Imakethe ye-Retail Media iyaqhubeka nokukhula ngokushesha e-Brazil, kodwa ukuqonda kwayo kusazungezwe imibono eminingi eyiphutha. Sisanda kwenza inhlolovo yangaphakathi nochwepheshe -RelevanC ukuze sihlonze futhi sixazulule izinganekwane eziyinhloko ezizungezile le ngxenye. Izimpendulo beziveza: uchwepheshe ngamunye ulethe imininingwane ebalulekile esiza ekucaciseni amandla angempela aleli su, osekuvele kuguqule ukuthengisa. Bheka izinganekwane esizoziqeda:
Konke kwehlela ku-ROAS
" ukuthi yonke into ifinyelela ku-ROAS ikhawulela amandla emikhankaso, indiva ukuqonda kwabathengi kanye namamethrikhi abalulekile njengokutholwa komthengi omusha kanye nenani lempilo yonke, isibonelo. Imidiya Yokuthengisa idlula imiphumela esheshayo; isu elinamandla lokunwetshwa kwemakethe, ukwethembeka, nokukhula kwesikhathi eside," kuchaza u-Rafael Schettini, Inhloko Yedatha & I-AdOps kwa-RelevanC.
Leli phuzu libalulekile kunoma ubani ofuna ngempela ukusebenzisa i-Retail Media ngokugcwele emandleni ayo. Ngokunciphisa amamethrikhi nokuhlaziya ngokukhethekile imbuyiselo esheshayo ekuchithweni kwezindleko zokukhangisa (i-ROAS), idatha enamasu amaningi njengokutholwa kwamakhasimende amasha kanye nenani lekhasimende lesikhathi eside (inani lesikhathi eside) ayinakwa. Uma kwenziwa kahle, i-Retail Media ikuvumela ukuthi wakhe isisekelo esiqinile samakhasimende amasha futhi uqhube amasu okwethembeka, okunikela kakhulu ekukhuleni okuqhubekayo kwemikhiqizo, hhayi nje imiphumela esheshayo.
Idijithali akuyona ukuphela kokugxila
I-Retail Media ayigcini nje ngedijithali. "Kubathengisi abaningi abasebenzisa izitini nokuchofoza, ukuthengiselana kwenzeka ezitolo ezibonakalayo, futhi ikhono lokuxhuma okuvelayo ku-inthanethi nokuguqulwa okuku-inthanethi nokungaxhunyiwe ku-inthanethi yikhona okusihlukanisayo kule makethe yemidiya yokudayisa echumayo," kusho uLuciane Luza, Umhlaziyi Omkhulu we-AdOps kwa-RelevanC.
Lokhu kuyiqiniso elibalulekile emakethe yethu: ukuthengwa okuningi kwezitolo kusenzeka ezitolo ezibonakalayo. Umehluko wamasu weRetail Media ulele ekhonweni layo lokuhlanganisa le mihlaba emibili—yedijithali neyomzimba. Amabhrendi nabathengisi kufanele baqonde ukuthi i-Retail Media ayigcini kwedijithali, kodwa ithuthukisa ukusebenza komzimba ngokuhlanganiswa kwedatha nemininingwane yokuziphatha etholwe ezinkundleni zedijithali, okuvumela ukuqonda okujulile nokuphelele ngokwengeziwe kokuziphatha kokuthenga kwabathengi.
Ukutshalwa kwezimali ku-Retail Media kuvela ezikhwameni ze-Trade Marketing
"Eqinisweni, i-Retail Media idlula umkhakha wezohwebo. Ukwenziwa okuningi kwenziwa ngaphandle kwesizinda (imidiya yohlelo, ukusebenza kwenkundla yezokuxhumana, i-CTV), ukufinyelela kubathengi abangaphandle kwendawo yokudayisa. Isabelomali esivela ezindaweni ze-Branding, Performance, Marketing, kanye neMedia nazo zidinga ukufakwa, njengoba i-Retail Media iletha imiphumela kukho kokubili ukuqwashisa nokuguqulwa. Imikhiqizo emisha emisha edala nesabelomali emisha ye-Media iyashintsha ngokuqondile. kanye nokukhushulwa komkhiqizo kulo mkhakha omusha," kuchaza u-Amanda Passos, Umxhumanisi Wedatha kwa-RelevanC.
Iminyaka eminingi, i-Retail Media ibibonwa kuphela njengokuvela kwe-Trade Marketing. Kodwa-ke, le ndlela ibonakala isiphelelwe yisikhathi uma iqhathaniswa nokufinyelela kanye nemiphumela elethwa abezindaba abathengisa namuhla.
I-Retail Media idinga umbono onamasu futhi odidiyelwe owedlula uhwebo, ukuhlanganisa ndawonye izinsiza ezivela emikhakheni ye-Branding, Performance Marketing, Communications, and Media. Abakhangisi abakhulu sebevele babonile ukuthi isabelomali esizinikele seRetail Media siwutshalomali olunamasu ekuqwashiseni, ekuguquleni nasekuqiniseni umkhiqizo, okukhombisa ukuthi lesi sinqumo singakanani ngempela.
