The best articles, videos and links about App Ecosystem, Mobile Marketing, Mobile Commerce/Payments, Blockchain/Cryptocurrencies, Artificial Intelligence, Retail Media,..that help me in my daily work.
http://www.linkedin.com/in/agustingutierrezbazaco. Mail: agbazaco@yahoo.es
Twitter:@agbazaco
Artificial Intelligence is revolutionizing the way physical stores approach marketing and advertising. Through the analysis of large volumes of data, AI can identify specific customer behavior patterns, allowing retailers to create personalized advertising campaigns. These campaigns can be targeted to specific customer segments, based on their previous shopping habits, preferences, and behaviors. For example, a customer who frequently buys sports products might receive personalized ads for new sports items or related events.
Improvement in Product Selection and Placement
AI also assists retailers in determining which products should be promoted and where they should be placed within the store to maximize visibility and sales. Using historical data and current shopping trends, AI can predict which products will be in higher demand. This not only improves the customer experience by offering them relevant products but also increases sales efficiency.
Analysis of Trends and Consumer Behavior
A crucial part of optimizing retail media strategy is analyzing trends and consumer behavior. AI can monitor and analyze in real-time how customers interact with products in the store, which areas attract more traffic, and how they react to different marketing campaigns. This information allows retailers to quickly adapt their strategies to better meet the needs and preferences of their customers.
Optimization of Return on Investment in Advertising
AI not only enables the creation of more effective advertising campaigns but also helps measure and optimize the return on investment in advertising. By analyzing the effectiveness of different advertising approaches, retailers can adjust their strategies to maximize impact and minimize costs. This is especially crucial in a competitive retail environment, where the efficiency of marketing spending can be a key differentiating factor.
Integration of Online and Offline Channels
Finally, AI is helping retailers integrate their online and offline marketing strategies. By analyzing data from both channels, retailers can create a cohesive omnichannel shopping experience. This ensures that marketing messages are consistent and relevant, regardless of where the customer chooses to interact with the brand, be it online or in a physical store.
In summary, AI is enabling retailers in physical stores to optimize their retail media strategies in ways that were previously impossible. From personalizing advertising to analyzing consumer behavior, AI is transforming the way retailers connect with their customers and maximize the effectiveness of their marketing campaigns.
O mundo do varejo está em constante evolução, e a revolução da tecnologia está desempenhando um papel fundamental nessa transformação. À medida que as lojas físicas buscam inovar e se adaptar ao cenário digital, a Inteligência Artificial (IA) está emergindo como uma ferramenta poderosa no contexto do Retail Media.
O Casamento da IA com o Retail Media
O Retail Media tradicionalmente se referia a estratégias de publicidade em ambientes físicos de varejo, mas a introdução da IA mudou o jogo. Ela permite que os varejistas e marcas personalizem e otimizem a publicidade de maneira sem precedentes.
1. Publicidade Hiper-Personalizada
A IA coleta e analisa enormes quantidades de dados do comportamento do consumidor, criando perfis detalhados. Isso possibilita a entrega de anúncios hiper-personalizados que correspondem exatamente às preferências de cada cliente. Imagine um cliente que entra na loja e, com base em suas compras passadas, é apresentado a ofertas específicas que ele provavelmente apreciará. Isso não apenas aumenta a probabilidade de compra, mas também melhora a experiência do cliente.
2. Otimização em Tempo Real
A IA não apenas personaliza os anúncios, mas também permite a otimização em tempo real. Com base em fatores como o clima, a hora do dia e até mesmo o tráfego na loja, os anúncios podem ser ajustados instantaneamente para maximizar o impacto. Isso garante que a publicidade seja relevante e eficaz em todos os momentos.
3. Análise de Big Data
A IA também é fundamental na análise de grandes conjuntos de dados. Os varejistas podem usar a IA para entender tendências de compra, padrões de tráfego na loja e até mesmo prever demandas futuras. Isso não apenas ajuda na tomada de decisões estratégicas, mas também na criação de campanhas publicitárias mais eficazes.
O Futuro do Retail Media nas Lojas Físicas
À medida que a IA continua a se desenvolver, o Retail Media nas lojas físicas só ficará mais sofisticado. A capacidade de se adaptar em tempo real às mudanças nas preferências do consumidor e nas condições do ambiente da loja é inestimável.
