The digital media landscape continues to evolve. Retailers of all sizes are forming plans to activate consumer shopping data off-property and scale their media networks.
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To do this, marketers in retail need a clear path to trackable performance. Comscore’s Marketing Impact solutions help them do just that. Powered by the Comscore Multi-Platform audience data, these solutions deliver on the promise of scaled data activation.
Digital Marketing
Digital marketing is a collection of online advertising tactics designed to help businesses achieve their goals. It includes strategies such as search engine optimization (SEO), social media marketing (SMM) and pay-per-click (PPC) advertising. Digital marketing for retailers can also encompass email and mobile marketing. Digital media solutions for digital media publishers provide a third-party measurement of desktop and mobile audience reach and engagement. It empowers retailer marketers to unlock in-depth behavioral insights by performing on-demand custom analyses and searches across our expansive desktop and portable panels.
Social Media Marketing (SMM)
Social media marketing uses online tools to engage with potential customers. This includes free platforms like Facebook, Twitter, Instagram, YouTube, Threads, and TikTok, and paid ads on these sites that can be highly targeted to specific audiences with detailed demographic and behavioral data. It can boost brand awareness and recognition, drive website traffic, increase store or restaurant visits and generate direct sales.
In addition to providing an enormous opportunity for new customer acquisition, social media can also be a powerful tool for delivering better customer service. It provides an avenue to respond to customer questions and complaints in real time, addressing concerns promptly and helping to ensure that customers have a positive experience with your company. This can help maintain and even increase customer loyalty. However, it is important to be aware that negative feedback can be posted publicly and could damage a business’s reputation. Having a plan for handling this in advance is essential for your overall retail digital marketing and media strategy.
Search Engine Optimization (SEO)
Search engines are a primary way that people discover content online. The higher up a site is on a search engine results page (SERP), the more traffic it will receive from searchers.
A comprehensive SEO strategy involves several components. These include optimizing website and web page content, conducting keyword research, and establishing inbound links.
Knowing the inner workings of search engine algorithms can also help businesses optimize their sites for better visibility. Search algorithms employ intricate mathematical equations to decide which websites and web pages should be displayed in search results.
Although the exact details of how a webpage is evaluated remain secret, everyone should follow some basic best practices. For example, Google encourages site owners to create content useful to their audience to rank well. This is why it is important to pay attention to user feedback and reviews and to keep in mind that the needs of consumers are constantly changing.
Pay-Per-Click (PPC) Marketing
PPC is a great way to generate leads and increase brand awareness. It is also one of the most measurable and trackable types of digital marketing. However, before you start a campaign, you should carefully consider your budget and what goals you are looking to achieve.
PPC ads are displayed on search engines, social media platforms and other web pages. SEM advertisements are usually triggered by keywords related to the promoted product or service. Advertisers pay a fixed or bid-based price for each click on their ad.
Having the right keywords and arranging them into well-organized campaigns, ad groups, and landing pages is essential to the success of any PPC campaign. If these elements aren’t properly implemented, ad spending can waste money, as the return on investment is low. Also, ad campaigns can become stale over time, leading to a drop in performance. Hence, it is important to analyze and optimize your campaign regularly.
Retail Media Done Right
Retailers have a much more competitive and uphill battle now than in previous decades. Retail stores must utilize these digital marketing channels to survive and thrive in today's market.