I had a healthy debate with an agency friend this past week about the growth potential of omnichannel retail media networks. He asked: “Should we be investing meaningfully in retail media outside of Amazon considering the small size of its peers? Right now, a lot of brands are spending sub-50 basis points into retail ads outside […]
Tag: Retail Media
Topics Covered: April 18, 20223 studies worth unpackingLeaving out retail mediaInterpreting ROAS trendsFragmenting digital ad marketBalancing training with doingAMC is the marketer’s secret weaponAndy Jassy’s letter to shareholdersAmazon marketplace platform riskCreator platform riskBeReal is the next app – get ready marketers!Albertson’s comments on retail media
10-minute read TL;DR: AMC is a marketer’s secret weapon, helping them understand the roll Amazon can play from a customer acquisition and media channel perspective. It is under-adopted because it’s a complex analytical tool, that has been poorly marketed, and its name means people categorize it as relevant only for the Amazon business. However, early adopters […]
Topics Covered: April 11, 2022Fundamentals before metaverseAgency selectionBrand retail media networksUnilever updates CMO titleUpdate for Amazon NAMsInstacart statsKroger & Bed Bath 🤔$100B SheinSustainability/retention ideaUnique in-store experienceCase study: L’Oreal on TikTok
The fact that every retailer is rolling out a media network to help improve profitability got the wheels turning. What if we took the current retail playbook of launching a media network and applied it to DTC brands?
Topics Covered: April 4, 20228 reasons shopper marketing teams are stressedBuilding a unified media strategyReddit & Prime overlapMarketplace control solutions are knownKroger Precision Marketing welcomes new partnersUS brands aren’t doing livestreaming rightMore eGrocery turbulence – Gopuff cutting staff!
We have a big problem: CPG brands have underinvested in shopper marketing teams. These teams are charged with understanding the consumer and getting them to convert. Available options were previously constrained within the four physical walls of a retailer – endcaps, coupons, signage, discounts, and so on were the tools of the trade for influencing market […]
CPG Case Study: Newly Created Role Aims to Drive Unified Marketing Strategy (Interview with Adam Fish)Article in Interviews
Building A Modern Media ApproachMost CPG companies are organized around a linear path to purchase.In this model, there are clearly defined segments of a shopper’s journey, moving from awareness to consideration to purchase and post-purchase.Brand teams focus on awareness, shopper teams focus on the lower funnel, and then eCommerce teams do, well, a little bit […]