All too often, the human side of e-commerce marketing is overlooked. It’s tempting to focus on new technologies that shape e-commerce marketing, but equally important are the marketing professionals who implement those tools. There’s a gap in the industry’s understanding of e-commerce marketers and how they’ve evolved alongside technology.
That is why the team at Sidecar developed the 2021 E-Commerce Marketer Survey. We asked marketers who specialize in online retail in North America about the top skills, talent and processes their teams want to adopt in the year ahead. The survey also explores the biggest challenges marketers face, their approach to automation vs. human-led strategy, data, and much more.
For example, we were surprised to find that only 38 percent of e-commerce marketers make the majority of their marketing decisions based on data. There’s a significant runway for growth, which points to untapped opportunities for these pros.
