Watch Skai’s Chief Growth Officer, Gil Sadeh, explain why marketers need to realign to the new reality of today’s commerce funnel.
The pandemic didn’t create ecommerce—it merely accelerated something that was already an eventuality. Today’s state of business is the new normal and, thus, now marketers finally have some steady ground on which to build their foundations and realign their thinking.
The future of business is clear. Consumers will be transacting a large part of their commerce online and the portion that remains offline will be incredibly influenced by online touchpoints.
For marketers, the question is: What do we do now?
“Traditionally, everything has been siloed, online and offline, with different teams working on different programs,” say’s Skai’s Gil Sadeh, Chief Growth Officer. “Now it’s becoming more and more connected, and having it all in one platform, offering one solution that connects everything together. That’s a big part of the Connect Commerce vision.”
WATCH GIL’S INTERVIEW IN THE VIDEO AT THE TOP OF THIS POST
What is Connected Commerce?
Connected Commerce is a complete overhaul of the way brands have been approaching commerce marketing. Winning strategies will rely more on finding ways to connect unique data with powerful media to meet the full circle of marketing needs and win every shoppable moment.
One of the key tenets of this approach is that in order to maximize the impact that marketing can have to engage and influence consumer purchase behavior, practitioners must rethink legacy thinking that was developed in the pre-Internet era.
A recent Skai blog post, Rethinking Retail Media Best Practices as the Channel Evolves, outlines the key areas in which marketers are rethinking to be better aligned to a more modern, Connected Commerce approach.
- Rethinking silos from online/offline to align to the omnichannel consumer
- Rethinking strategy from reactive tactics to proactive, intelligent decision-making
- Rethinking channels to customer-centricity
- Rethinking influence from branding to full-funnel engagement
- Rethinking measurement from attribution to incrementality
Read the blog post for more information: https://skai.io/blog/rethinking-retail-media/