Today, brands have more opportunities than ever to connect with consumers through a growing number of channels, including emerging media, in-person, digital and e-commerce. In line with the growth of different touchpoints, global digital media spend has grown by 42% in 2022 and the share of e-commerce sales by 61% compared to 2018 – mainly accelerated by the COVID-19 pandemic and shifts in consumer behavior. This comes at a time when this new generation of consumers, Generation Z (people born between 1997 and 2012), spends the most time online of any generation.
Surprisingly, offline sales are equally as strong. According to eMarketer, even post-pandemic, more than eight out of ten sales worldwide took place in brick-and-mortar stores. Brands that focus solely on e-commerce success miss out on $0.20 of opportunity for every $1 spent. So, how can brands better optimize their investments in this omnichannel world?