I-Retail Media iyithrafikhi nje nokubonakala
"I-Retail Media ayigcini nje ngokukhuphula ukubonakala kodwa ithonya ngokuqondile izinqumo zokuthenga zabathengi ngesikhathi esibalulekile. Ngokubeka amasu izikhangiso ezinkundleni zokuthengisa, imikhiqizo ingafinyelela kubathengi uma kungenzeka ukuthi bathenge, okwandisa kakhulu amanani okuguqulwa. Lelisu livumela ama-brand ukuthi axhumane nabathengi kuzo zonke izigaba ze-funnel yokuthengisa, kusukela ekuqwashiseni kuya kwisinqumo sokugcina sokuthenga se- AccountC u-Brulevan Cioletti.
Iqiniso liwukuthi i-Retail Media ingaphezu kwethuluzi lokubonakala. Kuyisu elikwazi ukuba nomthelela ngokuqondile ezinqumweni zabathengi ngesikhathi esibaluleke kakhulu: ukuthenga.
Ukubeka kahle izikhangiso, ukufinyelela kubathengi esimweni esifanele nesikhathi, kunomthelela omkhulu ekuguquleni. Ngaphezu kwalokho, i-Retail Media inikezela ngemininingwane egcwele kuyo yonke ifaneli yokuthengisa, kusukela ekuqwashiseni umkhiqizo kuya esinqumweni sokugcina sokuthenga, okuyenza ibe ithuluzi elinamandla lokuqinisekisa imiphumela ephathekayo kuzo zonke izigaba zohambo lomthengi.
I-Retail Media ingeyokuthengisa ngokushesha kuphela
"Nakuba amandla okuguqulwa kwe-Retail Media angenye yamandla ayo amakhulu, ukukhawulela leli qhinga ekuthengisweni kwesikhashana kuphela kuyiphutha. Uma kuhlelwe kahle, i-Retail Media iphinde ibe negalelo ekwakhiweni komkhiqizo, ukwanda kokuqwashisa, nokwenyuka kokwethembeka kwamakhasimende. Ivumela ama-brand ukuthi alondoloze ukuba khona okungaguquki kulo lonke uhambo lwamakhasimende, hhayi nje esigabeni sokugcina sesinqumo sokuthenga, " kuchaza uCaroline Relevan, i-VPC yaseBrazil.
Le nganekwane ingenye evame kakhulu—futhi ekhawulela kakhulu umbono wamabhrendi wamandla e-Retail Media. Ngempela, ikhono layo lokuba nomthelela kubathengi lapho kuthengwa khona alingabazeki. Nokho, lo mthelela udlulela ngalé kokuthengiswa kwamanje. Ngokugcina ubukhona obuqhubekayo nobufanele kuzo zombili izindawo zokuthengisa zedijithali nezomzimba, amabhrendi akha ubudlelwano obuhlala njalo futhi andise ukukhumbula kwawo emiqondweni yabathengi.
Imidiya yokudayisa esetshenziswe kahle ihlanganisa imikhankaso yokuqwashisa, ukucabangela, kanye nokwethembeka, ibe yimpahla yamasu yokusheshisa ukuthengisa kanye nokugcina ukukhula komkhiqizo wesikhathi eside. Ukuvela komqondo womkhankaso: kusuka ezenzweni ezingazodwa kuya ekubeni khona njalo, okuhambisana nokuziphatha kwabathengi kulo lonke uhambo lokuthenga.
Amandla wangempela we-Retail Media
Lezi zinganekwane, kanye nokuchithwa kwazo ngokulandelana kochwepheshe bethu, kubonisa ukuthi i-Retail Media ihamba ngaphezu kwalokho abaningi abasakukholelwa. Le nqubo ayilona nje ithuluzi lemiphumela esheshayo, isu ledijithali kuphela, noma omunye umugqa wokutshala imali ngaphakathi kwe-Trade Marketing. Ngaphezu kwakho konke, isiyalo samasu esihlanganisa idijithali nesomzimba, esihlanganisa izindawo ezihlukene zokumaketha, sibe nomthelela ezinqumweni zokuthenga ngezikhathi ezibucayi, futhi sikhiqize imiphumela eqhubekayo esikhathini eside.
Kumabhrendi nabathengisi abafuna ukuzulazula ngempumelelo kulesi simo sezwe esishintshayo, badinga ukunqoba le mibono ekhawulelayo futhi bamukele amandla eqiniso Wezindaba Zokuthengisa. Kulapho kuphela lapho bezokwazi khona ukuqinisekisa imiphumela ebambekayo nehlala njalo, beletha okuhlangenwe nakho okuphelele nokungaguquguquki kumakhasimende abo nakubathengi.
