E-commerce: Emerging Trends to Act On

* The broadening of online marketing science: “Online marketing is quickly becoming a fragmented discipline that one person can’t do (alone),” Herrati stated. He noted the importance of appointing or training specialists in various disciplines, such as search engine optimization, search engine marketing, Web design and online merchandising. For companies with multiple brands, he pointed out that IAC’s strategy is to appoint different specialists within each company branch, and engage in regular cross-company knowledge sharing.