Let’s talk shop: Search masterclass for retail advertisers
In 2014, Black Friday’s related queries in the UK went up by 400%. This is not mere statistics but it represents the pace at which the online retail landscape is rapidly evolving. This is also echoed in the Adobe Digital Index report: ‘Holiday Shopping In Europe Gets Mobile, With UK, Ireland Most Advanced’.
As the distinction between online and offline is blurring, digital marketing is becoming borderless. By 2017 digital media in UK will influence nearly $1.8 trillion in retail sales, more than 60% of total sales.
Brands are therefore increasingly challenged to create the perfect marketing mix to reach the right customers at the right time on multiple devices with relevant content, all while maintaining an efficient ROAS.
But what are those challenges and how should that reflect into your marketing strategy? These are the areas we will be focusing on during the session “Let’s talk shop: Search masterclass for retail advertisers” at Adobe Summit EMEA 2015:
Ensuring the right reach
Like the philosophical dilemma teaches us “If a tree falls in a forest and no one is around to hear it, does it make a sound?”, similarly what happens if you have a great ad but not an audience to receive it?
Ensuring the right reach is a key to succeed and achieve a strong return on your investment. But it’s not just that. Audiences can access your content from multiple devices, experience needs to be tailored and products need to be available to be advertised and ready for delivery. How do you take all into account when you advertise your products?
Managing spend efficiently
“Money is a tool that can take you wherever you wish, but it will not replace you as the driver” [Ayn Rand – Russian Philosopher]. So once you have identified who your target is and you know your budget, the next question to answer is how do you steer your strategy to reach your ROI targets? How do you split your spend efficiently across tens of business units, millions of keywords, hundreds of SKUs?
Fine tuning strategies
Finally, when implementing your plans you will need to maintain some flexibility to make constant adjustments. Fine tuning strategies are the icing on the cake and a fundamental part of your marketing strategy. How do you respond to competitors and react to sudden market changes?
If you want to find out how Adobe Media Optimizer provides retail advertisers with the ability to deal with these challenges through advanced optimization techniques, come along to our “Search masterclass for retail advertisers” session at the Adobe Summit. Within this session you will hear from one of the biggest retailers in the UK, House of Fraser, who will be sharing their story on how the use of Adobe Media Optimizer enabled them to ensure unprecedented success during their biggest promotional event.