With overall retail experiencing just 3.5 percent annual growth so far in 2015 and digital retail seeing nearly five times that growth at 14.8 percent, it’s clearly an exciting time to be in the world of e-commerce. In recent years there have been countless studies demonstrating a shift in consumer purchasing patterns from brick and mortar to digital. Not only is digital spending on the rise, but a recent study from Deloitte Digital also shows that digital brand interactions influence 64 cents of every dollar spent in brick and mortar locations. As a result, many analysts believe retailers that don’t place an emphasis on e-commerce and digital branding will fall off the map in years to come, which we’re already seeing happen to brands like JCPenney and Gap.
Additionally, social media is currently driving more e-commerce than any other digital properties, with Facebook leading the charge. Thus, it’s essential that brands optimize their social channels to capitalize on the trend. Consumers expect brands to engage with them consistently across all social channels and all devices. There’s an overall shift in consumer behavior in that now they expect brands to offer them not only the products they love, but also a full brand experience, and it’s imperative that brands recognize and meet this expectation.
Not only does e-commerce present a huge growth opportunity for brands looking to sell to consumers, but also tremendous potential for e-commerce service providers in the business to business space. According to Forrester Research, U.S. companies will nearly double their spending on e-commerce technology between now and the end of the decade. Specifically, the firm expects spending to grow at an average rate of 12 percent, from $1.2B in 2015 to $2.1B in 2019, with an overall growth of 75 percent.
In order for service providers to stand out in a sea of competitors it’s essential that they understand the key growth areas for brands across the board – namely global expansion, mobile commerce and omnichannel strategy. In order to establish that credibility and expertise, service providers must continually be inserted into media conversations surrounding these trends. This can come in the form of contributed content that positions an executive as an industry thought leader, or by sharing a successful case study with target media to generate editorial coverage. Once an executive is established as a thought leader and a company is recognized as an innovator in the space, there tends to be a domino effect and the press will inherently consider them as sources for future stories.
PMBC Group has a team of publicists in place with years of experience working with e-commerce companies of all shapes and sizes – from digital boutiques to end-to-end service providers. We elevate brand awareness by conducting a three-prong media relations campaign, targeting business, consumer and tech press simultaneously. Our team constantly has a finger on the pulse of the industry, and it’s this robust knowledge of the space that enables us to routinely secure placements in top-tier trade publications like Women’s Wear Daily, Multichannel Merchant, Internet Retailer and more.