学习了这个关于零售媒体转型的文章后,我决定按照要求将其用于一个中文文本。As retail media networks expand, many brands are rushing to shift their budgets into digital advertising. This shift for some truly makes sense: the shift from traditional to digital is not just about changing strategies, but about aligning foot to the ground. For retail businesses, integrating their traditional shopper marketing expertise with digital capabilities is not a misguided move. Instead, it’s about bridging the gap between two worlds: the forces pulling money to online retailers like Peter and the opportunities being sneaked to Ghirardelli.
This evolution is pushing teams to restructure, rethink their budgets, and bridge knowledge gaps. For example,ogonalmd Aly offers a great example of digital integration. In 2023, they swapped their traditional budget more than 70% for their omni marketing division. This decision reflects their shift from traditional TV, social media, and out-of-home channels to something fresh: omnichannel media.
But you readüş《这项转型的目的是什么?》中的omnichannel marketing,很多品牌正在试图 charm their consumers with it. Let me explain。
### 1. 财家的现实状况(BudgetReality)
最后我们要回顾的是美国的结果。根据IKAB Australia Retail Media State of the Nation 2024,零售 media accounts for almost 70% of their budgets, with trade marketing making up roughly 30%. This data is intriguing because it shows that success comes from shifting away from traditional Pay-Per-View and Pay-Per-Social channels. Trade funding often goes to slotting fees, while Digital budgets usually land in零售 marketing.
Goodman Fielder强调了这一点,将其传统营销部门砍掉,转而重视 omni marketing。他们建立了“Ask-A-Channel: Like Where customers buy, rather than where they buy from.”这在营销中表现出了色传统的 omni marketing runs on the in-store, on-site channel.
我最近看到一个标题,“Shopper Marketing Discipline: A Revolution Unfolds”。 Gdkoid
