As retail media networks expand, brands are increasingly rethinking their marketing strategies by integrating traditional shopper marketing with digital tools. Rather than treating these as isolated efforts, organizations are restructuring teams and reallocating budgets in response to insights from the IAB Australia report, which found that a significant portion of retail media spend diverts funds from traditional advertising channels. This approach allows companies to retain effective trade activities while expanding their digital capabilities, thus bridging the gap between seasoned retail veterans and digital marketers.
The integration of traditional shopper marketing expertise with new digital capabilities is helping brands successfully navigate the evolving retail media landscape.
The shift towards digital retail media is primarily funded by reallocating budgets from traditional advertising channels rather than cannibalizing existing shopper marketing budgets.
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