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
Why angel investor Matthew Ball still believes in the metaverse
Matthew Ball’s 2022 book “The Metaverse: And How It Will Revolutionize Everything” was a national bestseller in the U.S. and U.K. On July 23, he plans to publish the second edition of the book.
Marketing Briefing: Why sustainability is ‘not a priority’ for marketers right now
Anecdotally, there have been noticeably fewer requests from marketers on ways to market sustainability efforts in recent months, according to agency execs, who say that requests had been commonplace in the late 2010s and early 2020s.
Clients want agencies to deliver industry expertise, agility and empathy, new research finds
With a number of businesses run by millennials and Gen Z, marketers are seeking not just a vendor when working with agencies – but a true collaborator. This seems to be especially true in the case of B2B marketing when they are on both the consumer and buying sides.