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ANA Study: 73% of Marketers Believe E-Commerce Drives Revenue for Their Companies
Liz Unamo| 31 de enero de 2017
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The ANA Survey Report: E-Commerce Insights revealed that 7% of marketers surveyed believe e-commerce drives revenue for their companies, and of those, 43% said such initiatives account for up to 10% of all sales. For the study a total of 215 client-side marketers were surveyed, a cross-sampling of ANA (Association of National Advertisers) membership. According to this new study, within the next two years more than 80% of ANA marketer members will be conducting business via e-commerce. Already, 74% are engaged in some form of digital transactions, 66% reported growth in this sector the past year, and 59% have dedicated e-commerce departments. For Bob Liodice, ANA’s CEO, these results are not surprising, particularly when more and more e-commerce platforms are connected to mobile devices. “There 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 experiences” he added. The study also revealed that 56% use agencies to support their e-commerce strategies, and more than half use multiple agencies to help them design ads, create strategy, and assist with mobile and social commerce. But there’s still the issue of measurement, particularly with assessing the bottom-line impact of total e-commerce efforts. The study also said that programmatic buying and the promise of addressable TV have the capacity to drive even more e-commerce growth. However, ROI tracking across devices continues to present challenges.
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