What does your company do differently to attract and retain more and more customers? Reaching this goal in a highly competitive market can be a major obstacle for any entrepreneur. However, there are strategies that are standing out and proving to be highly beneficial in this regard, such as Retail Media. Your retail marketing focus can significantly increase lead conversion and productivity growth, but it must be very well planned to achieve this goal.
In its definition, this marketing strategy refers to the act of using marketplaces and retail brands, mainly their websites, as a place to showcase the brand or products, whether through sponsored ads within search results pages, banners in product categories, or even ads on the homepage. In this regard, each retailer will determine the amount charged for advertising, which will also use their database to segment the ads, so that they are directed to a specific target audience.
According to a survey conducted by Enext in partnership with Newtail, 79% of the companies that contributed their data on the topic are already investing in Retail Media, recognizing the model as a strong trend within the advertising and marketing sector. And there are no shortage of reasons justifying such growth of this movement.
From a legal perspective, with the creation of the General Data Protection Law (LGPD), the way digital marketing collected data to understand consumer behavior through their browsing histories has become quite complicated. There was a significant impact in the paid media sector, which was used to having various consumer data in a more "easy and practical" way, which changed with the enactment of the Law.
To help them with this compliance without compromising data collection and analysis, Retail Media began to stand out by presenting first-party data (information collected directly on the website), in addition to functioning as a filter, since the person on a retail website clearly demonstrates interest in a product.
Along with that, we also experienced a significant change in consumer habits when making online purchases, which has been widely felt in recent years. In practice, instead of searching for desired products on the general search engine, many have started to prefer accessing the official websites of the brands for this selection. This was confirmed in a PowerReviews study, which provided data on user access to some of the main platforms in the market for this purpose: Amazon (50%), Google (31.5%), retail or brand websites (14%), review sites (2%), and social media (2%).
If we also analyze the increase in advertising values within Google and Meta, greater competition in the use of keywords in search engines, opting to invest in advertising on retailer and marketplace platforms that, naturally, have great brand strength in people's consciousness, as well as highly optimized logistics, can bring better results in visibility and competitive prominence.
To further encourage the marketing and advertising field to use the spaces provided, the owners of these platforms even create tools that enable continuous analysis of campaigns, checking data that is also presented on other platforms such as Google Ads and Meta Ads.
All of this has led Retail Media to become widely invested in the market and, in fact, a strategic option for achieving better results, following the movement of consumers in seeking their desired products directly on their brands' websites. Those who bet on this action will surely tend to reap ripe fruits to sell more and more.
