Best Practices for Marketing Campaigns on Retail Media Networks
As summer starts to wind down, and those days of beach vacations and backyard barbecues start to evolve into fall routines, it becomes very critical that your marketing efforts don't get dull.
Retail Media Networks (RMNs) are the perfect opportunity to leverage these remaining shopping days this season. To keep your end-of-summer campaigns afloat and not fizzled out, here are some of the top trends and best practices to effectively leverage RMNs.
Why RMNs Are a Must-Have for Summer Advertising Campaigns
Retail Media Networks are advertising channels owned and operated by retailers themselves, allowing brands to run targeted ad campaigns on websites and mobile apps. RMNs use first-party data to efficiently target ads to shoppers when they are in buying mode, making them a highly effective marketing strategy, especially during periods of time when consumer spending is higher; such as the summer.
Identify Summer-Specific Trends
Use content marketing to illustrate summer-specific trends with past data showing which products perform well during the summer season. Tools like Google Trends provide valuable insights into rising searches related to summer activities and events.
Example: A sunglasses brand could run a "Road Trip Ready" advertising campaign, featuring its products alongside other summer travel essentials.
Engaging Visuals:
It’s all about summery and vivid visuals that pop out of screens: azure skies, golden sand, the saturated colors of fresh produce. To take your visual content a step further, consider Harnessing Programmatic Video Ads for Effective Commerce Media Campaigns, which explains how programmatic video ads can boost consumer engagement through dynamic and creative content.
Personalized Experience with Real-Time Conditions
Tailor your marketing efforts by personalizing content based on real-time conditions. A cold ice cream brand, for example, could run different creatives depending on the local weather forecast—refreshing flavors on hot days and comforting ones on cooler days.
Leverage First-Party Data
Leverage first-party data for campaign personalization that can speak to your audience's individual needs this summertime. Understanding First-Party Data and Its Role in Your Commerce Media Strategy delves deeper into how first-party data can optimize your campaigns, ensuring you reach the right audience with the most relevant content.
Example: A skincare brand might target customers who previously purchased sunscreen by running after-sun care ads to those users based on their past behavior.
Budget Wisely
Conduct A/B testing to determine which ad formats and placements work best for your audience. Mid-campaign, reallocate your budget based on real-time data showing which marketing strategies are performing best.
Timing
Launch your advertising campaign early and maintain a consistent presence throughout the season to maximize your return on investment (ROI).
Interactive Ads
Integrate interactive elements like shopping videos, 360-degree product views, and augmented reality (AR) try-ons to create a personalized experience that brings your ads to life.
User-Generated Content
Encourage potential customers to share photos with your products as they enjoy the summer sun. This approach builds social proof and a community around your brand.
Real-Time Monitoring
Keep a close eye on your marketing strategies, optimizing your campaigns based on real-time data. Adjust targeting, messaging, and ad placement as needed to maximize performance.
Performance Alerts
Set up alerts on key performance indicators so you can quickly respond to changes and keep your campaigns running smoothly.
Shoppable Posts
Use shoppable posts on social media platforms to make it easy for users to buy your products directly from your posts.
Example: A fashion brand could leverage Instagram's shopping options to tag products and sell them instantly. Similarly, a swimsuit brand could use Instagram's latest in-built shopping features to promote its all-new summer collection.
Location-Based Ads
Deliver ads based on the user’s current location to promote relevant products and offers.
Example: A local amusement park could run targeted ads to local families within a specific radius, offering summer special discount offers.
Enhance Customer Experience
Ensure that your ads provide a seamless integration from browsing to buying, minimizing friction points and maximizing shopping convenience.
Example: RMNs could be utilized by an electronics retailer to allow customers to quickly access their website, check availability, read customer reviews, and use comparison tools while in-store to make informed purchase decisions.
Run Special Summer Promotions
Create urgency around summer-focused deals and promotions.
Example: A beauty brand could sell a "summer look" through a limited edition summer kit that’s only available during the season.
Optimized for Mobile
Make sure your ad experiences are optimized for mobile users, as shoppers are likely to be on the go this summer, using mobile apps to browse and buy.
Responsive Design
Ensure your content looks great and functions smoothly on every screen, including physical stores with interactive displays.
Case Study: Making Waves with Summer Campaigns
Campaign: Partnered with a major grocery retailer to promote their new line of fruit-infused sparkling waters.
Strategy: The retailer leveraged first-party data to identify health-conscious shoppers and targeted its ads to them. They created a series of summer ads featuring colorful images of the products at picnics and beach trips.
Engagement: Customers were encouraged to post images that could be used in future ads.
Adjustment: As they monitored the campaign in real-time, they found that the peach flavor was outperforming other flavors. They quickly reoriented their copy and images to focus more on the peach flavor.
Outcome: Sales were up nearly 30% from the previous summer, with peach being the most popular flavor.
Create a Killer Summer Campaign on RMNs with These Marketing Strategies:
- Utilize Seasonal Insights: Tailor your messaging to reflect seasonal activities and behaviors.
- Drive Engagement with Creative: Use color-rich, story-rich visuals with interactive elements.
- Leverage First-Party Data: Infuse your creative with personalization for razor-sharp targeting.
- Maximize Ad Spend ROAS: Continuously test and optimize your budget to improve return on ad spend (ROAS).
- Create Interactivity: Encourage user contribution and interaction with calls to action and shopping carts.
- Monitor and Adjust: Keep an eye on performance indicators and be prepared to make changes.
- Utilize Influencer Collaborations: Increase credibility and reach through influencer partnerships.
- Incorporate Social Commerce: Make your posts shoppable.
- Utilize Geo-Targeting: Deliver location-based ads for relevant promotions.
- Enhance Customer Experience: Ensure a smooth transition from browsing to buying.
- Run Summer-Only Promotions: Create urgency with time-limited offers.
- Optimize for Mobile: Make sure your ads and landing pages are mobile-friendly for on-the-go shoppers.
FAQs
Q: When should I start planning my summer RMN campaign?
A: Start planning 5-6 months in advance to gather performance history, trends, and creative assets. When the New Year starts, you should have identified and planned for your key summer campaigns and initiatives.
Q: How can I ensure my ads stand out in a crowded marketplace this summer?
A: Use unique, attention-grabbing images with emotive storytelling, add interactive elements, and leverage user-generated content.
Q: What key metrics should I focus on to assess my summer RMN campaign's success?
A: Focus on metrics like click-through rate, conversion rate, return on ad spend, and overall sales lift. Also, track brand awareness metrics like search volume and social media mentions.
Q: What makes Retail Media Networks different from other advertising platforms?
A: RMNs are retailer-owned advertising platforms that allow brands to advertise directly on retailer sites/apps, using first-party data for highly effective targeting. Summer represents a peak shopping season, offering unique opportunities for holiday sales, outdoor events, and back-to-school shopping. RMNs help brands reach shoppers who are already in a buying mindset.
