Joanna Gueller’s Post

Despite its potential benefits, some brands are hesitant to fully embrace retail media due to operational challenges and concerns about data control. However, these brands risk missing out on valuable opportunities. To succeed, marketers need to shift their mindset and incorporate commerce at the start of the planning process 🛍️ Learn more about how retail media is reshaping the traditional marketing funnel from Mindshare's NA CEO, Nancy Hall: https://loom.ly/Qil6dnQ

Retail media spending in the US is accelerating—growing nine times faster than traditional point-of-sale shopper marketing. For brands, this means strategic shifts, as more than half of the retail media budget is incremental rather than reallocated. Explore Bain's latest research in partnership with ROI Rocket on the "voice of the retail media customer" and how retail media networks can refine their strategies to capitalize on this growth. https://atbain.co/4hF8FnH

🎙 Catch up on the latest episode of Inside Retail.

Despite its potential benefits, some brands are hesitant to fully embrace retail media due to operational challenges and concerns about data control. However, these brands risk missing out on valuable opportunities. To succeed, marketers need to shift their mindset and incorporate commerce at the start of the planning process 🛍️ Learn more about how retail media is reshaping the traditional marketing funnel from Mindshare's NA CEO, Nancy Hall: https://lnkd.in/ewCZc_56

Despite its potential benefits, some brands are hesitant to fully embrace retail media due to operational challenges and concerns about data control. However, these brands risk missing out on valuable opportunities. To succeed, marketers need to shift their mindset and incorporate commerce at the start of the planning process 🛍️ Learn more about how retail media is reshaping the traditional marketing funnel from Mindshare's US CEO, Nancy Hall: https://lnkd.in/eQYiV97A

Despite its potential benefits, some brands are hesitant to fully embrace retail media due to operational challenges and concerns about data control. However, these brands risk missing out on valuable opportunities. To succeed, marketers need to shift their mindset and incorporate commerce at the start of the planning process 🛍️ Learn more about how retail media is reshaping the traditional marketing funnel from Mindshare's US CEO, Nancy Hall: https://loom.ly/Qil6dnQ

It's not just gifts, it's a general shopping season This holiday season, let's rethink the traditional marketing playbook. Instead of focusing solely on the immediate gratification of gifts, let's shift our campaigns to 𝐚𝐢𝐦 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐟𝐮𝐭𝐮𝐫𝐞. As retailers and marketers, we've long relied on third-party data and cookies to understand our customers. But with the changing and challenging landscape of privacy regulations, it's time to adopt a more sustainable and future-proof approach: 𝐟𝐢𝐫𝐬𝐭-𝐩𝐚𝐫𝐭𝐲 𝐝𝐚𝐭𝐚. Building direct relationships with our customers is a must if we want to gather valuable insights related to their preferences, behaviors, and aspirations. This first-party data allow us to create personalized experiences that impact positively on customers to guide our long-lasting loyalty building objectives. Remember, consumers are more willing than ever to share their data when they feel valued and respected. Good products, an excellent service, and experiences, will build the trust and engagement that will position us in what our French fellows refer with "cherche le créneau". In a time when disruption is impacting even at local levels, let's focus our efforts to strengthen our market position and protect both our brands and consumers data, so that we can create campaigns that not only drive immediate sales but also cultivate lasting relationships with our customers. #cmo #branding #leadership

Curious about the latest trends shaping #GenZ and how brands can effectively tap into their preferences? Check out our recent #LinkedInLive session, where industry experts from Heineken, Imagen Insights, and dentsu came together to dissect the nuances of Gen Z consumer behavior spotlighted in our recent report The Pace of Progress: Gen Z Edition. Watch it here: https://lnkd.in/eh9r3rdb #MediaTrends2024

Ever wonder how #brands are navigating these challenging times? So are we at Fordham Gabelli School of Business and the International Advertising Association North America. Please take just 5 minutes to complete this survey which will help to inform #research, #theory and #marketing practice.

Continuing the countdown of Kantar North America's top 10 highlights of 2024, coming in at number 9: The North America Creative Effectiveness Awards 🏆 Our winners revealed four key themes for great advertising: 1. Retaining viewers in a consumer-controlled environment 2. Driving emotional involvement to influence memories 3. Building long and short-term predisposition for brand growth 4. Elevating for channel context Understanding these principles is essential, with Kantar research showing that creative quality is the single biggest driver of growth in brand impact, driving 49% of impact across campaigns. Learn more about the findings here: https://lnkd.in/gGEwY6Gg And check back tomorrow for number eight in our year-end countdown!