The growing importance of retail media in planning marketing communications is a global trend and one of the main forecasted directions of e-commerce development in the coming years [1]. Although retail media is a widely discussed topic, its role is only getting stronger. 50% of buyers cooperate with a retailer or retail media network - according to the first pan-European opinion survey on the role of retail media in the digital advertising ecosystem [2]. How to use modern technologies in the area of marketing communications to deepen consumer engagement during the purchasing process - this is one of the key questions that experts of the IAB HowTo conference will seek answers to on September 26 in Warsaw.
Our Patronages
Retail media has czech republic phone number material a huge potential that we are only just learning to use. The IAB Europe report from the first opinion survey on this topic shows that half of buyers are moving funds from other marketing channels to retail media, especially from linear TV and performance marketing budgets[3]. During the September IAB HowTo conference, participants will be able to deepen their knowledge of retail media, learning about specific solutions for their use. We will also talk about, among other things, the biggest challenges for brands, creating a comprehensive shopping experience using omnichannel techniques, using e-commerce applications and platforms to increase communication efficiency and measuring the impact of advertising activities on business results - says Łukasz Sztuczyński, E-commerce Director at GroupM, Head of the E-Commerce and Retail Media Working Group of IAB Polska.
Choosing a communication channel – a challenge for brands?
The communication revolution introduced by social media is not without significance for retail media. This year, as much as 1/3 of information searches are made via this channel, and in the case of Gen Z, this trend is already over 50 percent. The coming years will undoubtedly strengthen the position of TikTok, Instagram and YouTube. The change in trends in searching and making purchase decisions in the face of the generational revolution will be an important topic raised by Sebastian Puchała from Sempai.
Listen to "Marketer+" Podcast
How do trends in retail media form, evolve, and where do they lead? Alex Crowe from Criteo will talk about this . The dynamics of retail leave no illusions – those who keep their finger on the pulse will win.
