REPORT

SELECTED CONTENT FROM THE REPORT

Interviews

Interview

Ahmet Abaci

Vice President, Spalding Product Marketing & Brand Strategy,
Fruit of the Loom

“When it comes to these global eCommerce marketplaces, I see them bringing convenience and choice to the consumer,” Abaci says. “Brands should see this as positive not only because it benefits the consumer, but because it drives innovation. Competition, in the end, helps everybody.” When cu... More

Interview

Amy Pascal

Vice President, Head of US Marketing,
LEGO

Pascal notes that in the earlier days of the web, eCommerce sites existed, but they were not on the radar because they were so small. “Everything happening on the web at that time from a marketing standpoint was focused on reaching and engaging with consumers,” she explains. “Marketers focuse... More

Report Media Coverage

Martech Series

New Research From the CMO Council Highlights How Leading Brands Are Learning From Big Digital Marketplaces and Adapting to a New 4P Model of Marketing That Is Based On Precision, Personalization, Persuasion and Perfection to Multiply Purchase. Leaders have followers, and nowhere is that more evident than the global eCommerce market, where giant digital shopping destinations like eBay, Amazon and Alibaba now account for more than 50 percent of the nearly $500 billion spent by North American consumers online. More

Bizcommunity

Leaders have followers, and nowhere is that more evident than the global e-commerce market, where giant digital shopping destinations like eBay, Amazon and Alibaba now account for more than 50% of the nearly $500 billion spent by North American consumers online.New research by the Chief Marketing Officer (CMO) Council – entitled 'Ingenuity in the Global eCommerce Community' – explores how the massive scale, data quality and customisation capability of online marketplaces are bringing new levels of customer insight, enriched experiences and added value to brands. Digital commerce accounts for about 10% of the $5 trillion in total annual sales across all retail channels. More

Hospitality Net

New Research From the CMO Council Highlights How Leading Brands Are Learning From Big Digital Marketplaces and Adapting to a New 4P Model of Marketing That Is Based on Precision, Personalization, Persuasion and Perfection to Multiply Purchase.New research by the Chief Marketing Officer (CMO) Council—entitled "Ingenuity in the Global eCommerce Community"—explores how the massive scale, data quality and customization capability of online marketplaces are bringing new levels of customer insight, enriched experiences and added value to brands. Digital commerce accounts for about 10 percent of the $5 trillion in total annual sales across all retail channels. More

[A]List Daily

According to a report by the CMO Council released on Monday, seeing which way the wind is blowing in the dawn of the digital retail age is just one of a number of hurdles marketers have to face. Fifty-six percent of respondents in the CMO Council’s report titled “Ingenuity in the Global eCommerce Community” said that eCommerce is revolutionizing and reinventing the global retail marketplace and 43 percent say it challenges brands to evolve across all channels and markets. While views on eCommerce were positive overall, 14 percent said that it complicates relationships with traditional retail partners. More

eMarketer

The explosion of online marketplaces run by Alibaba, Amazon and eBay has given brands opportunities to reach new consumers and test ideas, but brand marketers worry about potential consequences of the new retail model. According to a Q2 2018 survey by the CMO Council, a majority of brand marketers worldwide (56%) think retail is being reinvented by marketplaces. Many also agreed that marketplaces are forcing brands to rethink every aspect of how they go to market. A change this disruptive naturally causes concerns. No. 1 by far is the potential for conflict and cannibalization of traditional retail channels (50%). Less worrisome—but still important—are concerns about counterfeit product sales (32%), and privacy and protection of customer data (32%). More