Advantage Solutions
only a small fraction of manufacturers spending in search marketing digital content or retail media networks is coming from new funding sources only a small fraction of manufacturers spending in search marketing digital content or retail media networks or less is coming from new funding sources most manufacturers are paying for these spends with brand funds most frequently used trade funds and shopper marketing funds most manufacturers believe retail media networks are moderately effective spends compared to traditional retail trade spending implications retailers expectations are high for next generation joint business planning that includes digital shelf strategy and manufacturers should be prepared to talk about investments in retailers platforms and how best to show up on the flip side retailers should provide sales data to their suppliers and enable manufacturers to better measure the return on their retail media network investments through key performance indicators beyond return on spend as third party delivery platforms become a permanent fixture with grocery shoppers manufacturers must better understand the relationship these partners have with retailers and look to balance investments across both types of digital platforms while more attention is paid to marketing opportunities and manufacturers tap various funding sources for investments in search marketing digital content and retail media networks they should use data as it becomes available to more effectively compare their returns on each digital investment and traditional spend driving in store sales setting digital targets for sales and marketing may help ensure the right balance between in store and spends while retailers and manufacturers navigate the accelerated change in grocery retailing greater transparency and more forward thinking business planning is needed closer partnerships and mutual understanding may be two positives left in the wake of covid manufacturers funding for digital investments manufacturers perceived efficacy of retail media networks | Advantage Solutions
Company
Deck Type
Sector
Industry
Deck date
June 2021
Slide
8 of 9
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