Skai：2024全漏斗零售媒体营销公式：营销人员策略手册（英文版）（37页）.pdf

1、The Full-Funnel Retail MediaFormulaA PLAYBOOK FOR MARKETERSExecutive SummaryTodays consumers enter and exit the buying journey at any point,and,in a channel like retail media,a conventional marketing approach cant keep up.Full-funnel retail media has been a topic of conversation for some time as a w

2、ay to better align with this new market reality,but little has been written on how to implement it effectively.Within these pages,youll find a clear and actionable,full-funnel framework to retail media that actively engages consumers at every touchpoint in order to move them seamlessly from one step

3、 to the next on their path to conversion.This isnt just about staying competitive;its about staying ahead.Key Tenets of the Full-Funnel Retail Media Formula2No fixed roles for ad formats,placements,or networksRetail media elements should not be pigeonholed to any funnel stage.For example,video ads t

4、raditionally thought to be top-of-funnel can be effective at any stage.Targeting/Messaging should nudge customers down the funnelPrioritize purchase path signals rather than broad behavior during audience segmentation.For example,price-checking customers should receive promotional ads to push them t

5、oward purchase.Tailor goals/metrics to the strategy for each funnel stageAlign each element of the campaign with the bespoke strategy for each stage of the funnel.For example,top-funnel campaigns should focus on metrics like reach or brand lift,not ROAS.TABLE OF CONTENTSIntroduction:The Full-Funnel

6、Retail Media Formula4First Step:Evolving the Marketing Funnel5A Full-Funnel Approach to Ad Formats9A Full-Funnel Approach to Placements15Applying the Full-Funnel Retail Media Formula to Retail Media Audiences23A Full-Funnel Approach to Networks24Five Steps To Full-Funnel Retail Media Measurement29Ma