DIGITAL RETAIL MARKETING AND ITS COMPLEXITY

More data – more personalization in different ad formats

 

In our previous article we gave some insight on the topic of what makes digital marketing more complex for retail compared to other sectors. In the following article we share more information on how we can handle the complexity of retail marketing with the help of digital formats.

Personalization is one of the biggest advantages that digital marketing has to offer. The complexity with personalization is that it requires structured data that is usually not available to the retailer in a suitable form for digital use. That’s why they often fall back on one “highlight” offer of the week, which is advertised across all stores nationwide. Also, with digital we can follow which products the different age/gender groups are interested in and then show them that type of product on the specific platform they are used to spending their time on.

For example, it is important to know where we can reach the younger audience – like TikTok and Instagram. And not only the platform is important but also the ad placement within the format. There is no doubt the video is the star when talking about formats in 2023. In 2023, online video is expected to account for 82.5% of all web traffic, making it the most popular type of content on the internet. 

Instagram Reels

 

Stories

Not to mention the fastest growing platform the content of which consists only of video where not only ads but also organic placements can be very successful in reach – TikTok:

Even though we must include the video content in our marketing strategy we can’t neglect the other formats – when talking about retail we have the amazing opportunity to reach people on different platforms not only connected to making a purchase but also initiating the thought of a purchase. For example, Offerista’s solutions for Push Notifications, where we reach users in popular retail platforms or brochure distribution in different types of apps and platforms (like apps for coupons and loyalty cards, platforms for recipes, lifestyle, etc.) allow for ad placement in front of the user in the exact moment the thought of purchase enters their head – while choosing a recipe for dinner and wondering what products they need for making it or while looking for a tempting coupon offer for their next purchase. 

Large-scale display ads also shouldn’t be neglected as a high-reach format. They offer big visibility and can be very successful but the placement is crucial – pick a platform that will present your ad to the right audience. 

Whatever format you want to try – the ones we mentioned above or other, Offerista is here to help. We will not only consult you on what types of ad formats are best for your goal and business, but also run the campaign for you, optimize it and follow the results. Don’t hesitate to reach out!

    Политика за поверителност