Si sólo echa un vistazo a los oficios del marketing digital, probablemente ya habrá oído que los minoristas han pasado de limitarse a vender productos en línea y en la tienda a ofrecer programas de publicidad digital de servicio completo tanto en su sitio como fuera de él. Estas nuevas ofertas de medios se han vuelto aún más relevantes para los anunciantes con la rápida aceleración de las compras digitales provocada por COVID19. Hoy queremos presentar a la audiencia de People of Programmatic esta tendencia emergente en el marketing digital y cómo está afectando a los medios programáticos y a toda la experiencia del comercio.
What's different about retail media?
Las plataformas de medios de comunicación para minoristas tienen una capacidad única para ayudar a los anunciantes a llegar a los compradores cuando están comprando, y para utilizar sus datos de primera mano dentro de la plataforma para relacionarlos con las ventas.
"(Los medios de comunicación minoristas) son realmente una oportunidad para construir una relación con el comprador, para acercarse a ellos... donde están en la mentalidad del comprador, con su tarjeta de crédito en la mano"
- David Haase
Sean Cheyney adds that contained retail media platforms can give advertisers a level of trust and synchronicity that may not be available through other channels. One significant factor is the retailer’s access to first-party data, which can have benefits over publicly available data.
“A lot of that (public) data is modeled, and advertisers don’t have control over the age of the data,” says Cheyney. Executing a campaign through a retailer platform allows you to “tie it back with closed loop reporting … getting the proof that your campaign is working.”
"Somos partidarios de que el mejor indicador de la compra futura es también la compra pasada".
- David Haase
Should retailers share their data or keep it exclusive?
Recent announcements from organizations like Walmart and The Trade Desk describe partnerships where retailers are enabling agencies to purchase their first-party data in some circumstances. Is this a trend, where retailers want to have tightly coupled audience targeting on site, but also facilitate agency buying teams with first-party data and measurement?
“It becomes a matter of control and access,” says Sean Cheyney. “If you’re putting your data out there to be used, there still needs to be control over how that’s being used, otherwise you run the risk of devaluing your direct-to-brand retail media program.”
“There is a way to do both, you just have to make sure from a retail media perspective, you’re offering a lot more than what somebody can just simply access through the open web,” Cheyney says.
How should first party measurement be done?
Tim points out that there is a lot of variety in how retailers score their programs. Attribution windows vary widely, from 7 to 14 to 21 days, with some retailers using forensic models as well as other methods. With no industry standard to point to, how do advertisers ensure that the measurements they’re getting are indeed showing real value?
“The big key here is the level of transparency,” says Sean Cheyney. He points out that plenty of methods and metrics are valid as long as advertisers have visibility into how the measurements are calculated.
"Los halos de marca son estupendos siempre que sea transparente lo que se pone en esos informes".
- Sean Cheyney
How did the the Covid-19 crisis impact shopper and retailer behaviors?
Tim notes the dramatic rise of digital commerce during the pandemic, how quickly consumers adapted their shopping behaviors to the new circumstances, and how brands pivoted to accommodate the shift.
“Seventy-five percent of shoppers are now omni-platform shoppers, moving between buying online and shipping to their house, buying online and picking up in store, and going to a traditional retailer to shop,” Bagwell says. “How is retail going to change after vaccines have full distribution? Do you think there’s going to be some substantive changes to how people shop?”
"El punto de inflexión se forzó con COVID, y ahora hay gente que tiene el hábito. La duración de COVID creó más hábitos de compra, frente a comportamientos de compra fugaces".
- Sean Cheyney
"El comportamiento del consumidor ha cambiado, y creo que es más permanente de lo que sabemos".
- David Haase
“E-commerce now represents $900 billion – but the true number here is that it only represents 14.4% of total commerce. it’s still in its infancy,” said Haase, referring to this e-marketer report.
How are retailers relating to last-mile delivery services?
Last-mile delivery services like Instacart and Drizly gained incredible momentum with shoppers during the COVID-19 crisis, in a shift that might stick around well into the future. How have retailers been navigating this? Are they extending their integration into those services, or are they trying to create their own independent options? Which path benefits the retailer more? Is it more beneficial for them to access the millions of shoppers who use Instacart or to own the entire e-commerce experience with their customer?
David Haase suggests that retailers will increasingly try to own that last mile.
"Creo que eso es muy importante para el minorista. Conocen el poder de la omnicanalidad, conocen el poder de la última milla y la importancia de poseer la relación hasta la puerta con el cliente."
- David Haase
“I think it’s going to be important for retailers to also own their data and take control of that journey for the shopper,” he adds. “They want to make sure that from purchase to delivery, they see it through.”
