who‘s responsible for retail digital media? · how we help our clients: ebusiness institute has...
TRANSCRIPT
WHO‘S RESPONSIBLE FOR RETAIL DIGITAL MEDIA?
Retailers offer richer opportunities to advertise to their online shoppers. These include banners, retail search and more sophisticated targeting solutions. (Watch our video on the introduction to RDM here)
Retail Digital Media has become one of the most critical drivers of brands’ online sales.
Retail Digital Media must be managed in a different way than traditional digital media.
One of the main differences between Retail Digital Media and traditional digital media is that every dollar invested in RDM is spent at an eRetailer. This makes RDM an essential element of the negotiation with eRetailers and any �uctuation in investment can negatively impact the sales agreements.
Mitigating this risk requires rethinking the roles and responsibilities within the teams managing Retail Digital Media.
To embrace the opportunity of RDM, brands must rethink their organisation
Organizational challenges are experienced by brands at every step of the process for activating Retail Digital Media.
1. Initiate a cross-functional approach, combining 3 functions:
2. Initiate a proactive approach to RDM that starts before thejoint business planning discussions with the eRetailer:
Sales Media Marketing
ABOUT RETAIL DIGITAL MEDIA (RDM)1
Contact us for more information.
[email protected]@ebusinessinstitute.com www.ebusinessinstitute.com
How we help our clients: eBusiness Institute has developed tools and methodologies to help clients set up the most effective organization to manage Retail Digital Media with excellence, get in touch to know more.
Sales expertise is needed to negotiate the best deal with eRetailers for a sustainable level of investment.
Media expertise enables selecting the best performing tools and placements at the best price to meet business goals with the highest possible return on investment.
Marketing expertise is crucial to de�ne the brand’s communication strategy in the eRetail channel and design assets that get shoppers to notice the product and buy it.
THE ORGANIZATIONAL ISSUES MOST FREQUENTLY ENCOUNTERED BY BRANDS3
SALES
MARKETING M
EDIA
GOVERNANCE& VENDORS
SUCCESSMEASUREMENT
STRATEGY
PERFORMANCEREPORTING
PLANNING
BUYING /NEGOTIATION
ASSETSCREATION
Who should de�ne the yearly RDM strategy, at the global level, in the local market and at the eRetailer account?
Who should fund RDM and approve the investment to protect Trade negotiations from inevitable media budget �uctuations during the year?
Who should de�ne and approve the key
performance indicators and the measurement plan?
Who should de�ne and approve the detailed plans (tools, placements, keywords) of each campaign?
Who should negotiate the reporting of performance data with the eRetailer?
Who should create the assets and which part of the organization is best equipped to drive scale across Retailers and markets?
Who should be accountable for the results of RDM campaigns?
Who should run post campaign
analysis to extract learning for future
optimisation?
THE ORGANISATIONAL CHALLENGEPOSED BY RETAIL DIGITAL MEDIA 2
THE STARTING POINT TO TACKLE THESECHALLENGES 4
Leverage the multifunctional team prior to joining business planning with the eRetailer, to de�ne an RDM strategy that supports the brand’s commercial ambition in the eRetailer channel.
Leverage Sales and Media to de�ne relevant counterparts to any RDM investments at the eRetailer, such as data to be shared and learning plans to be tested.
De�ne a decision-making process that protects any spending commitment with the eRetailers from budget �uctuations, especially at the end of the �scal year.
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Example of Retail Paid Search at Walmart
Example of an RDM Banner at Ocado