What is retail media?

Management Dictionary
Digital Transformation, Marketing, Sales and Communication

76 vues

Retail media is a key driver of commerce, projected to represent 25% of digital advertising by 2026 according to BCG. It encompasses advertising strategies deployed by brands on retailers’ websites, mobile apps, and physical stores to reach consumers just before or during their purchases. This provides increased visibility for brands and allows retailers to monetize their customer data. Present across all retail sectors, retail media is multi-channel, including formats such as banners, native advertising, and video. Ads can be displayed on the retailer’s website (on-site) to drive sales or on partner sites (off-site) for retargeting. The market, dominated by players like Amazon and Alibaba, relies on precise data collection and sophisticated targeting tools.

Liens et ressources

https://journals.sagepub.com/doi/pdf/10.1177/10949968241246257
https://www.youtube.com/watch?v=GOHmeAw64ec
https://www.youtube.com/watch?v=wzCs0WtW52s&t=16s
https://www.bcg.com/publications/2022/how-media-is-shaping-retail

Mots clés

advertising, data, digital platforms, digitalization, distributors, multichannel, Retail media, Targeting

Auteur.e(s)

MERCANTI-GUERIN Maria
Associate Professor
IAE Paris-Sorbonne Business School

Institution(s)

Vidéos de la même institution

02:58

What is conversion in digital marketing?

Conversion, essential in digital marketing, refers to a visitor's action in completing a key objective, such as a purchase or registration. Three elements are fundamental to maximizing conversions: an optimized user experience, with a fast and intuitive website like Amazon's; relevant and personalized messaging, supported by clear pages and effective calls to action; and finally, trust, reinforced by customer reviews or guarantees. Examples like Spotify, Booking.com, and Netflix demonstrate how simplifying the customer journey or creating a sense of urgency can transform visitors into loyal customers. Digital tools, such as A/B testing and heatmaps, facilitate these optimizations. With artificial intelligence, companies like Google and IBM Watson further personalize experiences, increasing conversion rates. Conversion, far more than just an indicator, is now a key method for transforming intent into concrete action.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Strategic Management

02:31

What is growth hacking?

Growth hacking is a method focused on rapid business growth that combines marketing, innovation, and agile experimentation. Popularized by Sean Ellis in 2010, it is based on five key stages of the customer journey: Acquisition, Activation, Retention, Revenue, and Referrals. Companies like Airbnb, Revolut, and Spotify use this approach to attract, retain, and turn their users into brand ambassadors. With artificial intelligence, growth hacking is evolving, leveraging innovative tools to optimize targeting, automate tasks, and maximize ROI. This creative and data-driven methodology has become essential for companies seeking to accelerate their growth.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Entrepreneurship, Management and Big Data, Marketing, Sales and Communication

03:05

What is inbound marketing?

Inbound marketing is a strategy that attracts consumers with relevant and non-intrusive content, rather than soliciting them through aggressive advertising. Popularized by HubSpot in 2006, this method is based on three key steps: attracting visitors with quality content, engaging these visitors through personalized interactions, and building customer loyalty by turning them into brand ambassadors. It uses techniques such as search engine optimization (SEO), email automation, and landing pages. Artificial intelligence enhances its effectiveness by making campaigns more personalized and engaging. This sustainable strategy puts the consumer at the heart of marketing efforts, while providing businesses with a powerful tool for developing strong and lasting relationships.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Entrepreneurship, Marketing, Sales and Communication

02:43

What is programmatic advertising?

Programmatic advertising optimizes the buying and selling of online advertising space through software and algorithms. At the heart of this system is real-time bidding (RTB), where ad impressions are auctioned in milliseconds based on user profiles on ad exchanges. Advertisers use demand-side platforms (DSPs) to bid on these impressions, targeting specific audiences, while publishers employ supply-side platforms (SSPs) to maximize their advertising revenue. The process involves specialized agencies or trading desks, and increasingly, advertisers prefer private agreements for better rates and secure environments. Challenges with programmatic advertising include complexity, inventory quality, fraud, and privacy concerns.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Information Systems, Management and Big Data, Marketing, Sales and Communication

Vidéos de la même thématique

Artificial Intelligence in recruitment : Is ethics a lever for Business Attractiveness?

More organizations use AI in the hiring process than ever before, yet the perceived ethicality of such processes seems to be mixed. With such variation in our views of AI in hiring, we need to understand how these perceptions impact the organizations that use it. In two studies, we investigate how ethical perceptions of using AI in hiring are related to perceptions of organizational attractiveness and innovativeness. Our findings indicate that ethical perceptions of using AI in hiring are positively related to perceptions of organizational attractiveness, both directly and indirectly via perceptions of innovativeness, with variations depending on the type of hiring method used. For instance, we find that individuals who consider it ethical for organizations to use AI in ways often considered to be intrusive to privacy, such as analyzing social media content, view such organizations as both more innovative and attractive.

FIGUEROA-ARMIJOS Maria - FNEGE |

Research
Digital Transformation, Human Resources Management

Human artificial intelligence at the service of hyperperformance

Artificial intelligence is already transforming lives and organizations. It brings a huge potential, for example, to achieve hyper-performance. Which is not about adding more trainings. But rather finding and removing obstacles from human minds. And artificial intelligence can facilitate that efficiently. It can help us to learn more about our own intelligence. Thus, giving us a unique chance to finally re-unite both intelligences.

STIBE Agnis - EM Normandie |

Research
Digital Transformation, Higher Management Education, Human Resources Management, Innovation Management, Prospective, Strategic Management

What is Hyper-Performance?

It is a state of performance when all unnecessary human thought is minimized or completely suppressed. Such as bad judgments, distracting thoughts, subjective biases, bad decisions, etc. For example, employees may be reluctant to accept artificial intelligence. That means there’s something in their mind that stops them. That something is the root cause.

STIBE Agnis - EM Normandie |

Management Dictionary
Digital Transformation, Higher Management Education, Human Resources Management, Innovation Management, Prospective, Strategic Management

Collaboration between artificial intelligence and employees to create value in organisations

The existing literature has highlighted the relevance of collective intelligence to bring about successful collaboration between Artificial Intelligence (AI) tools and employees, and to bring about results that are valued by the organisation.

SOUMYADEB Chowdhury - TBS Education |

Research
Digital Transformation, Information Systems, Organizational Theory

Digital Transformation

Marketing, Sales and Communication

What is retail media?

Auteur.e(s)

Institution(s)

Vidéos de la même institution

Vidéos de la même thématique

S'abonner aux vidéos FNEGE MEDIAS