What does your company do differently to attract and retain more consumers? Achieve this goal, in a highly competitive market, it can be a big stone in the shoe of every entrepreneur. But, there are strategies that are standing out and proving to be highly beneficial in this regard, how Retail Media. Your retail marketing focus can elevate, significantly, the increasing conversion of leads and increase in productivity, but it must be very well planned to achieve this end
In its definition, this marketing strategy refers to the act of using marketplaces and retail brands, mainly your websites, as a venue for brand or product presentation, this should be done through sponsored ads within the search results page, banners in product categories or, even, ads on the home page. In this sense, each retailer will determine the amount charged for advertising, which will also use its database to perform ad segmentation, so that they are directed towards a specific target audience
According to a survey conducted by Enext in partnership with Newtail, 79% of the companies that contributed their data on the topic are already investing in Retail Media, recognizing the model as a strong trend within the field of advertising and marketing. AND, there are plenty of reasons that justify such growth of this movement
From a legal point of view, with the creation of the General Data Protection Law (GDPL), the way digital marketing collected its data to understand consumer behavior through their browsing histories became quite complicated. There was a significant impact in the field of paid media, that was used to having various consumer data in a more "easy and practical" way, what changed with the enactment of the Law
To assist them in this compliance without compromising data collection and analysis, Retail Media began to stand out for presenting first-party data (information collected directly on the site), besides functioning as a filter, once the person on a retail website demonstrates, clearly, interest in any product
Along with that, we also had a strong change in consumer habits when shopping online, which has been widely felt in recent years. In practice, instead of searching for the desired products in the general search engine, many started to prefer accessing the official websites of the brands for this selection. This was proven in a study by PowerReviews, which brought the access data of users to some of the main platforms in the market for this purpose: Amazon (50%), Google (31.5%), retail or brand websites (14%), analysis sites (2%) and social networks (2%)
If we analyze, yet, the increase in ad values within Google and Meta, greater competition in the use of keywords in search engines, opt for investment in advertising on retail platforms and marketplaces that, naturally, they hold a strong brand presence in people's minds, as well as a very optimized logistics, can bring better results in visibility and competitive prominence
To further encourage the field of marketing and advertising to make use of its available spaces, the holders of these platforms even create tools that enable continuous analysis of campaigns, checking data that is also presented on other platforms like Google Ads and Meta Ads
All of this makes Retail Media increasingly invested in the market and, in fact, a strategic option for achieving better results, following the movement of consumers in seeking the desired products directly on their brand websites. Those who bet on this action, they will certainly tend to harvest ripe fruits to sell more and more
