Relationship Goals: Find out what’s actually possible when Retail Media and Influencer Marketing come together to drive conversions across retailers.
Teaming up with influencers to improve your Retail Media success can include a host of tactics, including driving traffic to retail pages, strategically utilizing content, and leveraging live streaming capabilities. So we get it, knowing where to start can be daunting.
In this webinar, hear from our experts at Tinuiti to get prescriptive advice on successfully leveraging influencer Marketing for your Retail Media business.
Full-Funnel Ecommerce Budgeting & Media Planning At Every StageTinuiti
Eight in ten American shop online - Do you know what an ideal ecommerce investment allocation strategy looks like for your business? Budget allocation and digital advertising strategies vary widely by business maturity, type and stage. Let us help you establish your full-funnel ecommerce blueprint wherever your business stands.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages.
In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Aether is building a future of molecular manufacturing by designing molecular assemblers using proteins. Their proprietary platform can empirically test millions of protein-reaction combinations to build searchable indexes, enabling the identification of new reaction types. Aether has already identified protein leads for defluorination, antiviral manufacturing, and aramid polymerization. Their goal is to use these molecular assemblers to create novel product lines that address challenges like toxic forever chemicals in drinking water, developing new high-performance materials, and increasing domestic production of strategic metals. Aether is raising $49 million to deploy their first three product lines applying defluorination proteins, novel polymerases, and metal-binding proteins.
This document discusses how data storytelling can help brand strategists. It provides seven examples of how data insights can be used to tell stories: 1) when the arithmetic reveals a new answer, 2) when a magic number becomes a pivot, 3) when asking new questions of the data provides different answers, 4) when search reveals how people really feel, 5) how data can shed light on subjective questions, 6) patterns that emerge from aggregated data, and 7) seeing business data through a marketing lens. The document advocates that strategists shift from optimizing at the end to inspiring at the beginning with data, which is evidence of human behavior. It provides various data examples and sources to illustrate data storytelling techniques.
First Party Data plays a crucial role in protecting and evolving the publishing business model. Whether it's delivering more value to advertisers or directly monetizing your audience, first party data is the key catalyst. In this presentation, we'll show how email is foundational to first party data, both in terms of strategic context and as the technical glue for establishing audience identity and for data unification.
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023Tinuiti
We all know the Amazon landscape has changed vastly since 2020 – but has your strategy adapted accordingly? Because the old playbook won’t cut it anymore.
During this session, hear from Tinuiti’s Marketplaces expert and digital marketing forecasting agency, Stratably, to hear what 2023 will look like and the tactics you need to leverage so you don’t miss out on new sales and stay ahead of the curve.
Building a Foundational Tech Stack to Support Your First-Party Data StrategyTinuiti
D2C has led the way by building direct relationships with consumers, which has become essential across the retail landscape now that first-party data is king. In this 2-day virtual event, we discuss the emerging trends in 2021 and how brands can adapt their approach to meet ever-changing consumer expectations.
Mark Roberge is a Senior Lecturer with Harvard Business School, former CRO of Hubspot and author of bestseller "The Sales Acceleration Formula". Join him as he takes you through his step by step guide to revenue growth.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
Amazon Vendor Central Reporting 201: How to Uplevel Your Amazon StrategyTinuiti
This document provides an overview of how to utilize reporting tools in Amazon Vendor Central to improve Amazon operations and strategy. It discusses key reports like Sales Diagnostic, Net PPM, Traffic Diagnostic, Forecast and Inventory Planning, and Inventory Health that provide data on sales, profitability, traffic, demand forecasting, and inventory issues. The presentation emphasizes analyzing the data from these reports, gaining insights, and taking action to optimize pricing, inventory levels, product listings and more. Consumer behavior reports on search terms, repeat purchases, market baskets, and demographics are also covered to help understand customers and boost sales.
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
Lead Scoring: Aligning Marketing and Sales with Effective Lead Scoring Techniques - Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. This presentation explores this challenge and provides information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This informative session will teach you how to accelerate the sales cycle through automated lead scoring.