Conclusão
A Inteligência Artificial está redefinindo o varejo, e o Retail Media em lojas físicas está na vanguarda dessa transformação. Ela permite que as marcas se conectem de maneira mais eficaz com os consumidores, aumentando as vendas e melhorando a experiência do cliente.
Se você é um varejista ou marca que deseja permanecer relevante e competitivo no mundo em constante evolução do varejo, é fundamental considerar a incorporação da IA em sua estratégia de Retail Media. O futuro está aqui, e está impulsionado pela inteligência artificial.
Hoje em dia, o mundo do varejo está mudando rapidamente e, com ele, a forma como as marcas se conectam com os consumidores. Não é segredo que a revolução digital transformou a maneira como fazemos compras, mas o que talvez seja menos conhecido é o papel vital que o Retail Media desempenha nessa mudança.
O que é Retail Media?
Retail Media se refere a estratégias de publicidade que acontecem dentro de ambientes de varejo físico. Enquanto muitos de nós associamos publicidade à mídia digital, como anúncios online, as lojas físicas também se tornaram um campo fértil para a publicidade direcionada e altamente eficaz.
Conectando-se com o Consumidor na Loja Física
O Retail Media permite que as marcas se conectem com os consumidores no momento exato em que estão fazendo compras. Por meio de tecnologias avançadas, como sinalização digital e análise de dados de compras, as marcas podem entregar anúncios personalizados que correspondem aos interesses e necessidades dos consumidores. Isso não apenas aumenta as vendas, mas também aprimora a experiência do cliente.
O Poder das Compras por Impulso
Uma das áreas mais fascinantes do Retail Media é o seu impacto nas compras por impulso. Ao exibir anúncios de produtos que estão relacionados ao que os clientes já estão comprando ou navegando, os varejistas podem estimular compras adicionais. É um exemplo clássico de como a publicidade inteligente pode aumentar o valor médio do pedido.
Tecnologia Transformando o Varejo
Avanços tecnológicos têm tornado mais fácil do que nunca implementar o Retail Media nas lojas físicas. A sinalização digital pode ser personalizada em tempo real com base em fatores como clima, horário do dia e até mesmo no comportamento individual do cliente. Isso permite uma publicidade altamente direcionada e eficaz.
O Futuro do Retail Media
Embora o Retail Media em lojas físicas ainda seja um conceito relativamente novo, está rapidamente se tornando uma ferramenta poderosa para varejistas e marcas. À medida que mais empresas experimentam com essa tecnologia, podemos esperar ver surgir soluções publicitárias cada vez mais inovadoras e eficazes nos próximos anos.
Em resumo, o Retail Media está desempenhando um papel fundamental na transformação do varejo. Ele está permitindo que as marcas se conectem de maneira mais direta e eficaz com os consumidores nas lojas físicas, aumentando as vendas, aprimorando a experiência do cliente e impulsionando o crescimento do varejo. O futuro do varejo está, sem dúvida, impulsionado pela inovação do Retail Media.
Se você está envolvido no setor de varejo, é fundamental estar atento a essas tendências e considerar como o Retail Media pode ser incorporado em sua estratégia de marketing. O futuro do varejo está aqui, e o Retail Media está na vanguarda dessa revolução. Como você planeja aproveitar essa oportunidade?
In today's rapidly evolving digital landscape, businesses are constantly seeking innovative ways to optimize their advertising efforts. Artificial intelligence (AI) has emerged as a powerful tool in this realm, revolutionizing the way digital advertising campaigns are planned, executed, and optimized. By leveraging AI technologies, marketers can extract valuable insights, enhance targeting precision, streamline processes, and ultimately maximize the return on investment (ROI) of their advertising campaigns. This article explores the transformative potential of AI in improving digital advertising campaigns and highlights key areas where AI can make a significant impact.
Advanced Audience Targeting:
One of the significant challenges in digital advertising is reaching the right audience at the right time. AI plays a crucial role in refining audience targeting by analyzing vast amounts of data, including demographic information, browsing behavior, and social media interactions. AI-powered algorithms can identify patterns, segment audiences, and create detailed customer profiles, enabling marketers to deliver personalized and highly relevant advertisements to individual users. This level of precision not only enhances user experience but also boosts conversion rates and campaign performance.
