As the media landscape evolves and new marketing formats enter the fray, tried-and-true methods of benchmarking may not be as reliable. No matter which new path you’re about to tread, deciding which marketing benchmarks to use and how best to measure them will be instrumental in ensuring successful campaigns.
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.
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.
Shoppers use social media for inspiration, and Google for research and product comparisons; sometimes, it’s a product description page. In every case, UGC helps increase brand and product visibility wherever shoppers are searching. It boosts SEO in a multitude of ways. Here are some tips to help you leverage it effectively.
The stratospheric growth in TikTok’s 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.
There are a few branding truths that never go out of style when building a new brand story. The identity of your company and the experience you are providing for your customers and potential customers have never been more important in today’s competitive markets. To help you succeed, here are the top 5 truths about branding.
Martech in 2022 was reflective of the growing emphasis on customer centricity. This year is all about striking a balance between continued optimization of brand equity, a consistent focus on customer experience and a conscious evolution of engagement.
By dialing up loyalty strategies, subscription-based businesses can foster strong customer bonds as they ride out unpredictable fluctuations, creating an infrastructure where commerce and loyalty converge. Here are 5 takeaways marketers can employ to drive retention and scale while creating powerful brand experiences that drive stickiness.
With the new privacy era and the slow-but-certain abolishment of persistent identifiers, marketers have to figure out how to drive retargeting conversions. In 2023, the key to retargeting and hitting your KPIs still lies in brands’ first-party, user-level data – but not in the way you think it does.