Jonathan Fraser is co-founder and chief strategy officer at full-service agency Trouble Maker. We ask him about his day-to-day role, the digital and advertising trends of the moment, and his favourite ad campaigns of recent times. Econsultancy: Tell me about your role… What does a typical day look like for you? Jonathan Fraser: My day […]
Part of Econsultancy’s bundle of Email Marketing Best Practice Guides, this report discusses the role of segmentation and personalisation in email marketing. It covers the different approaches, examines the use of machine learning and generative AI in automation, and looks at the impact of data privacy challenges.
Amidst rapid change in marketing and ecommerce, this checklist of recommendations offers a practical approach to digital skills development.
Retail media is currently seeing a perfect storm of growth, catalysed by the need for retailers to improve profit margins, growing complexity in customer journeys and evolving shopping behaviour with a greater emphasis on digital channels, in addition to the pressure on brands to continuously increase sales, often in low-growth environments. There are multiple reasons […]
Retail media looks set for a bright future, with rapid growth predicted and an increasing number of brands and retailers creating an expanding and ever more sophisticated ecosystem. There will likely be some key areas for brands to pay attention to that are inherent within this growth. Growing maturity and integration As retail media becomes […]
Clear objectives are the foundation of any successful strategy, and these must be supported by an established hierarchy of measures and metrics in order to track and optimise performance. This chapter looks at aligning goals and KPIs, the closed-loop model of attribution inherent in retail media, and appropriate measures across the customer journey. Taking a […]
In order to maximise the impact of retail media campaigns, an omnichannel approach is essential. This enables campaigns, activity and customer experiences to be joined up across a brand’s channels, and for the most appropriate ad formats to be selected to reach customers at the right points in the customer journey. Omnichannel retail media In the […]
Developing an effective retail media strategy is key to success in this emerging space. First, brands must understand the current context and potential barriers to implementation in terms of technology integration and inter-departmental ownership. Second, brands must follow a clear strategic process that begins with analysis and progresses through to defining objectives and selecting the […]
From raising awareness to driving conversions and nurturing loyalty, retail media can help marketers deliver objectives across the funnel. Crucially, it also provides access to retailer first-party data which can be harnessed for insights in several key ways. This chapter looks at how retail media works. The role in the customer journey Retail media is […]
As the retail media landscape expands, brands are faced with a growing number of networks to choose from. This chapter outlines the different network types and provides an example of each one to demonstrate how each option works. There is a rapidly growing number of retail media networks available to marketers, which can be broadly […]
Stratton spoke at the Festival of Marketing about the impact of Sky’s marketing training program on happiness, engagement and effectiveness.
Retail media is a rapidly growing branch of digital advertising, enabling brands to reach customers as they shop and granting access to valuable first-party data. This chapter looks at the drivers behind the growth of retail media and explains the opportunity it presents to brands. Defining retail media In its broadest sense, retail media relates […]