Predictive Analytics and Optimization:
AI algorithms have the capability to analyze historical data and make accurate predictions about future user behavior. By leveraging predictive analytics, marketers can optimize various aspects of their advertising campaigns, such as ad placement, bidding strategies, and content creation. AI algorithms can identify trends, forecast consumer preferences, and suggest optimizations in real-time, enabling marketers to make data-driven decisions that drive better results. This iterative process of optimization ensures that advertising campaigns continually evolve and adapt to changing market dynamics.
Ad Creation and Personalization:
AI has transformed the way advertisements are created, enabling marketers to generate personalized content at scale. Natural Language Processing (NLP) algorithms can analyze large volumes of text, images, and videos to understand context, sentiment, and audience preferences. This allows marketers to create tailored advertisements that resonate with specific target segments. AI-powered tools can also automate the ad creation process by generating compelling copy, designing visual elements, and even selecting suitable ad formats, saving valuable time and resources.
Dynamic Pricing and Ad Auctions:
For businesses engaged in online advertising, dynamic pricing and ad auctions are critical components. AI algorithms can optimize bidding strategies in real-time by analyzing various factors such as user behavior, competitor activity, and conversion rates. By dynamically adjusting bids based on predicted user value, AI can help businesses achieve maximum ROI from their advertising spend. Furthermore, AI can facilitate efficient ad auctions by automating the process of determining ad placements and pricing, ensuring fair competition and transparency.
Fraud Detection and Brand Safety:
The digital advertising landscape is plagued by issues such as ad fraud and brand safety concerns. AI-powered solutions can combat these challenges by continuously monitoring and analyzing vast amounts of data to detect fraudulent activities, identify suspicious patterns, and prevent ad placement on inappropriate or harmful websites. AI algorithms can also monitor social media conversations and news trends to ensure brand safety and help advertisers maintain a positive brand image.
Conclusion:
AI has undoubtedly revolutionized digital advertising campaigns, enabling marketers to achieve unprecedented levels of precision, personalization, and performance. By harnessing the power of AI, businesses can enhance audience targeting, optimize campaign strategies, automate ad creation, and ensure brand safety. As AI technologies continue to evolve, the future of digital advertising holds even greater potential for innovation and growth. Embracing AI-driven approaches will be crucial for businesses to stay competitive in the ever-evolving digital marketing landscape.
Introduction:
In an era where digital technology is reshaping various industries, the retail sector is experiencing a profound transformation. Traditional brick-and-mortar stores are embracing digitalization to enhance customer experiences, streamline operations, and stay competitive in a rapidly evolving market. This new wave of digitalization in physical points of sales is revolutionizing the way we shop and interact with retailers. In this article, we will explore the key trends and technologies driving this transformation and the benefits it brings to both retailers and consumers.
The Rise of Digital Payment Systems:
Gone are the days of cash transactions and cumbersome credit card swipes. Digital payment systems have gained immense popularity, offering convenience and security to both customers and retailers. Contactless payment options, such as mobile wallets, near field communication (NFC), and QR code-based payments, are becoming ubiquitous in physical stores. Customers can now simply tap their smartphones or scan a QR code to complete transactions swiftly, eliminating the need for physical cash or cards. These digital payment systems not only enhance the customer experience but also provide valuable transaction data that retailers can leverage for targeted marketing and personalized offers.
Interactive Displays and Digital Signage:
Digital signage and interactive displays are revolutionizing the way retailers engage with customers. Traditional static signs are being replaced with dynamic screens that can showcase product information, promotions, and personalized recommendations. These displays create an immersive shopping experience, capturing customers' attention and driving sales. Interactive kiosks allow customers to browse products, access additional information, and even place orders directly from the store floor. By leveraging digital signage and interactive displays, retailers can deliver targeted messages, adapt in real-time, and provide a more engaging and personalized shopping journey.
