brand marketers are having to consider how they can enhance performance in commerce – Zenith’s global commerce director has some pointers.

Today’s marketers have access to more data than ever before to help optimise their media, new channels are being introduced such as self-serve marketplaces, and the share of online activity with commercial agreements continues to increase.

Given this convergence between marketing and sales, marketers are having to think about how they can enhance performance in commerce. At ad:tech London (September 2018), Cassandra Stevens, global commerce director at media agency Zenith, highlighted five key areas of focus.

1. Break down silos

Influencing a customer’s decision to buy a product is not as straightforward as before. Historically, when a...

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