What Is Commerce Marketing And Why Is It Important In The Context Of Commerce Or Retail Media?

Commerce marketing is is a broader term uh so you can think of retail media Commerce marketing as kind of a subset of that so Commerce marketing is is really a form of Performance Marketing right so you used to think of as a marketer brand marketing or brand you know money that you spent to build up your brand and then you spend money to actually drive sales right so the thought of is Performance Marketing Performance Marketing is starting to evolve into Commerce marketing not all of it but a good portion of it where brands are tring trying to tie their media spend actual sales right and that’s uh because of Greater accountability that’s being demanded of marketers saying you know uh you don’t to spend the money you need to sort of know exactly if it’s driving sales how it’s driving sales when it’s driving sales and all of that and so on so Commerce marketing is kind of a rapidly growing form of Performance Marketing or more accountable marketing I should say um it has um the ability to measure ultimately direct impact on a product sales right just just this week earlier this week we saw an announcement by a major automaker to say that they’ve kind of disbanded their marketing organization used to be like everything was brand to saying okay part of it is content and brand build building and the other part is Performance Marketing why because they want more direct attribution and and accountability for sales right and this is an auto brand which you don’t at least not often buy online so you can imagine what happens with Brands where you have direct purchase possible by by the brand uh I was speaking to a cpg brand uh just yesterday who you know has been our customer and has been doing uh they call it mid to uper funnel but it’s mostly you know kind of upper funnel marketing and uh they want to push heavily in what they call acquisition marketing which is another term for basically acquiring customers and driving sales so I think there’s a big movement towards that level of accountability and so think of that as Commerce marketing but within that retail media which is a form of Commerce marketing that’s executed by by retailers so if you’re a brand you could be doing um you know what is often thought of is e-commerce marketing which is just essentially delivering ads that highlight your products and maybe places you could buy it from so that’s e-commerce marketing retail media is much much more direct the ads are either running of the retailer or using the Retailer’s data using their content and so it’s just much much more granular and precise than uh broad e-commerce marke [Music]