What is a Retail Media Network?

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The marketing and advertising industry is a fast-paced industry. With technology evolving rapidly, people have found it more convenient to do their shopping and other transactions online. With digital interactions overtaking in-person activities, this shift in people’s lifestyles means one thing for businesses — they need to pivot fast. Failure to do so can only lead to losing customers. Enter retail media networks. What is a Retail Media Network? With more and more people shopping online, retail media just makes sense. But what exactly is a retail media network? A retail media network is when retailers set up an advertising platform on their website, app, or other digital platforms within their network. This allows the store, and other brands, to advertise to customers on sites like CVS or Walgreens. It’s a form of in-store advertising in a digital format. Here’s an example from CVS’s homepage. Notice the “sponsored” tag in the bottom right corner — this isn’t just a product listing; it’s an ad from a face mask company right on CVS’s website. Ads on retail media networks can be displayed on many pages, including: The home page Category page Search page Product detail page This enables advertisers to reach shoppers at the various stages of their buyer journey. The reason retail media works so well is that shoppers are more receptive to ads when shopping than when they’re carrying out other non-shopping related activities. Pros and Cons of Retail Media Retail media is changing the way shoppers and brands interact. But is this new form of advertising and marketing a good thing or not? Well, let’s take a look at the pros and cons of retail media and find out. Pros of Retail Media We’ll start by looking at the advantages of retail media and breaking them down according to the players involved. For Retailers The most significant advantage of retail media for retailers is that it creates a new revenue stream. Advertising is big business, and a retail media network enables retailers to tap into this $560 billion industry . Profit margins on consumer packaged goods (CPG) have taken a tumble in the past few years. The revenue generated by retail media has been a lifeline for retailers looking to boost their profits. Retailers that leverage retail media have become the new media moguls, thanks to the rise of e-commerce. This has opened up a new world of …

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How to Run an Omnichannel E-Commerce Marketing Campaign

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Think back to the last time you made a big online purchase. If you’re like most consumers, there’s a good chance you interacted with the brand multiple times on different channels using different devices before you paid. The customer journey isn’t straightforward anymore (if it ever was). It’s a meandering path where customers visit brands on different platforms before converting. To successfully target and convert consumers across every channel and platform, you need a unified marketing strategy. That’s the crux of an omnichannel e-commerce marketing campaign. This article walks you through precisely what omnichannel e-commerce looks like, why it is crucial for e-commerce brands, and how you can create your own killer omnichannel e-commerce marketing campaign. What Is Omnichannel E-commerce? Omnichannel e-commerce is a marketing approach that creates a unified customer experience across multiple platforms. Specifically, omnichannel retailers deliver the same experience across every channel and create a seamless experience …

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The Ultimate Guide to Social Media for E-Commerce

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Social media for e-commerce has become a critical element in sales growth for many businesses. Using social media to boost your marketing offers many benefits to help build your business, so don’t wait to explore these valuable channels . Sprout Social reports that after following a brand on social media, consumers continue to engage in other ways. Ninety-one percent check out the brand’s website or app, 89 percent make a purchase, and 85 percent recommend the brand to someone they know. Let’s look at what you can do to promote your e-commerce business with social media and which tools and best practices you should use. 14 Steps for E-Commerce Companies to Find Success Using Social Media The more people integrate social media platforms into their daily routines, the more it makes sense to market to them here. Consumers spend almost two and a half hours per day on social media …

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Three ways merchants can leverage fintech to reach shoppers

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30-second summary: Transactional advertising focuses on reaching consumers at the point of sale, motivating an immediate action or interaction with a business. Transactional advertising has gone digital, presenting a huge opportunity for retailers to reach customers while they’re banking, actively shopping, or browsing for goods online or offline. Shoppers are becoming more reliant on fintech tools to conduct transactions, connect with businesses, and find the best deals. In this post, we’ll review three digital marketing opportunities for merchants which are tied to fintech solutions: card-linked offers, banking as an ad platform, and digital deal finding. Transactional advertising focuses on reaching consumers at the point of sale, motivating an immediate action or interaction with a business—not just online, but in stores with POS systems like Square and Stripe. Powered by fintech tools like Dosh and Cardlytics, transactional advertising has gone digital. This presents a huge opportunity for retailers to reach customers …

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How to Use Amazon Posts to Promote Your Products

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If you’re serious about digital marketing, you’ve likely spent thousands of dollars on testing, experimenting, and workshopping only to find that you simply aren’t reaching your target audience. That’s where Amazon Posts comes in. Amazon is doing more than just integrating social with online retail. Their Posts initiative reimagines what social media marketing could be, and it might just be the answer to some e-commerce sellers’ problems. What Are Amazon Posts? Amazon Posts is Amazon’s social media initiative designed to help shoppers find new products and engage with their favorite brands. Essentially, this is Amazon’s version of Instagram . Posts allow brands to create and promote product-related content, directly linking to specific product listings. All your posts will appear on your brand’s feed. Your content is visible to shoppers on product detail pages, related product feeds, and category-based feeds. Amazon is presenting brands and businesses with an opportunity to market …

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What is Geofencing Marketing?