Harnessing Customer Data and Analytics:
One of the greatest advantages of digitalization in physical points of sales is the ability to collect and analyze customer data. Retailers are utilizing various touchpoints, such as loyalty programs, mobile apps, and in-store Wi-Fi, to gather valuable insights into customer behavior, preferences, and shopping patterns. This data allows retailers to create personalized offers, recommendations, and tailored experiences. By leveraging advanced analytics, retailers can make data-driven decisions, optimize inventory management, and enhance operational efficiency. Customer data also enables retailers to develop targeted marketing campaigns and deliver personalized advertisements, further enhancing the customer experience.
Streamlining Inventory Management and Supply Chain Processes:
Digitalization is also transforming inventory management and supply chain processes in physical retail stores. Advanced inventory management systems, equipped with real-time tracking and analytics capabilities, enable retailers to optimize stock levels, minimize stockouts, and reduce wastage. RFID (Radio-Frequency Identification) technology is increasingly being adopted to track inventory accurately, improve inventory visibility, and automate replenishment processes. By streamlining inventory management and supply chain operations, retailers can improve efficiency, reduce costs, and deliver a seamless shopping experience to customers.
Conclusion:
The digitalization of physical points of sales is revolutionizing the retail industry. By incorporating digital technologies such as digital payment systems, interactive displays, customer data analytics, and streamlined inventory management, retailers are enhancing customer experiences, driving sales, and improving operational efficiency. This digital transformation allows retailers to seamlessly merge the convenience of online shopping with the tangible experience of in-store shopping, creating a holistic and personalized journey for customers. As technology continues to advance, the digitalization of physical points of sales will only accelerate, shaping the future of retail and redefining how we shop.
In the world of retail, the shopping experience is everything. Customers expect more than just a place to buy products—they want an experience that is engaging, immersive, and memorable. And while online shopping has certainly made its mark in recent years, brick-and-mortar stores still hold a special place in the hearts of many consumers.
But how can retailers create an in-store experience that is both compelling and profitable? One answer lies in the power of retail media.
Retail media is a rapidly growing trend that allows retailers to deliver targeted advertising to customers in-store, using digital displays and other technologies. By leveraging data on consumer behavior and preferences, retailers can customize the advertising experience for each individual customer, displaying relevant and engaging content that is tailored to their interests and needs.
The benefits of retail media are many. For retailers, it offers a powerful new way to increase sales and build brand awareness, while also improving the overall customer experience. For brands, it provides a highly effective means of reaching customers at the point of sale, when they are most engaged and ready to make a purchase.
One of the key advantages of retail media is its ability to drive impulse purchases. By displaying ads for products that are closely related to what customers are already buying or browsing, retailers can encourage additional purchases and increase average order value. This can be especially effective for products that are typically purchased on impulse, such as snacks, beverages, or small accessories.
But retail media is not just limited to impulse purchases. It can also be used to promote products that customers may not have considered otherwise, such as new or seasonal items. By highlighting these products in a visually engaging way, retailers can spark interest and encourage customers to make a purchase they might not have otherwise.
The technology behind retail media is constantly evolving, and new innovations are emerging all the time. For example, some retailers are experimenting with interactive displays that allow customers to explore products in greater detail, or even place orders directly from the display itself.
Ultimately, the power of retail media lies in its ability to create a truly immersive and engaging shopping experience—one that connects with customers on a deeper level and drives sales in the process. By leveraging data and technology in new and innovative ways, retailers can unlock the full potential of their physical stores and build stronger, more profitable relationships with their customers.
In conclusion, retail media is revolutionizing in-store advertising by providing retailers with a powerful new tool to engage customers, increase sales, and build brand awareness. As technology continues to advance and new opportunities emerge, we can expect to see even more innovative and effective advertising solutions in the years ahead.
Twitter is a pretty powerful marketing tool, but before you incorporate it into your business plan, ask yourself – do you need it?
80% of the 330 million Twitter users are millennials, so if your brand is targeting users between the ages of 18 to 49, only then should you come up with a twitter marketing strategy.
Then comes the question of why choose Twitter over other marketing platforms.
On Twitter, video ads are 50% cheaper and the platform’s users spend 26% more time watching these ads as compared to Facebook and Instagram, which is why video engagement is higher and that too, at a lesser price.
Apart from that, in my own experience as a marketer, I feel that Twitter is a great platform to tell your story.