The document provides a guide to developing a successful digital marketing strategy. It outlines 5 key stages: 1) Research the battlefield by understanding your target audience and competitors, 2) Set goals by defining objectives and key performance indicators, 3) Plan the attack by differentiating your brand and deciding how to communicate to customers, 4) Gather your weapons by integrating your brand across marketing channels and platforms, 5) Review gains and losses by analyzing performance against objectives. The guide stresses the importance of an adaptive digital strategy to stay ahead in a shifting landscape.
Zero to 100 - Part 5: SaaS Business Model & MetricsDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Retail Media in the EU and What You Can Learn from Success and Failures in th...Elizabeth Marsten
Retail media allows retailers to monetize their digital real estate by selling advertising space to brands and advertisers. In the last 5 years, retail media has reached $30b USD in advertising revenue and is predicted to continue growing. In contrast, it took social media 11 years to reach $30B USD in advertising revenue and it took search 14 years. The wave of retail or commerce media has already hit the shores of the EU but it’s just getting started. The list of retailers fast mimicking with networks of their own in mold of Amazon is swelling – Tesco, Sainsbury’s, ASDA and Morrison’s in the UK to REWE, Lidl and Kaufland to name a few, have already launched and continue to innovate and are pushing to compete for marketing spend. In this session, Elisabeth, who is a regular contributor to AdWeek on retail media and works with media channels, such as Walmart, Target, Instacart, Kroger, Criteo Retail Media and more will go over the nuances of retail media, questions to ask, mistakes to avoid and how you can ride the wave instead of having it crash over you.
Scaling Growth Across Digital Grocery Marketplaces: A Conversation with Poppi...Tinuiti
In this session, we partnered with our client Poppi, a prebiotic soda brand, to explore what a winning strategy for scaling your digital grocery business looks like, considerations you should utilize across channels, and best practices for internal alignment that can lead to growth.
With increased competition across multiple channels, small to mid-sized retailers now more than ever must optimize every sale. Leveraging the right POS system can help retailers create distinct customer profiles with unique buyer preferences to increase sales and enable better customer service.
The Time for Execution in Retail Media Is Now: Priorities for 2022Tinuiti
In this session, we unpack two key concepts related to the expansion of DSPs using 1P retailer data. We'll also take a look at how brands can stand out in a retail media environment. (Spoiler - these two concepts are connected!)
What can start-ups do to accelerate their DTC strategyAdrian M Odgers
The document provides advice for startups on accelerating their direct-to-consumer strategies. It recommends that startups 1) have a clear vision, business strategy, and goals with key performance indicators, 2) put customers first by understanding their needs through research, and 3) take an iterative approach of testing, analyzing, evaluating, and optimizing to improve customer experience and conversion. It also emphasizes establishing a single source of customer data, focusing on retention, and doing a few strategic things well rather than many things adequately due to limited resources.
Premise is a global technology company that provides on-demand shopper insights through a network of local contributors. The presentation discussed how Premise offers visibility into the entire customer journey across channels through real-time data on the 4 P's of marketing. It highlighted case studies where Premise helped clients understand competitive landscapes, improve new product launches, and informed strategies in various markets. The presentation concluded by emphasizing how Premise delivers customized data and insights to support business decisions.
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
This document outlines a holistic marketing strategy for the fourth quarter (Q4). It recommends taking a strategic approach that focuses on amplifying the brand voice to target audiences through data-driven campaigns across the consumer journey. This includes creating awareness, consideration, acquisition, and driving growth. It also stresses the importance of integration, innovation, and brand storytelling. Specifically, it recommends integrating data across channels, leveraging emerging platforms, and using sequential creative tailored to audiences. It provides examples of how to activate audiences through various stages using paid search, display, social media, and landing page optimization. Cross-channel measurement is also highlighted as important for understanding performance.
In this webinar, we partnered with influencer marketing and social commerce hub Gen.Video to go beyond vanity metrics and brand awareness and discuss how to drive conversions and overall brand lift with your influencer strategy.
The biggest challenges in developing new products that expand brands and deepen customer engagement according to marketing professionals are:
1. Determining the right products to develop through thorough customer research and testing before launch.
2. Ensuring new products fit within the brand's niche without spreading resources too thin or conflicting with existing customers' perceptions of the brand.
