Social media at retail has lower conversion and online sales attribution. Note that shifting out of onsite display or programmatic may impact the total sales returns.
Most RMNs only offer social against a delivery objective, meaning that they are optimizing to spend every dollar of your investment on impressions and not to deliver improved ROAS for your brand.
Consider prioritizing social paid amp with retailers that offer true end to end marketing opportunities where the full campaign initiative can have an impact. For example, a talent partnership. RMNs with strong offerings in CTV and other partnerships are Walmart, Kroger and Instacart.
Don’t include social just to check a box on company goals. Instead identify a core shopper behavior first and then determine which social channel (if any) most fits the campaign objective and customer need.
Consider what the national brand is running in social before partnering with retailers to reduce redundancies and potential overspend. Speak with the brand to see if you can partner with their influencer agency to create custom retailer content for a small fee.
Incorporate User Generated Content and Social Creative assets into all aspects of the ad units and landing pages to create multiple touch points. The entire brand should feel relatable and social focused, and not just running ads on social.
Remember most retailers only offer Meta and Pinterest right now and even fewer offer sales reporting on these channels. Without sales reporting, measuring the success of these programs may be challenging.
Tiktok has yet to permeate the RMN marketplace and retailers need to hear from brands on this since it is a fantastic tool to deliver digital reach.
Lastly, keep in mind that social tactics have a very small impact on total attributed sales results and primarily instore. More test and learning is needed to determine the best ways for retailers to partner with TikTok.
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