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Good morning, Marketers, and no surprises on holiday e-commerce.
Did anyone not predict that e-commerce would break records in the 2021 holiday season? We’ve almost come to take it for granted that it will climb year after year. But it’s worth remembering that the latest stats, based on Adobe’s analyzing over 1 trillion visits to retail sites, emerged in the second year of a pandemic and in the face of a sweeping supply chain crisis.
What will e-commerce look like once goods are moving freely, people have more confidence in the economy and are more easily able to deliver gifts in person? There are many trends powering it, of course, such as the ever-increasing ease of completing transactions on mobile devices and the explosion of e-commerce.
In a world of uncertainty, it’s good to feel certain about something. (If the numbers fall in 2022, please forget you read this.)
“‘Marketing is the TRUTH well told.’ David Oglivy’s perspective shared many years ago still holds up. Discovering, capturing and communicating this truth is job #1 for Marketing and CMOs. And yes, this mindset powers and contributes to demand, pipeline and revenue generation much more efficiently.” Scott Vaughan, Marketing Adviser
About The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.