Technology, COVID-19, and a sophisticated consumer have changed eCommerce forever, and for the better. The convergence of these dynamics calls for more intelligent and improved marketing, since consumers control how they interact with brands. Agencies sit at the crossroads of the consumer and the brand as the driver of how consumers find, buy, and determine the availability of products. However, agencies have limited insights through search intelligence, the sparse data that Google provides, or sometimes incomplete first party data from brands.
This limited visibility that agencies have is hindering, not improving, the shopper journey. Today, a shopper within minutes can search for the best products and the best deals across Google, Amazon, Walmart, and multiple marketplaces, making buying decisions based on price, reviews, ratings, video, competing ads, special offers, shipping, and other criteria. The agency does not have a holistic view of the shopper’s journey or the digital shelf.
