Kelly Downey, VP, Strategic Growth Channels, Unilever, John Saguto, VP, Pet Specialty Group, Nestle Purina, and Erin Nelson, CMO, Bazaarvoice, shared their insights around the future of e-commerce during a panel discussion at Nielsen’s Consumer 360 conference. The panel, moderated by Fortune’s Adam Lashinsky, covered a range of topics including the power of discussion and social sharing, the importance of being “consumer-centric,” and the power digital has on e-commerce conversion rates.
The panelists agreed that the big challenge in the social space is trying to understand which social platform to use and which categories of consumers. Erin Nelson encouraged marketers to use social media to gain psychographics and behavioral insights, but cautioned them against focusing on one type of social media channel. “Any given channel might be incredibly right or wrong for your brand. Each of these platforms can serve a very different purpose,” Nelson said.
