El Retail Media es una de las tendencias que más atención están acaparando en el ámbito de la publicidad en los últimos años. Pero ¿qué entendemos por Retail Media? Se trata, básicamente, de un tipo de publicidad que permite a las marcas llegar a los compradores con anuncios relevantes cerca del punto de venta a través del inventario de media propiedad de los retailers (ya sea en las tiendas o en sus plataformas digitales) y en sitios web y aplicaciones de marketplaces externos.
Con el creciente interés de retailers, marcas y agencias en el Retail Media surge también la necesidad de que todas las partes implicadas adquieran un mayor conocimiento técnico, así como de la terminología empleada en este sector.
A partir de esta idea hemos desarrollado nuestro Glosario de Retail Media, una guía que contiene algunos de los principales términos y siglas que se usan actualmente dentro del sector. Puedes descargar la guía completa aquí, pero en este artículo te dejamos un anticipo de algunos de los términos que debes conocer.
¿Qué pasaría si comunicaras a una audiencia no basada en sus características, como edad o ingresos, sino a partir de sus acciones reales? Este es el principio en el que se basan las audiencias transaccionales, que sustituyen datos demográficos por insights conductuales. En retail de alimentación solemos pensar sobre estas audiencias en cuanto a su comportamiento de compra. Aquí los indicadores clave son qué artículos han comprado antes, si han dejado de comprarlos y si han empezado a comprar otra marca. Este tipo de audiencias son muy útiles para ayudar a las marcas y agencias a alcanzar objetivos de marketing específicos.
Una de las grandes ventajas que ofrece el Retail Media sobre otras modalidades publicitarias son los insights que dispone sobre el comportamiento de los clientes y que permiten a las marcas segmentar a las audiencias con una gran precisión.
El offsite media ofrece plataformas y emplazamientos en sitios web distintos a los del propio retailer, combinando los datos propios o de primera fuente con los de terceros creando una oportunidad verdaderamente integral para las marcas anunciantes.
Se trata del canal de Retail Media que utiliza las plataformas y emplazamientos propiedad del retailer, típicamente su página web o su app. El onsite media ofrece gran versatilidad, ya que puede abarcar desde un banner publicitario para generar notoriedad hasta promociones u otro tipo de contenido personalizado.
Se trata de cualquier información que procede directamente de un retailer, generalmente de los datos de su programa de fidelización. El retail moderno se basa en gran parte en estos datos y conforme avanzamos hacia un mundo post-cookies, lo que implica la pérdida de una gran cantidad de datos de terceros, su importancia sigue creciendo.
Hablamos del In-store media como un canal que ofrece plataformas y emplazamientos dentro de la tienda física de un retailer, que pueden incluir desde banners, anuncios en los carros hasta pantallas digitales.
A pesar de que se trata de un canal que se lleva utilizando muchos años, gracias a los avances en ciencia de datos y tecnología, en la actualidad es posible segmentar y medir para alcanzar diferentes audiencias y conseguir objetivos de marketing específicos.
Como hemos visto en los anteriores términos, hoy en día existe una gran variedad de canales de Retail Media, que abarcan tanto el ámbito físico como el digital. En este contexto, las campañas omnicanal ofrecen una experiencia de cliente fluida, utilizando una combinación de canales de media online y offline.
Las campañas de media omnicanal permiten una consistencia de los mensajes y la creatividad con independencia de dónde se esté comprando, por lo que suelen generar mejor respuesta por parte de los consumidores.
¿Cuál es el riesgo de que un comprador deje de adquirir tus productos y cambie a un competidor? ¿Cuál es la probabilidad de que pase a una versión premium de uno de tus artículos? ¿Estaría un cliente interesado en probar un nuevo producto y qué le motivaría a hacerlo?
Tal y como las audiencias transaccionales nos ayudan a encontrar a los compradores adecuados a partir de sus acciones previas, las audiencias predictivas hacen lo mismo tomando en cuenta sus acciones futuras. Si los datos sugieren que existe un riesgo con un grupo de clientes, se puede actuar sobre ellos ofreciendo una promoción o una oferta.
¿Quieres conocer más términos de Retail Media? Descúbrelos en nuestro Glosario de Retail Media.
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