About twenty years ago, I attended a marketing conference that left a lasting impression on me. A senior executive, speaking with confidence, presented a beautifully designed slide and declared, “Half of my advertising is wasted. The problem is, I don’t know which half.”

At that time, I was a confident digital marketer. During a break, I approached him and said, “I know exactly which half is wasted because I’m in digital.” Little did I know how wrong I was.

It wasn’t until a decade later, after managing countless campaigns for my e-commerce clients, that I realized the truth. What I was doing wasn’t really advertising—it was selling. And in e-commerce, the distinction between sales and advertising is critical.

The E-commerce Conundrum: Selling or Advertising?

Running an e-commerce business requires a clear understanding of where your marketing efforts are focused. Are you driving direct sales, or are you working to build brand awareness? Early in my career, I often confused the two. I ran campaigns thinking they were for brand-building, but in reality, they were focused on immediate sales.