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Imagine you’re walking in a mall and receive a Starbucks coupon on your smartphone. You look up to see a Starbucks shop. This scenario may encourage you to visit the outlet, learn about the promo, and use the coupon . With geofencing marketing, or location-based marketing, this convenient strategy turns into a reality. How can you leverage it? Let’s start by discussing the basics. What Is Geofencing Marketing, and How Is It Used? Geofencing lets businesses advertise to consumers within a specified geographic area. With technologies like GPS and radio frequency identifiers, marketers can specify a perimeter or boundary based on a real-world location. Then, they can create a virtual barrier or “geofence” in the area. As consumers enter the geofence, they’re sent location-based ads on their devices. Consider this geotargeted Uber ad for arriving tourists: Geotargeted ads may be useful when you want to: Boost foot traffic: Brands can …

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My 8 Best Local SEO Tips for the 2020 Holidays

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Posted by MiriamEllis   Image credit: DoSchu “No place like home for the holidays.” This will be the refrain for the majority of your customers as we reach 2020’s peak shopping season. I can’t think of another year in which it’s been more important for local businesses to plan and implement a seasonal marketing strategy extra early, to connect up with customers who will be traveling less and seeking ways to celebrate at home. Recently, it’s become trendy in multiple countries to try to capture the old Danish spirit of hygge , which the OED defines as: A quality of coziness and comfortable conviviality that engenders a feeling of contentment or well-being. While this sometimes-elusive state of being isn’t something you can buy direct from a store, and while some shoppers are still unfamiliar with hygge by name, many will be trying to create it at home this year. …

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How to Use First-Party Data for Ad Personalization

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Have you ever felt like someone was watching you online? Those shoes you just searched for on Amazon suddenly show up in ads on Facebook. Maybe you start seeing ads on YouTube for a resort you were researching for an upcoming vacation. The truth is, you are being watched. In fact, marketers have used cookies to track the actions of internet users for years—but that may soon change. Google announced they are ending the use of third-party cookies . As a result, most businesses will have to rely on first-party data for things like ad targeting. What does that mean for your marketing strategy? It might not be as bad as you think. Here’s what you need to know about first-party data and how to use it to create targeted paid ads. (Spoiler alert: It might actually be better for your PPC strategy in the long run!) What Is First-Party …

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How to Optimize Your Amazon Storefront

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980450_HowtoOptimizeYourAmazonStorefront_022521 Selling on Amazon can be incredibly profitable, but it’s also incredibly competitive. It’s important to take advantage of every bit of help Amazon offers. The first step to improve sales on Amazon is to get an Amazon Storefront. This gives your brand a customizable home on Amazon. It’s not enough just to have a storefront; you need to make sure it’s in good working order and designed with your customers in mind to maximize sales. Today, I’m going to show you how to do just that. We’ll cover: what an Amazon Storefront is why your business should create one how to create an Amazon Storefront how to optimize your Storefront to boost sales If you’re ready to get your store set up and start driving more sales on Amazon, then let’s get started. What is an Amazon Storefront? An Amazon Storefront is a small version of the Amazon website …

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Unified ID 2.0, ecommerce Shopper Experience: Thursday’s daily brief

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Marketing Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and it’s nice to know where everybody is headed. As you’ll see a little further down, the digital ad space may be headed toward several different standards for universal identifiers, and that is creating disruption — in the adtech space, and therefore for advertisers and marketers. But first, some more disruption — this is my first time visiting your inbox as part of the committed MarTech Today team. See, disruption doesn’t have to be catastrophic. It can be minor, and potentially seamless, thanks to the martech pros who’ve welcomed me. I’m obsessed with human behavior and how it can change when people encounter new …

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How automation solves the problem of product feed and retail ad management

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30-second summary: Channable is a global retail platform that enables digital marketers, brands, and online retailers to effectively automate and manage their online retail sales. Channable helps sell, advertise, market, and manage users’ retail products via tools that include product feed management, PPC automation and retail marketplace integration. Channable’s subscription-based solution starts at $39 a month for 500 items and three channels, with the ability to scale up from there. Channable solves two key problems for its clients: the platform manages product data feeds across multiple marketplaces and automates retail ad management and deployment. In 2021, Channable plans to invest in stabilizing and growing teams in established regions, with a particular focus on growth in the U.S. Channable is a global retail platform that enables digital marketers, brands, and online retailers to effectively automate and manage their online retail sales. The platform helps sell, advertise, market, and manage users’ retail …

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