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ADVANTAGE: CONSUMER EYE Issue 3
SOCIAL COMMERCE
Through the lens of the consumer, this series will delve deeper into the issues, debates, and
predictions of GroupM Services’ ADVANTAGE series, which invites industry experts to share
their perspectives of media, data, and technology. We invite everyone to join the discussion on
some of the macro level issues facing marketing today and how we can collectively “Make
Advertising Work Better for People”.
1 SOCIAL COMMERCE
In this edition, we look back on our recent ADVANTAGE video series covering the rise, role,
and future of social commerce. While industry experts are unequivocal on the growth of
social commerce, we look through the lens of the consumer to investigate key talking points
on how social commerce can “Make Advertising Work Better for People”. We look at CLICK TO
ACCESS RESOURCES
this from three perspectives:
INTEGRATING EXECUTING NURTURING
SOCIAL SOCIAL SOCIAL
COMMERCE COMMERCE COMMERCE
1 : INTEGRATING SOCIAL COMMERCE
In the ADVANTAGE videos, the speakers illuminated the unique opportunities that social commerce delivers in
expanding existing e-commerce capabilities and replicating certain physical commerce experiences. These
advantages appear clearly when we observe from a consumer perspective, in particular, social commerces
strengths in discovery and bridging the online gap to receiving purchase advice. Whi
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