With the arrival of the holidays, the digital marketing in the retail sector prepares to face new challenges and opportunities. THE’e-commercean increasingly central channel, is expected to reach 24% of global sales by 2026, according to Insider Intelligence. To stand out in this competitive scenario, brands can rely onOpen Web and at artificial intelligence (AI) technologiestwo fundamental elements for increasing the involvement and personalization of campaigns.
The potential of the Open Web for retail
In a digital world dominated by “walled garden” (closed ecosystems such as social platforms), theOpen Web offers retail companies a free and authentic environment to connect with consumers. Outbrain, leader in Open Web recommendationsunderlines how this platform is now preferred by 4 out of 5 professionals in the advertising and marketing sector. The Open Web allows brands to access a quality audienceallowing meaningful interactions and improving the user privacy.
Second Corrado MassaroGeneral Manager Italy at Outbrain, “The Open Web is ideal for campaigns ranging fromawareness alla conversioncovering the entire marketing funnel and achieving measurable objectives such as increasing reach and engagement”. This environment allows retailers to maximize the value of their advertising investments, aiming for clear results.
Corrado Massaro, GM Outbrain Italy
Artificial Intelligence for the personalization and automation of campaigns
With consumers increasingly demanding personalized experiences, theArtificial intelligence represents an essential tool for retail marketers. AI not only allows you to create tailored campaigns, but it does so in real time, dynamically adapting to changes in consumer behavior.
Furthermore, artificial intelligence favors the respect for privacy through contextual targeting based on first-party data. AI algorithms analyze performance and automatically generate changes in content for maximize impact and ensure that each message resonates with various audiences. This approach improves campaign management, making them more efficient and relevant.
How to leverage AI and Open Web for successful Christmas campaigns
Combining the potential ofOpen Web with advanced technologiesAIbrands can create campaigns that not only reach their desired audience, but guide them on a seamless journey from discovery to conversion. To stand out during Holiday 2024, marketers will need to rely on these advanced solutions to intercept new trends and provide meaningful experiences.
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Source: diarioinnovazione.it
