The strategic brief is focused on the importance of innovation in the global e-commerce community. It highlights the disruptive impact of large, global e-commerce platforms like Amazon, Alibaba, and eBay on the retail marketplace. These platforms are focused on content, context, and enhancing the buyer's journey, rather than just products and pricing. The brief also notes the changing shopping habits of consumers, who expect seamless access, integration, and personalized engagement. It emphasizes the need for marketing leaders to make smarter, more informed decisions in this rapidly changing digital landscape.
