Now that we’re past the pandemic-fuelled breakneck growth of the past few years, it looks like 2022 is going to go down as the Year of the Ecommerce Catch-22, e.g. big online growth is not equal to big margins. Skyrocketing online sales have gone hand-in-hand with rising costs. Now, retailers must recognize a hard truth: Digital growth is not enough – only profitable digital growth will create value. In this session, McKinsey & Company Partner Steve Hoffman will share his groundbreaking research on how to solve the paradox of growth and profitability in ecommerce.

Marketers are planning on spending in excess of $15 billion on Influencer campaigns this year, not because it’s trendy but because the investment has become a crucial piece of the marketing mix. Creative brand campaigns that involve creators can have a tremendous impact on a company’s growth trajectory. Yet because it’s changing all so fast, it’s no wonder most marketers aren’t getting as much out of their Influencer Marketing investments as they can. For one, most view Influencer as solely an awareness-building tactic as opposed to a vehicle that can also drive measurable performance outcomes. Another misstep? Brands are not fully leveraging their creator content across the channels beyond social where it can continue to drive performance – Paid Social, Streaming, Shoppable Media – to name a few. And last, measurement. Namely, quantifying how your integrated campaigns are working in service altogether and not relying on vanity metrics to gauge success. Join this session to get a beat on how your brand can connect to the right creators as well as how to integrate your influencer investments throughout the entire funnel and across all channels while making sure you’re measuring the performance of all of it.