Most of its users are highly educated and likely to trust brands that are transparent and responsible; thus, it is a great way to connect with potential and existing customers.
If you want to effectively market your brand through Twitter, it’s not as simple as setting up a profile and tweeting regularly.
For achieving maximum Return on Investment, incorporate these tips into your twitter marketing strategy:
#1. Determine the number of accounts you need
The first part of planning your twitter marketing strategy is auditing your accounts.
This depends entirely on the nature of your brand.
If your parent brand has sub-brands or co-brands, for example, Samsung Home and Samsung Electronics, then it’s best to create multiple accounts.
Even if you sell different product lines, for example, Nike footwear and Nike sportswear, different accounts can be more effective than a single one.
You might be thinking, it’ll take double the effort to gain followers – but if your audience differs, your tweet timing and frequency will also differ.
All of this impacts customer engagement, which makes it crucial to create and maintain multiple profiles for bigger brands.
In order to measure engagement metrics, there are a number of platforms available – the first and foremost being Twitter Analytics itself:
If you’re looking for a tool to provide a more detailed overview, you can go for Buffer but some features require payment.
#2. Construct the right profile
There are 3 things that you need for a profile that is easily discoverable and retainable in customers’ minds:
Handle
In order to fulfill the criteria above, your Twitter handle should be short and similar to your brand name, otherwise, you will end up confusing users.
Celebrities often use the word ‘official’ in their handles because there are so many fan pages with the same names; thus, creating clarity:
If you’re a blogger, you can also use your handle creatively to describe your profile:
Another reason why it is important to keep a short handle is that there is a 280 character limit on each tweet, so anyone who wants to retweet will avoid mentioning brands with longer handles.
Make sure you eliminate any extra characters in your handle, for example, spaces, punctuation marks, numbers, etc.
Profile and cover photo
Most guides will tell you that your profile picture is extremely important – and it is.
But most brands go for their logo when uploading a profile picture.
All you need to do is make sure it’s high quality, clear and not pixelated.
The colors of your logo should also be good enough to seem appealing.
However, the real game-changer is your cover photo (or what some marketers call the header image) – because that is what creates the first impression of a visitor which goes a long way in determining whether they will follow your brand or not.
In this case, go all out.
Upload the most impressive picture that is either an extension of your logo, explains what your brand does, or anything else that is relevant to your brand.
The retail brand Target is an inspiration to all brands out there when it comes to Twitter profiles:
This look is so mesmerizing and gives out positive vibes due to the colors used.
Plus, it is completely in sync with the brand’s logo (as seen in the profile picture), which is an added bonus because visitors will easily be able to retain this information; thus, increasing brand recognition.
Similarly, British Airways opted for a simple yet elegant cover:
A good shot of its plane is all that they needed for the right cover photo.
It explains what the business does and reinforces the brand’s logo as seen on the plane.
What you need to do is be creative and think out of the box so that you wow your profile visitors.
Plus, unlike your profile picture, you need to change your header image frequently.
It’s a great way to advertise new campaigns, products, events, etc.
The frequency at which you should change your cover image varies depending upon the traffic that you get daily.
Changing it too often is also a bad sign because it can end up confusing visitors.
Thus, depending on the traffic that you get, set the desired frequency at which you change your cover/header image.
Lastly, the optimal dimensions for your cover image are 1500 x 500 pixels.
Images uploaded on Twitter need to be under 2 MB so make sure they are compressed.
The best file formats are JPEG or PNG.
When uploading a cover image, make sure you fulfill these criteria for the best outlook.
URL
This is a small but very crucial part of your profile.
If visitors like your profile, they will not only want to follow you but also purchase from you.
Instead of making them carry out the effort of looking for your website, add it to your profile just below your bio:
If you’re a blogger that doesn’t have a website yet, you can always create a URL through your twitter handle:
#3. Schedule posts
In such a fast-paced world, it’s impossible to manually handle business operations now.
With COVID-19, everything has shifted to online marketing which makes automation even more crucial for business survival.
Platforms like Buffer and Hootsuite allow you to schedule posts beforehand.
Not only does this reduce your reliance on employees, but it also improves accuracy.
For example, you may forget to send out a tweet to followers wishing them a Happy Christmas, but with the help of tools for digital marketing, you can add it to your calendar in advance.
