Connect with execs from Axios, The New York Times, Paramount and more.
Most retailers make retargeting a part of their marketing strategy, but too much of a focus on it can lead to a myopic concentration on monetizing current traffic while ignoring competition and other factors. At last month’s Digiday Retail Summit, Brian Stone of Adroit Digital discussed five steps that can help companies of all sizes grow their retail businesses in the age of Amazon:
- Start with the right audience data (both first- and third-party).
- Segment in a way that’s meaningful for your product line.
- Design unique creative messages for each of your unique types of users.
- Build a cross-channel media strategy where you’re most likely to engage and convert those users to your site.
- Develop powerful analytics and actionable insights that will help ongoing development your marketing.
It is particularly in the last step that Adroit Digital strives to bring things to the next level by building custom predictive models for retailers to boost growth through smarter marketing.
See the full video of his talk below:
More from Digiday
D+ Research: Marketers hesitate to adopt AI for influencer and CTV marketing
Advertisers embrace AI for social media and retail media marketing, but are slower to adopt AI for influencer and CTV marketing.
Media Briefing: Declared ‘good bots,’ mixed-use crawlers, gray scrapers – how AI accesses publisher content
The Cloudflare’s latest AI settings reshape how compliant crawlers behave, yet the biggest leakage for publisher content remains a gray scraping economy that doesn’t bother to play by those rules.
OpenAI set to expand ads to France, Germany and Ireland
The ads solutions vacancies in those markets signify that OpenAI will have achieved a presence in every major global advertising region within less than a year.