Can ecommerce marketing campaigns really fail by something as mundane as failing to set the right objectives? Yes, they can, and sadly, they often do. Just as professional athletes cannot achieve a desired level of performance by simply starting to run and seeing how fast they can improve, ecommerce marketers need to unpack what drives success and apply their own build-backwards methodology.
Retail media has grown under a confluence of factors which make measurement very difficult. This is mainly because both the ad nd sale take place within walled gardens. But if poor performing campaigns can be identified quickly, and dollars reallocated, brands can generate significant incremental sales with the same working budget.Ā
A year after its launch, Gap Inc. has decided to exit its retail media and advertising business, in order to focus more time and investment on its B2B logistics services and custom apparel, as it faced competition from major retailers whose media networks held more appeal for brands.
The stratospheric growth in TikTokās user base has arguably been the biggest cultural shift in media consumption for the last decade. It’s no surprise then that brands have jumped at the advertising opportunity to drive traffic and sales. TikTok search ads, now in beta, represent a significant opportunity but require some strategic thinking.
Adtech provider Criteo has acquired Australian firm Brandcrush, expanding its media offerings to in-store ad inventory by providing a platform for automating various aspects of buying, selling, booking, placing, measuring and reporting on multimedia ad placements in physical locations. Terms of the deal were not disclosed.
The Department of Justice is again suing Google for alleged antitrust practices, this time over its dominance in ad technology, with the DOJ making the case that its market dominance over both the buy and sell side of the equation effectively muscles out competitors.
As inflation continues to impact retailers, the basket size of every shopper is critical to profitability. To attract the price-wary omnishopper, you must create a seamless, consistent cross-channel experience. Engaging and retaining them is incredibly valuable, but it takes finesse to understand who they are and how they shop.
The CPG industry is evolving faster than ever. Nearly everything about the category has changed, including the way brands develop and bring products to market. Also, inflation puts pressure on marketing budgets, loyalty is weakening and younger consumers have higher expectations and tend to be skeptical of advertising efforts.
Best Buy is the first retailer to leverage a new demand-side platform from Criteo that lets brands and agencies purchase ads across retail media networks in self-serve fashion, while also using retailerās first-party data to make programmatic buys on the open web as third-party cookies are being sunset.
Ad spend: should you really be thinking of cutting it in a recession (or near one)? Consider the contrarian route. Inflation is over 9% and consumer sentiment is falling for the first time since early 2020. Counterintuitively, these recessionary markers indicate itās actually the perfect time for ecommerce companies to step up advertising.