As consumers jump instantaneously from channel to channel and device to device, retail marketers are tasked with understanding consumers’ individual habits and creating consistent and relevant experiences for each of them. The need for personalization and proliferation of digital shopping channels has influenced marketers to shift media dollars to programmatic marketing, however many are still struggling to advance their marketing strategies.
Addressing this challenge, MediaMath and eTail, surveyed more than 115 retail marketers and developed a white paper to explore how programmatic marketing enables brands to influence consumer journeys across digital channels to drive business outcomes.
To download the white paper, click here.
“The growth within the programmatic industry is a direct result of the need for real-time, hyper-targeted media buys, at scale,” said Edwin Lee, Vice President of Retail, MediaMath. “As consumers turn to digital devices to make purchases, it’s more vital than ever before for the retail industry to focus on the customer journey providing the right content to the right audience at the right time. I expect the adoption of programmatic within the retail industry to accelerate exponentially.”
Through research findings, real-world experiences, and use cases, readers will learn the value of programmatic for real-time iteration of campaigns, data segmentation, and optimization of customer journeys. Additionally, the white paper shares insights into some of the most common goals supported by programmatic and the return that marketers have seen from their programmatic campaigns.
A few key findings from the white paper include:
- Programmatic driving business outcomes. While improving brand awareness and media ROI were the top business goals retailers are supporting with programmatic, 85% of respondents said that programmatic helps them drive better overall business outcomes.
- Using programmatic across the complete path to purchase. Almost a third of retail brands are utilizing programmatic for the complete path to purchase, from customer acquisition to cross-sells and engagement opportunities for existing customers.
- Customer targeting. Retailers that have implemented programmatic across multiple media channels are 10% more likely to dynamically target using 1st and 3rd party data than those that are not.
MediaMath is a global technology company that is leading the movement to revolutionize traditional marketing and drive transformative results for marketers through its TerminalOne Marketing Operating System™. A pioneer in the industry introducing the first Demand-Side Platform (DSP) with the company’s founding in 2007, MediaMath is the only organization of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the enterprise. T1 activates data, automates execution, and optimizes interactions across all addressable media, delivering superior performance, transparency, and control to all marketers and better, more individualized experiences for consumers. MediaMath, which has experienced triple-digit year-over-year growth since inception, has a seasoned management team leading 15 global locations across five continents. Key clients include every major agency holding company, operating agencies, and top brands across many industries.
Learn more at MediaMath.com.
About The eTail Conference:
eTail is the event for eCommerce and multi-channel retail innovators. Launched in 1999, eTail is the premier online and multi-channel retail conference dedicated to supporting the growth of the retail industry by facilitating high-level networking opportunities and providing leading industry knowledge. Every year, eTail brings together 1000+ senior-level eCommerce and marketing professionals from across the industry, including but not limited to; Apparel, Accessories, Sporting Goods, Beauty, Consumer Electronics, Hard and Soft Goods, Home Furnishings, Books, Music, Luxury, Travel, Office Products, Department Stores and more to find solutions for their top challenges. If you are interested in quality interactions, content that is specific to your business needs, and networking with your peers, attending eTail is the best investment you can make. Guaranteed.
Learn more at eTailEast.wbresearch.com
About The Author: MediaMath
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