Retail Media: Its future role within the broader media mix and what this means for retailers and brands.
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Retailers and brands are struggling to optimize legacy systems, processes and skillsets in order to fully take advantage of this opportunity. There continues to be a gap between brand needs and expectations and retailer capabilities and proposition. Technology exists as an enabler but the agencies who execute need to align objectives against strategies that enable the link between brand and performance tactics, whilst retailers need to continue to protect the customer experience and journey
We see 2 distinct perspectives on the topic:
For Retailers: With the impending changes to how online data can be utilised, retail media presents an opportunity to both identify new revenue streams and forge greater connections with both customer and consumer.
For Brands: How to plan, execute and report on cross-channel media activations where retail media straddles trade marketing strategies and tactics.
To look into this in greater detail, join us for a provocative and engaging webinar: “Retail Media: its future role within the broader media mix and what this means for retailers, brands and agencies”.
Moderated by EPAM Continuum’s Liz Salway, Global Digital Media Lead and Diana Abebrese, Global Retail Media Lead, you can expect topics like:
- Trade or Marketing? Brand or Demand? Fragmentation or Integration? How to organize a CPG organization around the shifting landscape.
- How to meet advertiser demands whilst prioritizing customer experience?
- What should be the objectives of your retail media strategy?
- Co-creating a seamless planning, buying and measurement cycle that drives business outcomes.
- Breaking through the “walled gardens”: approaches to scale and consistency across multiple platforms.
- Measuring success: what does good look like, and what is best of breed? How should measurement and KPI setting be improved?