Plus, you don’t have to be tied at the office to send out a tweet at the right time.
You could be enjoying the holidays with family and the tweet will be uploaded automatically.
In the long run, this will cost you much less as compared to paying employees to handle your twitter accounts.
#4. Create a unique bio
You have 160 characters to describe everything that your brand does, so make it count.
Just like the pictures on your profile, your bio is a major factor in determining the first impression of visitors.
Since you have a lot to tell and very little space to tell it, only add key points i.e. what your business does, talk about your best sellers and if you can manage to, tell your story.
Your goal should be to create a unique bio.
If every clothing brand talks about selling high-street fashion or casual-wear, stand out of the crowd and offer something unique which will go a long way in creating an impression on visitors’ minds.
Plus, the best Twitter bios always have humor incorporated in them:
Notice how Carrie Brown managed to write full sentences while explaining who she was, a family description and all that with a touch of humor.
#5. Timing is key
If you have any experience with social media marketing, you’ll know that every platform has peak hours and days during which, if you post something, you’ll get the highest engagement rates.
If there’s one time you want to avoid when posting a tweet, it’s between 3-4 PM.
The best hours, on the other hand, are between 11 AM-1 PM. Posting after 12 PM will get you the highest engagement.
This makes sense since intellectual individuals are the majority users of Twitter who wake up and check their feed first thing in the morning or while they’re at work.
This is also why the worst times to post are before 7 AM, especially on weekends, because Twitter is not exactly an entertainment platform as compared to Facebook and Instagram.
The peak days to post on Twitter are weekends i.e. Friday to Sunday.
This information is highly crucial so that you can schedule tweets accordingly for the best engagement rates.
According to Neil Patel, some studies also suggest that peak hours to post are 4-6 PM.
However, it depends entirely on your audience.
If they use Twitter for fun, they’re likely to fall in the second category.
If they’re work individuals looking to stay updated with the latest news and trends, it is best to post tweets in the morning.
#6. Use interactive marketing techniques
Your Twitter marketing strategy is not effective until you use the right marketing mediums.
The platform provides much better click-through rates as compared to others, but only if your brand’s target audience is active on it.
With that being said, you have better chances of maximizing ROI by using interactive marketing techniques like visuals and video.
Tweets with photos are much more likely to get retweeted as compared to tweets with just text.
Plus, video content is even more engaging than pictures, so much that it is currently on the list of the biggest marketing trends of 2020.
Last year, videos accounted for 80% of all internet traffic, and the number keeps getting higher each year – which goes to show that it is a powerful marketing tool and it keeps gaining momentum so you need to invest in it as much as possible.
#7. Trending hashtags are a must for your twitter marketing strategy
Hashtags are like the SEO for social media platforms.
The algorithms of platforms like Twitter and Instagram are designed to discover content with hashtags quicker, which means it ranks higher.
You can use the Keyword Tool to find out trending keywords that have high search volume and CPC.
It’s a paid tool, but you’ll definitely need one if you want your content to be discoverable.
However, if you cannot afford one, a great way to use the best hashtags is to follow competitors and see what they are using.
This will give you a better idea about the type of hashtags that are currently popular in your industry.
Make sure you do this frequently because the most trending hashtags vary from time to time.
Another thing you can do is to create your own hashtag.
This is your brand’s own hashtag that customers can use when they post something related to your brand.
It’s a great way to boost user-generated content which in turn creates brand awareness.
However, to make sure that people actually use it, you need to make it trendy enough that your customers want to be included.
Lays came up with a witty hashtag for it’s new flavours that went viral:
And with that, they managed to create brand awareness at the lowest possible cost just because of a catchy hashtag.
You’ll also notice how brands incorporate hashtags into their tweets very casually, which is exactly what you need to do: null
Make it sound natural enough while optimising your content for Twitter so that it ranks higher.
Conclusion
So that sums up everything that you need to know for your Twitter marketing strategy.
While following these steps and incorporating them into your strategy, make sure to keep in mind that every business is unique and you will have to tweak them according to your business’s needs.
For example, posting a tweet has some set peak hours, but within those you will have to find the ones that your audience is most active in.
Thus, use your research and development department to get to know your followers and plan your strategy accordingly.
