Trends Report

Brief: Digital Marketers Are Embracing eCommerce, And China Is Leading The Way

As Obsolete Organizational Boundaries Fade, Digital Marketers Are Increasingly Taking Responsibility For eCommerce Initiatives

August 5th, 2015
Xiaofeng Wang, Principal Analyst
Xiaofeng Wang Principal Analyst
With contributors:
Luca Paderni , Michael Barnes , Flora Zhang , Bill Nagel

Summary

As B2C digital marketing professionals become more directly responsible for business outcomes, they are gradually taking responsibility for eCommerce. Our research shows a clear trend toward merging the responsibilities of the digital marketing and eCommerce teams, particularly in China. This brief helps B2C digital marketers understand how and why they should embrace this new challenge and seize the opportunity to better serve customers with consistent digital experiences across all touchpoints.

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