Business intelligence group GroupM discusses the meaning of mixed second-quarter results and July data reported by several countries and major retailers, as well as their implications for advertising and media spending, Mediapost reports . They also debate the definition of e-commerce.
“It has an impact on media and advertising , because there’s a very direct relationship between advertising spend for a lot of these companies, especially on digital platforms, and it’s going down,” Brian Wieser , GroupM’s global president of business intelligence, said during the team’s weekly podcast “This Week Next Week.”
During their talk, they spent most of the time discussing the different definitions saudi arabia number data that e-commerce and retail sales can have in different countries and companies. The general and main topic was to talk about the second quarter and July of 2022. According to these professionals, it has suffered great difficult comparisons with the same periods of the previous year. In 2021, e-commerce sales increased due to the COVID19 pandemic , including digital transformation and the increase in online consumption.
“In many countries, e-commerce is growing more slowly than retail right now,” Wieser summarized . Scott-Dawkins described how the level of e-commerce penetration varies so much between nations depending on how they define it.
Additionally, GroupM discussed the difficulty of creating a definition for in-store retail and how it differs from pure e-commerce. For example, they described the “fuzzy” nature of consumer behavior in retail shopping, Mediapost reports .
“ Is that retail what retail is? ” Wieser asked, adding that the blurry nature of those consumer shopping behaviors means “omnichannel strategies are going to be dominant in finding different ways to connect with people.”