Last month, MindgruveMacarta had the opportunity to attend Digiday’s Retail Strategies conference in New York, where industry leaders gathered to discuss the latest innovations and trends in retail media and digital marketing. The event offered invaluable insights into how brands are shaping their media strategies to succeed in an increasingly complex retail environment. Below are some of our key takeaways from the event.
1. Complementing Digital Campaigns
One of the main discussions revolved around how brands integrate retail media into their broader digital marketing strategies. As the retail media landscape grows, many brands recognize the importance of a synergistic approach. Companies can amplify brand success by combining retail media with omnichannel marketing strategies. This synergy ensures that campaigns are cohesive across platforms, helping brands engage with consumers at various touchpoints while maintaining a consistent message and experience.
2. Mike Sallette from Danone: Leveraging Data for Agility
Mike Sallette, VP of Media at Danone, shared valuable insights about their holistic brand approach. He emphasized their “one team” mindset, where all stages of the marketing funnel are considered part of a unified strategy. A key point was the richness of retail data and how real-time insights are crucial for reaching the right customers at the right time. By leveraging this data, Danone ensures its retail media strategies drive consistent impact and focus on incremental growth. Sallette’s takeaway was clear: brands must harness the power of data to remain agile and make informed decisions that align with broader marketing goals.
3. Maiah Martin from Clinique: Breaking New Ground on Amazon
Maiah Martin, Executive Director of Consumer Engagement at Clinique, shared an inspiring story about being the first Estée Lauder brand to launch on Amazon. Their media strategy has evolved to leverage creators and affiliates beyond traditional social media platforms. Clinique’s differentiation strategy for Amazon, compared to its direct-to-consumer (DTC) and in-store channels, has allowed the company to grow its presence on Amazon without cannibalizing sales from other channels. Their approach highlights the importance of tailored strategies for different platforms and how brands can tap into new audiences while still maintaining balance across multiple channels.
4. Ryan Pancoast from Bayer: The Power of Accurate Data
Ryan Pancoast, Senior Manager of Retail Media, Digital Insights, and Analytics at Bayer, discussed the critical role data plays in driving their retail media strategies. Bayer has focused on ensuring they have access to accurate, real-time insights, which allows them to adapt and refine their campaigns with precision. By working with partners like Sky, Bayer has developed a consolidated and automated view of their digital performance, helping them stay ahead of the competition. Pancoast’s key message was that data accuracy and real-time insights are vital for the success of any retail media strategy.
Conclusion
Attending Digiday Retail Strategies was a great opportunity to hear from some of the top minds in the industry. As retail media continues to evolve, brands must stay agile, leveraging data and innovation to drive growth across all channels.
Have any questions or want to learn more about how MindgruveMacarta can help elevate your retail media strategies? Get in touch with us today.
