[2024]Digital Global Overview Report 2024 Meltwater.pdf
Digital Commerce - Digital marketing is driving business growth
1. 1.
Digital marketing is driving
business growth
Forrester Research
estimates that by 2018,
almost half (44%) of
all EU retail sales will
be digital or digitally
influenced.
2. 2.
And executives expect
the largest share of
their digital growth in
the coming years to be
from digital customer
engagement.
Source: The Digital Tipping Point: McKinsey
Global Survey Results, McKinsey & Company
Source | The Digital Tipping Point:
McKinsey Global Survey Results, McKinsey & Company
3. 3.
“By 2017,
CMO’s are
expected to
spend more
on IT than
CIO’s.”
- Laura McLellan,
Research VP,
Gartner
That puts a lot of
pressure on CMO’s,
especially as their role
is rapidly becoming
more complex and
technology-based.
4. 4.
Because when it comes to customer
experience, customers have high
expectations regardless of touch point.
5. 5.
Source | Forrester Research, European Cross-Channel
Retail Sales Forecast, 2013 to 2018
Customers know what they want, when and
where they want it, and they expect retailers
to engage with them every step of the way.
Why is this important?
7. 7.
So what are they
looking for?
A consistent customer
experience across all retail
touch points
Helped by knowledgeable
sales advisors
Access to rich, detailed
product information
9. 9.
Merge digital
insights with
in-store physical
experiences.
Because one bad
customer experience
in one touch point
affects how they feel
about the brand
as a whole.
11. 11.
When retailers depend on silos of teams,
data, and processes, it makes it extremely
difficult to scale, optimise and measure KPIs
12. 12.
Systems need to be fully
integrated to provide insights
across all retail touch points
13. 13.
Everyone needs to be able to
access information
[employees & customers]
So they can be confident in
what they’re selling and
whom they’re selling to
14. 14.
Because customers want to know what
assortments you have, what products are
in stock and where, what they look and
feel like, what other customers are saying
and buying, product recommendations
and more