3. Gaining buy-in from retail partners who may prefer focusing on existing lines over innovative new products.
What's next in B2B Marketing: Looking Beyond Inbound and ABMKarthik Nair
For every B2B marketer who ever wondered 'why should B2C marketers have all the fun?', the 2010’s had all the answers. We got to learn frameworks such as inbound, ABM, conversational marketing, talk triggers and had access to technologies that helped us achieve those goals.
So, what’s next? Evoking strong emotions among your users/prospects for your product is the future for B2B companies, and the Product Led Growth (PLG) framework, combined with building communities is how you get there. Marketers should look at adopting specific elements of PLG’s framework whether you sell to SMBs, Mid-market or Enterprise businesses. PLG will soon become a basic expectation, like Inbound became a few years ago.
At the heart of PLG is the approach of giving users the ability to easily experience the product before the paywall and equip them to appreciate the value in the trial period or trial version. While companies have begun finding their stride with successful sales-marketing alignment, the stakes how now increased, the future is going to be about sales-marketing-product alignment.
View this presentation for:
1. A quick introduction to PLG and how it will take you further along in the journey to higher personalization and higher organizational alignment
2. An approach to generating demand with traditional approaches, with some creative nuances, as you set yourself up for PLG
3. Build alignment with technology/product teams to structure data to move to PLG
4. A guide to building ‘tribes’ by connecting audiences with each other and with your company around theme of the problem you are solving for them
5. A recommended approach to structuring your team
6. Metrics you should track to measure performance
This document discusses the transformation of marketing roles to focus on revenue generation. It notes that roughly 50% of B2B marketers now have direct revenue accountability. Marketers are engaging prospects earlier in the buying process and staying involved through sales and after. As their role changes, marketers need new metrics to demonstrate business impact, moving from measuring activities to measuring revenue results. The document provides examples of key revenue metrics and outlines challenges in accurately calculating marketing ROI across the entire customer lifecycle. It emphasizes the importance of alignment between marketing, sales, finance, and IT to define common definitions, processes, and key performance indicators tied to revenue.
Launching Your Social Media Marketing Plan For Sustainable BrandsActionplanr
This document provides an outline for creating a social media marketing plan for sustainable brands. It begins by stating that social media is one piece of an overall marketing strategy and does not replace fundamental marketing practices. It then discusses questions around understanding your target audience and unique value proposition. The document outlines key local search statistics and location-based tools like Google Places and Yelp. It concludes by proposing a 5 step strategic social media marketing action plan of envisioning goals, planning, taking action, tracking results, and adapting the plan based on what is measured.
Getting Your Products on (and then off) the Shelf: Working with Brokers and C...Tinuiti
In this session, we’ve partnered with KMG Group, a vendor rep firm, to dive into data to look for when working with a new retailer and advertising strategies to put in place to attract consumers on specific retail platforms.
How to Drive Key KPIs Through your Lifecycle MarketingTinuiti
Email alone is not enough in your customer messaging strategy. Consumers don’t see channels. They see the brand and their relationship to it. So instead of messaging in silos, tackle your business goals with an integrated messaging approach that prioritizes the customer and provides a comprehensive and personalized communication journey.
The good news? We are evolving too. Join us, plus partners and experts across lifecycle marketing: marketing automation platform Klaviyo, conversion optimization platform Justuno, SMS marketing platform Postscript, email service provider Sailthru, and cross-channel marketing platform Iterable, – plus our client City Mattress – to learn everything about the cycle of activation, nurturing, loyalty and reactivation.
70% of marketers are not confident of their ability to deliver against their multichannel strategy. Are you one of them? Our latest research suggests that marketers are still struggling to react to new channels, devices and data with their current technology capability. View these slides to find out what are the top 5 challenges and how to beat them by integrating your website and marketing automation.
Verify Digital - Verified Lead GenerationMatthew King
Verified provides lead generation and verification services. They have a team of marketing experts who research target audiences and develop customized lead generation strategies. This includes creating media plans, landing pages, ads, and tracking results. They execute campaigns across multiple online channels and optimize for conversions. All leads are then verified through calls to confirm identity and intent. This process aims to provide quality leads and maximize return on investment for clients.
I have made this Presentation/Project (Project WeLike) during my course of PGDM in Marketing Management from Welingkar Institute of Management Development & Research. Do share your valuable opinions over this...
