Wal-Mart Believes Enough in Digital Marketing to Change Business Plan

If you have been following the news recently, you have likely read something in your local newspaper about the ongoing battle between retail giants Wal-Mart and Amazon.  Both are fixtures in everyday life for much of the population of the country, and yet they serve very different niches commercially.  Amazon is typically held as the king of online retailers while Wal-Mart is (debatably) king of the retail superstore. The big kerfuffle is over Wal-Mart’s plans to break into the sphere of online and digital marketing; earlier this week the New York Times ran a piece about Wal-Mart’s recent hires and developments in their infrastructure as they prepare to make this leap.  This will place them in direct competition with Amazon as they both try to capture more of the ever growing digital sales market. On the surface, this is just another conflict between two large retail companies, but for the shrewd observer there are some important lessons to take away regarding the future of marketing and sales in general.  What is perhaps most interesting about this confrontation from a marketing perspective is that is clearly demonstrates that the big money knows that online retailing is the way of the future.  …