Marketers are capitalizing on Amazon Prime Day not only for immediate sales but also for testing strategies that will affect the holiday season. As ad spend in retail media grows significantly, many marketers still apply outdated techniques that neglect unique shopping periods. While 85% of consumer packaged goods brands utilize multiple retail media networks, many lack advanced creative technology and insight into consumer behavior. A phased approach to marketing campaigns during peak shopping seasons allows for effective strategy adjustments and optimizations to maximize engagement and sales.
A multiphase holiday campaign recognizes that peak shopping periods aren't monolithic events. They are complex, multiphase journeys requiring distinct creative approaches.
Most marketers are overlooking a critical aspect that’s costing them millions in missed opportunities during peak shopping periods. Challenges include outdated creative strategies and lack of technology.
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