Learn
Learn
Close

What is 'They Ask, You Answer'?

A revolutionary approach to driving more sales from your inbound marketing.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Certified Coach
Become a Certified Coach
Close

Companies shift ad dollars by 18% due to increased e-commerce spending

Companies shift ad dollars by 18% due to increased e-commerce spending Blog Feature

Daniel Escardo

Sr. Front-end Developer, 15+ Years of Web Development on HubSpot and Various CMSs

October 6th, 2020 min read

Just like everyone on the planet Earth, I’ve been spending way more time at home these days as I endure the claustrophobic effects of the COVID-19 pandemic.

As such, when I’m not desperately searching for “joy” in a pile of my belongings that have been cast onto my bed, like Mari Kondo says I should do, or consuming every single binge-worthy series available on Netflix, I’m working — a lot.

For some people, the removal of that barrier between home and office has gotten so bad that they’ve stopped saying working from home and are now saying living at work.

I think it has a nice ring to it, although I’ve been a remote employee for a couple of years now and love living at work. Personally, I’ve engaged with a ton of ads upselling the obscene amount of shopping I’ve done to retrofit my home office and make it the perfect live-at-work-in-comfort-but-stand-more-often office as I put my restaurant budget to better use.

Yes, that’s a word.

That’s why it made complete sense when I saw, last Thursday, that the latest Global Advertising Trends report from WARC Data stated that brands will spend $58.5 billion, an increase of about 18%, on e-commerce advertising this year in response to the boom in online shopping.

What does this e-commerce spend growth mean?

This report comes amid a global decline in overall advertising expenditure of about 8.1%, or $49.6 billion, as COVID-19 continues to re-shape where customers spend their hard earned live-at-work earnings.

In other words, the impact is not being felt equally across the media landscape – the explosive growth in e-commerce has drawn brands to shoppable media. Whereas buyers used to make more in-person purchases, now the vast majority of purchases are being made remotely and online, due to the pandemic.

🔎 Related: View all coronavirus digital sales and marketing insights

(True story: The first time I saw WARC, I, of course, had to look it up and had a difficult time finding what it stands for until I saw it stands for World Advertising Research Center. It was either that or World Alliance Of Reformed Churches and, while they’re probably very informed and inspired about what’s going on in the advertising world, my money’s on the former.)

So, this is just another factor pushing advertisers into the digital space — this time by force — to look for customers. In the online space, however, the qualitative data surrounding their prospects is much much richer than, say, television, which relies mostly on general demographics and super reduced inventory of possible interests.

🔎 Related: 72 features every e-commerce website must have

The advent of search engine optimization (SEO) is predicated on the idea that targeting a customer actively searching for a product or service like yours is worth way more than planting the seed of your product or service during a TV commercial break, for example.

As you can see in the video below, ad spending has been completely re-shaped in recent years — and it is only going to continue morphing as customers move away from traditional ways of consuming both entertainment and physical goods.

WARC-Global advertising spend 1980-2020

How can your company capitalize on this trend?

As more and more of the world’s population has a taste of what it’s like to open their front door to a mound of prepared food, groceries, nonperishables, electronics… you name it, the purchasing of goods online is only going to continue to increase — a total of $183 billion this year alone, according to WARC.

That’s billion with a “b”, folks.

I’d say it’s the right time to have a good look at your current ad spending to see if there’s an opportunity to diversify and put a little bit of your own advertising dollars into e-commerce platforms like Amazon, Walmart, or Google.

🔎 Related: Shopify COVID-19 surge tells complex story of businesses adapting

If your company sells physical products, like the most amazing live-at-work-in-comfort-but-stand-more-often desk, you may already be supplementing your e-commerce efforts with some targeted ads naturally, but this time I mean it: there’s no time like the present.

That said, If your company is still relying solely on traditional mediums like radio, television, or direct mail for your advertising needs, you might be truly surprised at how much you’ll save by moving some of your budget. Furthermore, you’ll be delighted at the data that’s available to really track your ROI and make the most informed decision about where to spend your advertising dollars.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
The tools, education, and community you
need to master They Ask, You Answer.
Check it out
The tools, education, and community you need to master They Ask, You Answer.