Retail marketing has been heavily impacted by the presence of social media, and other advances in the digital space. An infographic from MediaMath provides five trends every marketer should be aware of going into the holiday season.
- Digital to influence the majority of in store sales. This year 64 percent of retail sales will be influenced by the digital space by the end of 2015, and 78 percent of digital shoppers research purchases online before making in store purchases. Integrating online and offline campaigns, and using multi-touch attribution can help ease the transition for customers.
- Mobile is now the majority of digital ad spending. 51.5 percent of all digital ad spending in the retail space this year will be targeted for mobile, and the spend is predicted to be $6.65 billion. With 67 percent of shoppers shopping across multiple devices, it’s imperative to create a good user experience across all platforms.
- Direct publisher deals going programmatic. Spending on private marketplace (PMP) ad solutions grew 381 percent in 2015. Despite this growth, only 14 percent of retail digital display ads are served through such a solution. PMP marketing provides opportunities to market in a brand safe, guaranteed, and viewable way throughout your campaigns.
- Material part of digital ad spend in 2015. Video is rapidly becoming the most engaging marketing tool online. 29 percent of the digital display spend in retail will be for video advertising, and ad execs believe that the ability to target video content is the “most valuable digital advertising feature for their clients.” When video is so ubiquitous, and targeting so powerful, it would be wise to invest in the space.
- Closed-loop attribution is the next logical step. 15 to 20 percent of retailers are using multi-touch attribution vendors, and a further 20 to 25 percent are in active discussions with such providers. It seems that marketing convergence could be the way forward for marketers as it provides greater control over the message, and the atmosphere where the ads are served.
For more information view the infographic below.