Mastering the Digital Landscape: The Authoritative Guide for Retailers, Auto Marketers and DTC Brands this Holiday Season

1 Digital Channels Precision is KeyEmail Despite being one of the oldest digital mediums and even fallen victim to its own quotcookie eraquot called CanSpam email is still a solid channel that boasts strong ROI with ROAS as high as 38 on average Harness this by segmenting your audience and personalizing content Brands should allocate around 10 of their digital spend here initially adjusting based on engagement metrics Keep in mind that relevancy and frequency are as important with email as with any other targeted digital channel so do not abuse the customer relationship or you stand to lose itSocial Media A staggering 54 of social browsers use platforms for product research In fact Social is turning into the new search and AI will further erode search as we have come to know it so diversify your approach in social Include Instagram for visuals Facebook for community building and TikTok for short engaging content Start with 15 of your digital spend here and then optimize based on the platformamp8217s performanceRetargeting Did you know that website visitors who are retargeted with display ads are 70 more likely to convert Today using a compliment of geolocation retargeting will help drive these numbers even higher This is also a strong conquest tool Devote at least 15 of your digital ad budget here ensuring youamp8217re capitalizing on this highconversion tactic and work with a partner that can help you effectively leverage the benefit of retargeting in display audio video and geolocation You can also use this tactic in SOME and other areas2 Traditional Channels With a Digital SpinTV and radio are not dead They are however in the midst of the biggest reinvention these channels have ever seen with CTVOTT continuing to take shares from cable and broadcast globallyThese two channels have long been the best for driving brand awareness store traffic and performance Nothing has changed in their effectiveness In fact if anything the precision targeting that CTVOTT and streaming audio now deliver demonstrate that the new TV and Radio are only compounded in their benefit With less waste now brands of any size can advertise on these channels and benefit from the performance they deliverCTVOTT With 73 of US households currently streaming according to the 2023 Comscore State of Streaming Report and over 85 predicted to be reachable via CTVOTT by 2025 this is a territory you canamp8217t ignore Inject at least 30 of your ad spend here for a mix of above the line and below the line effectiveness Your above the line is a straight brand play think TV but targeted to key zips states DMAamp8217s congressional districts without an audience target and below the line is more performance or business outcome driven targeting specific demographic or interest segmentsStreaming Audio With over 41M US homes now listening to audio on digital devices platforms like Spotify become indispensable Allocate an initial 510 of your ad budget here then optimize based on listener engagement metrics Like CTV and OTT you can have an above the line and below the line approach to impact both performance and brand impact equallyTrust Trust should be the Bedrock of AdTech but as we all are aware that stone has splintered more and more over the years but before it completely crumbles trust should be the core to your approach Recent studies suggest that 34 of consumers are more likely to buy from brands they trust why should media buyers on the brand or agency side be any different Trust and companies delivering on their commitments should be priority number one Especially as inflation rises Itamp8217s paramount that brands ensure every penny counts and that they are not losing valuable pennies to fraud lack of transparency or partners that do not warrant trust Aim to partner with transparent firms that prove without a doubt that most of your spend is focused on media not hidden fees markups or middlemen The word transparency and trust have been abused and used in marketing by our industry for so long that many are numb or immune to them or cannot find partners that deliver on the promise Trust me they existTraditional Media Linear TV and Terrestrial Radio are still as effective in many genres as ever If you have been a TV or radio advertiser with success you should continue to spend but your budgets should be down by 5070 with that shifting to streaming to follow the viewers and listeners to their new platforms of choiceTo sum it up this season make every media dollar count By understanding the metrics being savvy about allocation and insisting on transparent partnerships brands are poised not just to capture attention but to achieve remarkable conversion rates and returns Adjust optimize and let the data lead the wayPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Mastering the Digital Landscape: The Authoritative Guide for Retailers, Auto Marketers and DTC Brands this Holiday Season

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Gabe Greenberg

Up & Comer Jeanette St. Amant: An Outside-the-Box Finance Role at Sinclair Offers New Opportunities (VIDEO) - By Krista Van Lewen

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Mastering the Digital Landscape: The Authoritative Guide for Retailers, Auto Marketers and DTC Brands this Holiday Season

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Gabe Greenberg

Up & Comer Jeanette St. Amant: An Outside-the-Box Finance Role at Sinclair Offers New Opportunities (VIDEO) - By Krista Van Lewen

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