{"id":160987,"date":"2022-10-17T13:45:51","date_gmt":"2022-10-17T11:45:51","guid":{"rendered":"https:\/\/ipmark.com\/?p=160987"},"modified":"2022-10-17T16:47:18","modified_gmt":"2022-10-17T14:47:18","slug":"retail-media-aliado-impulsar-parte-baja-y-alta-funnel","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=160987","title":{"rendered":"El Retail Media, aliado para impulsar la parte baja y alta del funnel"},"content":{"rendered":"<p><strong>El retail media se ha convertido en una oportunidad para marcas y retailers. Para las primeras, la oportunidad de seguir alcanzando a un consumidor m\u00e1s pr\u00f3ximo a la compra, mientras que para los segundos, una v\u00eda extra de ingresos que posibilite mejorar la ya de por s\u00ed reducida rentabilidad del ecommerce.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed lo han indicado las compa\u00f1\u00edas presentes en <strong>Inspirational \u201822<\/strong>, el congreso de marketing y creatividad organizado por IAB Spain, en una mesa redonda que ha reunido a marcas como Coca-Cola y Mahou-San Miguel y a retailers como DIA para hablar de su experiencia en este nuevo canal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLos usuarios ecommerce piden un precio barato, comprar en promoci\u00f3n, gastos de env\u00edo gratis y tener franjas de entrega muy optimizadas. En un sector en el que se vende con m\u00e1rgenes estrechos, todo esto a\u00f1ade m\u00e1s presi\u00f3n\u201d, ha informado<strong> Jaime Alonso<\/strong>, <em>retail media manager<\/em> de<strong> DIA Espa\u00f1a<\/strong>, quien ha a\u00f1adido que <strong>el retail media posibilita \u201chacer m\u00e1s sostenible\u201d el negocio de venta online.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pero las ventajas que proporciona a un minorista el retail media no solo se ci\u00f1en a una nueva v\u00eda de ingresos. Alonso tambi\u00e9n ha recordado la mejor experiencia de compra que supone para el comprador online, que se traduce a su vez en mayores ventas para el minorista. Ha coincidido con Alonso,<strong> Eva M\u00aa Zaera<\/strong>, <em>associate director digital commercial development<\/em> de <strong>Coca-Cola Europacific Partners<\/strong>, que recuerda que este canal resulta igual de provechoso para una marca ya acostumbrada a estar en el <em>top of mind<\/em> del consumidor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEl hecho de ser l\u00edder no implica no pensar en una estrategia de retail media porque tienes compradores recurrentes a los que debes seguir impactando\u201d, ha se\u00f1alado Zaera, y ha a\u00f1adido que esta tecnolog\u00eda \u201c<strong>permite ofrecer experiencias de compra similares tanto en el terreno offline como online<\/strong>\u201d, adem\u00e1s de alcanzar a nuevos compradores. \u201cCoca-Cola se conoce mucho, pero tambi\u00e9n tenemos otros productos a los que queremos dar visibilidad\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Desde Mahou-San Miguel aprovechan la inversi\u00f3n en los espacios digitales de los retailers no solo para conseguir mejores resultados en la parte m\u00e1s baja del embudo de conversi\u00f3n. Tambi\u00e9n en la parte m\u00e1s alta. Seg\u00fan ha explicado <strong>Susana Larriba<\/strong>, <em>e-retail manager<\/em> de <strong>Mahou San Miguel<\/strong>, contar con <strong>los datos de audiencia de grandes minoristas como Amazon o Carrefour permite a la cervecera cumplir con sus objetivos de <em>awareness<\/em>.\u00a0<\/strong><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">ROAS, indicador err\u00f3neo para las campa\u00f1as de Retail Media<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Cristina Castillo<\/strong>, <em>marketplaces &amp; retail<\/em> de <strong>Havas Market<\/strong>, ha recordado el momento dulce que vive el Retail Media, con cada vez mayores trasvases de presupuesto de partidas offline a online y consumidores m\u00e1s receptivos a este tipo de publicidad gracias a formatos menos invasivos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En un tiempo en el que se prev\u00e9 una mayor inversi\u00f3n en Retail Media &#8211; seg\u00fan datos de GroupM, se espera que en 2027 este canal acapare un 60% de la inversi\u00f3n publicitaria global-, Castillo ha recordado, no obstante, los retos a los que se enfrenta el canal, como \u201cdemostrar la incrementalidad de las acciones\u201d que consigue la inversi\u00f3n en los espacios digitales de los minoristas, o el freno que supone centrarse en el ROAS como principal KPI.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<strong>Nos hemos encontrado con marcas obsesionadas con el ROAS y esto no sirve como m\u00e9trica para medir objetivos<\/strong> <strong>como aumentar cuota de mercado o alcanzar a nuevos consumidores<\/strong>. El ROAS mata este crecimiento\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Porque de acuerdo con Castillo, si algo resulta disruptivo en este canal es la posibilidad que da a los retailers de ofrecer por primera vez datos a las marcas acerca de sus acciones de marketing. \u201cYa exist\u00eda la publicidad en un retailer, pero no se conoc\u00eda la medici\u00f3n. El retail media ha permitido dar el gran paso para conocer al consumidor final\u201d, y forja una nueva relaci\u00f3n entre el minorista y la ense\u00f1a, \u201ccon m\u00e1s informaci\u00f3n accionable y m\u00e1s transparencia\u201d.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ofrecer creatividades en los espacios digitales de los retailers no solo ayuda a las marcas a generar m\u00e1s conversi\u00f3n. Desde Mahou San Miguel recuerdan lo \u00fatiles que resultan los datos de compradores de Amazon o Carrefour para conseguir resultados de notoriedad. <\/p>\n","protected":false},"author":29,"featured_media":160997,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[175,50],"class_list":["post-160987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-inversion-publicitaria","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Retail Media, aliado para impulsar la parte baja y alta del funnel<\/title>\n<meta name=\"description\" content=\"El retail media no solo ayuda a las marcas a generar m\u00e1s conversi\u00f3n. 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