Similar to The New Power Couple: Retail Media & Influencer Drive Conversions (20)
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Signals have no where to go – but we found them a home. Let’s talk about it.
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The document outlines an agenda for a two-day commerce summit focused on retail and Amazon success. Day one will cover topics like bottom of funnel conversion strategies and finding new top of funnel opportunities. Day two focuses on Amazon specifically, with sessions on bottom of funnel conversion tactics for 2023, adapting strategies from 2020 for 2023, and mastering omnichannel display and video. The summit aims to provide brands with strategies and tactics for success through every part of the sales funnel.
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The document outlines an agenda for a two-day commerce summit. Day 1 focuses on retail and includes sessions on bottom of funnel conversion, finding the new top of funnel through various media channels, and driving middle funnel consideration through shoppable and display advertising. Day 2 focuses on Amazon and includes sessions on strategies for 2023, omnichannel display and video on Amazon, and driving external traffic to Amazon. The summit aims to provide strategies and insights for retail and commerce success across the entire customer journey.
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Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Tinuiti
If you’re looking to answer the most pressing question of 2023 – how can I more efficiently grow sales during Q1 with less budget? – then you won’t want to miss this session.
Join Tinuiti’s Commerce expert and Tinuiti client, organic food company, Nature’s Path, as they discuss effective ways to structure campaigns to drive conversions. The session will navigate the evolving channels in emerging marketplaces and how to stay on top.
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTTinuiti
Common perceptions are that buying streaming is too much for some ad budgets because of CPMs – however, our experts know that is not always the case.
Join our Tinuiti x Bliss Point Media expert, Rochell Rotenberg, as she walks through three ways to make media buying more efficient – in just 15 minutes.
5 Myths About Breaking Into the Streaming Space, DebunkedTinuiti
There’s something scarier out there than Bigfoot and the Boogeyman combined – and that’s the myths many marketers believe about Streaming advertising. But much like a blurry snapshot of a mysterious creature, these misconceptions quickly fall apart upon closer investigation.
Join Tinuiti x Bliss Point Media’s Streaming expert, Elisa Westman, as she breaks down the five most common myths about Streaming advertising so your brand can make a more informed investment decision.
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTinuiti
The holiday shopping frenzy has come to an end and it’s finally time to take a step back from your marketing strategy and enjoy some downtime, right? Wrong! ‘Tis the season to capitalize on holiday shoppers and convert them into loyal customers.
Join Tinuiti’s panel discussion as we sit down with experts from Movable Ink, a content personalization platform, Yotpo, eCommerce marketing platform, and Justuno, conversion marketing and analytics platform, to weigh in on how you can leverage different channels – and make connections between them – to retain shoppers post-holiday.
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2. Today’s Logistics
Katherine Bishop
Marketing Coordinator
Recording & slides will be in your inbox
shortly after the session
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
2
3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
3
6. What Thanksgiving side dish
would you cut from the menu?
● Yams/Sweet Potatoes
● Mashed Potatoes
● Green Bean Casserole
● Brussel Sprouts
● Other - let us know in the chat!
POLL
6
7. Has an influencer ever actually
caused you to buy or not buy
something?
● All the time
● It’s happened before
● I’ve never been influenced
POLL
7
9. The Why
Grin + Statista
We are continuing to see the
Influencer Marketing budgets grow -
both US and Globally.
We are also seeing massive success
with Influencers endorsing their
favorite products, regardless of where
they are sold, and consumers going to
purchase!
9
11. Finding The Sweet Spot
INFLUENCER
MARKETING
Leverage Influential to
encourage actions.
● Web Celebs
● Content Creators
● Social Media Stars
● Micro-Influencers
RETAIL
MEDIA
Activate customers to
purchase on retail websites.
● Amazon
● Walmart
● Instacart
● Target
● And more!
CROSSOVER
Utilize voices and the
content they create to
impact purchases.
11
13. How Do You Reach Outside the General Retailer Demo?
● eCommerce is generally 10% at the high end for
most brick and mortar retailers
● The most often used persona for a retailer
shopper is “Mom”
● How Gen Alpha will shop and their expectations
for experience will be vastly different from even
Gen X
13
14. Level Up with Shopper Behaviors
I want it
I need it I like it What is that?
