The article discusses the expectations surrounding the retail media revolution, raising concerns about its ability to fulfill promises for struggling shops and brands. Top marketers argue that the sector must evolve from focusing on low-value ads to offering omnichannel solutions that encompass various marketing strategies, including in-store experiences and emotional storytelling. Experts like Angus Frazer emphasize the need for a comprehensive approach to achieve ROI in retail media, while Aaron Shields highlights the potential of emotional engagement to enhance customer spending and brand loyalty.
The projected growth of retail media is an unattainable mirage unless practitioners rethink what constitutes an attractive media network.
Retail media will bring back the magic of shopping by resurrecting emotional storytelling over mere add-to-basket tactics.
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