We’re finding that ecommerce is moving more into the marketing function and maybe becoming more fundamental to the business for a couple of reasons. One is that it’s become big. It’s become big enough to be bigger than any individual store in the retail world or to be a major test environment for anything that could be done in the stores.
So that’s one reason. The other is that the CMO is understanding the link between the inbound side and the outbound side, so the inbound advertising effort that leads to the ecommerce site and the outbound effort of actually closing those sales and how that may convert either on the website or in the store. So understanding that whole attribution cycle has become very important to them, understanding where their media dollars are driving sales in any channel.
And also, it doesn’t fit in the traditional model of the business and the CMO by thinking strategically about where the brand sits can use that as the place to represent the brand while trying to figure out other things that are happening in the business. So it’s a place for the marketer to own a P&L, to be able to say this is working and this is not working, own the dollars for it, and then be able to apply that in other parts of the company if necessary.
The ecommerce operation is the one place where the marketer can own the operations. They can own the brand experience, and they can own the data inputs to be able to make decisions that can show the value that they’re creating for the company.
It becomes their own world that they can control top to bottom, whereas in their retail operation side or in the call center side, there’s so much more that has to happen to make those sides effective that are very operational that the marketer is not going to be as connected to, but ultimately will link in through the ecommerce effort.