E-Commerce Growing Fast Among Major Marketers, and Showing Returns -- New ANA Study

NEW YORK January 31 2017 amp8212 According to a new study by the ANA Association of National Advertisers within the next two years more than 80 percent of ANA marketer members will be conducting business via ecommerceThe ANA Survey Report ECommerce Insights also revealed that 73 percent of marketers surveyed believe ecommerce drives revenue for their companies and of those 43 percent said such initiatives account for up to 10 percent of all salesThe study showed that currently74 percent of respondents currently engage in some form of ecommerce66 percent reported ecommerce growth in the past year59 percent have dedicated ecommerce departmentsOf those companies not currently engaged in ecommerce 23 percent plan on launching such an initiative in the next two yearsamp8220These results are not surprising as ecommerce platforms connected to mobile devices have become increasingly prolificamp8221 said Bob Liodice ANA CEO amp8220There is every reason to believe that these trends will accelerate which will dramatically transform how consumers interact with marketers These trends will pressure marketers to adapt quickly and provide consumers with outstanding user experiencesamp8221ADDITIONAL FINDINGSMost ecommerce companies engage in social media marketing have an online store hosted on the companyamp8217s website leverage mobile payment platforms and employ thirdparty online retailers like Amazon or Walmart28 percent of respondents have an ecommerce department that reports to digital marketing while 21 percent of such units function as standalone divisions The remaining departments are part of integrated marketing 17 percent sales 12 percent information technology 8 percent brand management 7 percent shopper marketing 4 percent and media 1 percentMost ecommerce departments report to the CMO 47 percent followed by the head of sales 15 percent the CEO 10 percent and the chief technology officer 8 percent56 percent of respondents said they use agencies to support their ecommerce strategies More than half use multiple agencies to help them design ads create strategy and assist with mobile and social commerceCHALLENGESMeasurement continues to be an issue particularly with assessing the bottomline impact of total ecommerce efforts Issues cited include poor intracompany communications and a lack of tracking infrastructureThe study also said that even though augmented reality and virtual reality are becoming mainstream particularly for gaming their ecommerce potential remains largely untapped Additionally programmatic buying and the promise of addressable TV have the capacity to drive even more ecommerce growth However ROI tracking across devices continues to present challengesMETHODOLOGYIn total 215 clientside marketers participated in the survey a crosssampling of ANA membership Respondents to the survey conducted in July and August 2016 have a median of 20 years of experience in marketing spanning sectors company size and marketing spend Approximately 40 percent of respondents focus their marketing on BtoC efforts 18 percent on BtoB marketing and 42 percent on both BtoB and BtoC Some of the ANA member companies that participated include AB InBev ATampampT BristolMyers Squibb Cuisinart General Electric MGM Resorts International Mondelamp275z and State FarmFor purposes of the survey ecommerce also referred to as electronic commerce EC ebusiness or etail refers to a wide variety of internetbased business models An ecommerce strategy was defined as one that incorporates various elements of the marketing mix to drive users to a website for the purpose of purchasing a product or service Ecommerce includes businesstobusiness businesstoconsumer consumertoconsumer and consumertobusiness sales via an online company store as well as through thirdparty retailersThe full study can be downloaded belowThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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E-Commerce Growing Fast Among Major Marketers, and Showing Returns -- New ANA Study

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