14
16. Brick & Mortar US Retail Media Networks
Channel
Avg/Monthly
Uniques# Online
In Store/ Avg
Monthly
Visits
Loyalty
Program
SSP (SS) DSP (SS)
Influencer
Program
Same Day
Delivery
Stores Store in Store
Walmart 110m 960m Walmart+* private/API
The Trade
Desk
Creator Plus 4,742 -
Target 100m 56m Circle App Criteo Agnostic LTK/ Affiliate Shipt 1,931 Ulta, CVS
Kroger 30m 252m
Club card
Boost*
PromoteIQ Agnostic
Kroger
Instagram
Boost
Instacart
2,700
Bed, Bath &
Beyond
(online)
Albertsons 4.7m 120m
Albertsons for U
Fress Pass*
CitrusAd
The Trade
Desk
Influencer/
Affiliate
Fresh Pass 2,253 -
Best Buy 104m -
My Best Buy
Total Tech*
Criteo No
Influencer/
Affiliate
Instacart 1,036 -
Home Depot 183m 132m Pro Xtra PromoteIQ No Affiliate
Walmart
GoLocal*
2,300 -
Macy’s 180m 14.8m Star Rewards Criteo No Style Crew No 867 Toys R Us
Ulta 39m -
Ultimate
Rewards
Criteo No
Affiliate/
SuperGreat
DoorDash 2,690 Target
CVS 107m 135m
ExtraCare
Care Pass*
Criteo No Affiliate Instacart 9,809 Target
Walgreens 36m 168m myWalgreens Criteo
The Trade
Desk
Open AP
Affiliate Shipt Instacart 9,021 -
*fee based
SS = self service
Sources: direct from retailer, Statista, Numerator, SimilarWeb and retailer earnings call statements
16
18. Influencers Are Everywhere
Direct Agencies Platforms Retail Affiliate
● Directly with
Influencers
● Direct with
Influencer
agents
● Influencer
agencies
● PR firms
● Media
Agencies
● TikTok
Creator
Marketplace
● Instagram
Marketplace
● YouTube
Brand
Connect
● Amazon
Creators
● Walmart
Creators
● LTK
● Rakuten
● CJ
18
19. What Influencers Can Do For Retail
Drive Traffic to Retail
Leverage Influencers to drive traffic
(and ultimately sales) to retail sites
or product pages within retail.
Influencers can showcase product
benefits or use cases in their content
which could aid in the desire to
purchase!
Content Support
Licensing Influencer content to
repurpose through retail syndication
(brand stores, product pages, retail
ads).
Influencer content to supplement
branded content in these
environments to maximize budgets.
Live Streaming
Leverage these influential voices to
create live content in a Shoppable
environment.
This content could highlight specific
brands/products and encourage
real-time purchases.
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20. Screenshot
Screenshot
Screenshot
Drive To Retail Pages
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Creator content should always
have a strong CTA and the ability
for end customer to take action.
Why not have them drive to retail
sites if they are inspired to do
more research or even purchase?
Drive to eComm is no different
than driving to a DTC page or other
owned pages.
21. Conversion Content At
Scale
WHY THIS IS BENEFICIAL
● Content is hard, costly and time consuming to
create, so why not repurpose Influencer content
in Retail experiences for efficiencies.
● Content could be used in either owned pages or
through paid media.
● Influencer content is relatable and gives the end
consumer a feeling of trust and authenticity
which could aid in conversions.
THINGS TO REMEMBER
● Creative direction to be provided in Influencer
brief to ensure we get proper dimensions, type of
content, etc.
● Usage rights/lengths to be negotiated at
contracting (and normally come at an additional
cost).
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22. Screenshot
Screenshot
Influencer Live Stream Shopping
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TOP PLAYERS IN THE GAME
● Amazon, YouTube and Twitch are some of the top
players in the game.
● Facebook and Instagram have also built in Live
Streaming capabilities that we saw growth in during the
Pandemic. Twitter also have Live capabilities.
WHAT IT IS
● Livestreams allow Creators/Influencers to inspire,
educate, and entertain customers in a format that allows
real-time brand interaction.
● Brand-sponsored Influencer-lead Lives also allow
authentic storytelling, which leads to increased customer
confidence to consider new brands and make purchase
decisions.
