Navigating the Evolving Landscape of E-Commerce and Shopper Marketing

In the rapidly changing world of e-commerce and shopper marketing, staying ahead of the curve is essential. In a recent Generation Influence podcast episode, Laura Gustafson, Senior Director Connected Commerce at Elanco, provided key insights and perspectives on this evolving landscape.

The Power of Retail Media

Retail media is an incredibly valuable tool for brands to engage with consumers at various touchpoints along their shopping journey. Retail media platforms offer opportunities to reach a broader audience and amplify the impact of traditional marketing efforts.

Laura stressed the importance of utilizing retail media to its fullest potential by integrating it seamlessly with other marketing strategies.

The Role of Influencers

Influencer and retail marketing are industries that, when combined in the right way, can produce some incredible collaborative results.  Laura's expertise was invaluable here as she's experienced in both fields.  Also, her current role at Elanco has inspired her to look at influencer marketing from the lens of the animal health industry, provided a unique perspective. 

The 'Figureoutable' Mindset

Laura's famous quote, "In e-commerce, everything is figureoutable," encapsulates her optimistic yet determined approach to problem-solving. Despite the complexities and challenges in the industry, Laura remains committed to finding solutions and driving innovation. 

Part of that mindset is realizing where the industry is going and how to best combine the best parts of different types of media into all-encompassing, optimized marketing programs.  Three focus points being:

  • Balancing eCommerce and Offline Shopping
  • Incorporating influencers for scaling creative content
  • Repurposing that content to create a full-funnel connection

Laura envisions a future where data can be seamlessly connected, empowering brands to optimize campaigns and better influence consumer behavior.  If you haven't checked out the episode yet, be sure to do so and let us know your thoughts.