Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
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
Ad Tech Briefing: Google’s AI-reckoning
Google’s Q3 earnings reveal AI Mode’s impact on search advertising growth, plus ongoing diminishing returns from ad tech.
Agency execs call for retail media to be holistically considered beyond the lower funnel
At DMBS, agency leaders explained why retail media offers new opportunities to harness closed-loop measurement in a way that benefits both upper- and lower-funnel marketing efforts.
Can ad tech’s server-side shift save it from Apple and Google?
Digiday’s executive editor of news Seb Joseph and senior ad tech reporter Ronan Shields joined the Digiday Podcast to hash out ad tech’s Game of Thrones amid the server-side shift.