{"id":12087,"date":"2023-10-02T14:00:01","date_gmt":"2023-10-02T12:00:01","guid":{"rendered":"https:\/\/www.andreoliestudio.com\/?p=12087"},"modified":"2023-11-08T12:29:30","modified_gmt":"2023-11-08T10:29:30","slug":"retail-media-retos-para-crecer","status":"publish","type":"post","link":"https:\/\/www.andreoliestudio.com\/en\/noticias\/retail-media-retos-para-crecer\/","title":{"rendered":"Retail media, retos para crecer"},"content":{"rendered":"

\"Retail<\/p>\n

Retail media. Debido al creciente flujo de las compras online y la necesidad de los negocios de atraer m\u00e1s clientes a sus marcas una nueva forma de publicidad ha llegado para quedarse. El retail media es una estrategia de mercado que surge con el objetivo de que los retailers puedan monetizar sus sitios digitales<\/strong>. Tambi\u00e9n, persigue incrementar la colaboraci\u00f3n entre marcas y retailers para aumentar las ventas y visibilidad de sus productos o servicios.<\/p>\n

Actualmente,\u00a0 los clientes se encuentran en diferentes canales, no solo los tradicionales. El retail media brinda un lugar perfecto para generar un impacto en toda la audiencia<\/strong>. Forma un ambiente en el cual retailers, marcas y consumidores se conectan al momento de consumir.<\/p>\n

Un estudio de WARC denominado \u201cGlobal advertising spend outlook 2023\/2024: Withstanding Turbulence\u201d, se\u00f1ala al retail media como un canal emergente dentro de la publicidad. Por ello se espera un aumento en las inversiones para 2024, a la par de la TV conectada. Se estima que alcance los 141.700 millones de d\u00f3lares.<\/strong><\/p>\n

Entre las tendencias y novedades m\u00e1s importantes para este sector est\u00e1n:<\/strong><\/p>\n

1.- Crecimiento imparable<\/h3>\n

En 2022, 58% de los retailers emplearon redes de retail media. Esto indica que se espera que el canal siga creciendo exponencialmente.<\/p>\n

\"\"

Foto: Pixabya.com<\/p><\/div>\n

2.- Hay que estandarizar<\/h3>\n

Dentro de la publicidad en l\u00ednea el retail media se ubica en el tercer puesto. El primer lugar lo tienen los buscadores y el segundo las redes sociales. Para poder competir con estos dos primeros deben crearse sistemas de medici\u00f3n est\u00e1ndar que permitan a los anunciantes evaluar c\u00f3mo se comportan las campa\u00f1as. M\u00e1s estad\u00edsticas y datos disponibles.<\/p>\n

3.- Campa\u00f1as escalables<\/h3>\n

Atender a los detalles es el gran reto del retail media. Por ello debe apuntar a brindar herramientas que permitan a sus campa\u00f1as crecer y expandirse. Para conseguirlo es vital crear un entorno de programas similares a los que posee la actual publicidad tradicional en l\u00ednea.<\/p>\n

4.- Branding, estrategia fundamental<\/h3>\n

Para el \u00e9xito del retail media se requiere enfocarse en todas las etapas que transita el consumidor antes, durante y despu\u00e9s del proceso de compra. Los anunciantes y retailers pierden el dominio si solo se concentran en los consumidores antes de que se concrete la compra. El seguimiento es fundamental.<\/p>\n","protected":false},"excerpt":{"rendered":"

Retail media. Debido al creciente flujo de las compras online y la necesidad de los negocios de atraer m\u00e1s clientes a sus marcas una nueva forma de publicidad ha llegado…<\/p>\n","protected":false},"author":1001014,"featured_media":12402,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[276,131,184],"tags":[574,531,335,643,321,355,336,314,305,640,455,229,344,625,1340,329,446,240,165,395,864,1339,300,516,137,1341],"class_list":{"0":"post-12087","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-nueva-tecnologia","9":"category-tiendas-online","10":"tag-branding","11":"tag-campana","12":"tag-clientes","13":"tag-consumidores","14":"tag-digital","15":"tag-disenoweb","16":"tag-disenowebenvalencia","17":"tag-empresas","18":"tag-espana","19":"tag-estrategia","20":"tag-marcas","21":"tag-marketing","22":"tag-medios","23":"tag-mercadeo","24":"tag-negocioonline","25":"tag-negocios","26":"tag-noticias","27":"tag-novedades","28":"tag-online","29":"tag-publicidad","30":"tag-retail","31":"tag-retailmedia","32":"tag-tecnologia","33":"tag-tendencias","34":"tag-valencia","35":"tag-ventar"},"yoast_head":"\nRetail Media | Andreoli Estudio\u2122 Dise\u00f1o Web Valencia<\/title>\n<meta name=\"description\" content=\"Retail Media. 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