A Brave New Retail World
According to Total Retail Report, "...Google changed its sitelink extensions policy, officially allowing brands to link product ads to select store pages they don’t own, starting with Amazon.com and Best Buy." Why is this event such a milestone in the digital marketing? Well, there's several reasons. First, brands can now more efficiently guide customers to the point of purchase. Second, we all know that search remains the largest and as many deem the most effective part of the "digital pie". With this change, brands are now empowered to have an true, end-to-end digital marketing strategy. Third, Google is now positioning itself alongside Facebook and Bing who both have allowed direct linking for quite some time.
This is a transformational time in e-commerce. Brands can now sell direct to consumer while leveraging technology to create even more efficiencies. Brands are now more in tune with what works and what doesn't work than ever before. This evolution on the digital marketing front is so critically important for brands to follow and be aware of because terrific product insights can be gained... profits potentially gained.
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