Brands should not use e-commerce benchmarks to measure the return on their investment in digital, says L2 founder Scott Galloway. Instead, they should consider how digital channels impact overall sales. For example, mobile commerce will be a $30 billion industry in 2017, but mobile will influence $750 billion of in-store sales. Galloway says the results of great digital investments are recognized in-store, and therefore brands should ask themselves how would they invest in digital knowing it would affect their entire business.
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