Dive Brief:
- Digital shops like Razorfish and Isobar have seen expotential growth during the past two years in the online marketing services they provide for brand's e-commerce operations.
- In the past 18 months, for example, Razorfish has seen the number of top marketers' e-commerce requests triple as the gap between online sales and online marketing tapers.
- Packaged goods are driving e-commerce growth and are expected to hit $3 trillion in online sales in the next five years -- which would further fuel the trend.
Dive Insight:
As e-commerce grows, it should be no surprise that digital shops see business explode as well. With online sales, drawing a straight line from online marketing to online sales is clearer than with other traditional forms of commerce. Digital metrics allow for better tracking and targeting, and that ability to see immediate results is benefiting digital agencies and marketers.
