Ogilvy & Mather’s executive director reckons not-for-profit organisations don’t necessarily need massive budgets to reach broad audiences. They just need to be smart when it comes to using digital channels.
While e-commerce only contributes a small percentage of sales to the overall revenue of the retail industry, Ogilvy managing director Paul Manning argues the influence of digital can’t be emphasised enough. With shoppable content, personalisation and real-time customer service becoming increasingly common, digital touchpoints often serve as important links to the final purchase—and this is only set to become more prominent as the industry evolves.