● Livestreams can showcase products, use cases and
build FOMO.
23. How You Can Get Involved
Influencer + Retail Media
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24. Five Step Process for Influencer/Creator Success
Build the Strategy and
align on KPIs
- Align on target
- Messaging
- Usage +
distribution plan
- Define goals
Align on how to find
your Influencers
- Direct/
Self-Service
- Managed
Service
- Partner to
execute
Build Creative vision
and briefs to allow
co-creation with the
influencers; conduct
all content and
messaging reviews
Influencer content to
go live and execute
the amplification plan
- Paid Media
- Owned
Channels
Measure, measure,
measure
1 2 3 4 5
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25. Self-Service or Managed with a Retailer (Brand)
Self-Service
● Affiliate Route
● Retailer specific referral
Considerations:
● Where else will the collateral/assets be used?
● For something exclusive at the retailer or is it a
multi-retailer effort?
● New product, new retailer or legacy?
● Is your geographic distribution narrow or wide and
how does that match up to retail store availability?
● Do you have a transactable DTC site to drive to?
Managed
● Booked through the retailer media network, usually
part of a larger insertion order/campaign
Considerations:
● Part of a larger campaign or solo? Do you have
enough budget or flexibility to break apart?
● Will the spend count towards any retailer
commitments?
● Does the retailer have any exclusivity rights for the
SKUs/brand?
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26. Measurement and Success
Managed by a Retailer campaign should/would
have a fair amount of trackability or a modeled
“gap filler”
Some platforms are easier to track with than
others (and retailers will have different rules for
different partners)
Know what tagging or tracking capabilities are
available or with independent influencers (i.e.
last click or otherwise) or platform limitations
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27. Managed Service Display: The Process
Access Initial Planning Asset Delivery
Gain
Approvals
Go-Live
Solidify Strategy
Gain
approval and
dashboard
access
Begins
gathering
assets and
populating
media briefs
Provide
creative
assets &
media brief to
retailer for
draft media
plan
Retailer
provides
media plan -
review, sign
IO
Approve
the creative
Retailer
implements
and
launches
Receive wrap
report from
retailer 4-6
weeks after
flight
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Post-Flight
Weeks 1-2 Weeks 2-4 Weeks 4-8 Weeks 6-14
29. This is Not a Trend
We are seeing more and more retailers
leaning into Influencers and in an
aggressive way.
For example, we have recently see
Walmart coming out with their own
Creator capabilities and there have
continued to be advancements
coming from Amazon’s Creator
networks.
This just shows that retailers are
putting an emphasis on what Creators
can do for retail.
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30. Affiliates are Influencers; Influencers are Affiliates
The line between Influencer Marketing
and Affiliate Marketing will continue to
blur and overlap.
We are seeing Affiliates looked at as
Influencers and vice versa, and
starting to see budgets for each
condensing together.
The two worlds are collapsing,
especially with the rise of Affiliate
Influencer groups like LTK (formerly
RewardStyle) and pivots from
traditional affiliate networks like CJ,
Rakuten and ShareASale.
INFLUENCER
Leverage Influential to
encourage actions through
authentic and trustworthy
content.
● Content Creators
● Web Celebs/Celebs
● Social Media Stars
● Micro-Influencers
AFFILIATE
Brands/retailers pays
commission to partners for
traffic or sales generated from
referrals.
● Publishers/
Publications
● Influencers
● Blogs
COMBINATION
Folks on Social Media
with a loyal following that
work with brands to drive
conversions.
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31. “Search” is Being Redefined…
or Is That More Platforms Understand Intent Now?
and…Retailers and Influencers are prepared to provide good, transactional answers.
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33. Key Takeaways 1. Influencer Marketing is going to continue to
grow in 2023 and beyond, and retailers are
taking notice.
2. The Influencer Marketing landscape is crowded
and it’s often times hard to know where to
start.
3. Influencers can do many things for a brand
including driving traffic, conversions and
content creation.
4. Measurement continues to be the achilles heel
for more marketers.
5. But…it’s easier to opt in today more than ever -
and doesn’t require as much effort as you think
to try.
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34. Would you buy from a specific retailer due
to an influencer saying you should?
● Definitely yes!
● Maybe
● Definitely no.
POLL
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