As a brand in the marketing world, especially one without its own direct-to-consumer (D2C) platform, it can be daunting to jump on the e-commerce bandwagon. This is even more pronounced when the conversation becomes about measurable impact. Most media offerings currently cater predominantly to D2C platforms, pure-play or omnichannel. This means brands without owned merchant centres must look for alternative methods to drive their e-commerce agenda. What brands can sometimes fail to account for is their owned platforms, which can serve as the perfect blend of first-party data (1PD) collection and purchase conversion via search-based media efforts. We will be looking at two such platforms in t
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