With the advent of shopping related media in the ad market today, it’s no
surprise that many people have a hard time defining the right
expectations for performance from their retail publishing partners.
Not long ago, it was unheard of for a brand or agency to be
purchasing digital media on a retailer’s website. However, with the
amount of cross-channel shopping that consumers are doing, and with the
amount of influence that websites have on in-store purchases, it’s no
longer something brand advertisers can ignore.
Check out this incredible graph below. Don’t worry, I can’t read it either, but what’s important is what the underlying data tells us.
RichRelevance data guru Josh Lemaitre pulled this information together and was kind enough to explain the results. The graph represents two category-leading nappy brands and their respective browsing patterns over a month on a large multichannel retailer.
As hardworking e-commerce marketers, you might measure
success using ROI, Customer Acquisition Rate, Net Profit, and so on.
However, while these
tactics are essential to the growth of any successful company, they don’t tackle
the ultimate objective: managing campaigns to maximise customer lifetime value
For most brands that buy media across the web, it’s
clear that display advertising is one of the fastest-growing areas of the online ad ecosystem.
But what matters
most to advertisers when choosing which websites for their ad campaigns?
or brand managers will say that the bottom line is whether or not a website
helps sell more product. The end goal is to move product. Period.
Facebook and Twitter have become powerful marketing tools for many brands. But where there are tremendous opportunities, there can also be serious risks.
I’ve watched with fascination as an increasing number of companies invest in social media marketing without pausing to think through the outcomes of this approach. This post reviews four good reasons why you should pause for thought as you embark on your own social strategy.