A chain of UK-based high-end department stores significantly increases its brand awareness in the US through harnessing the might of big data
A chain of high-end department stores in the UK, known for their innovative marketing efforts and praised for the consistent customer experiences they provide, were looking to expand their brand’s awareness in the United States.
Rakuten Marketing also specialises in providing creative and seamless consumer experiences, ensuring customers stay engaged at every stage of the funnel and driving purchasing influence. Rakuten Marketing teamed up with this chain of high-end department stores to raise brand awareness in the NYC region, leveraging innovation, data and proprietary attribution and insights technology to measure the overall effect of retargeting and prospecting display campaigns on other channels.
- Generate brand awareness in NYC over a 4 week period in the run up to the Holiday Season
- Track overall reach, engagement and sales through retargeting and prospecting campaigns
- Provide an attributed view of the general influence of display advertising on other channels
Display advertising strategies were heavily influenced by the following considerations:
- Test various creatives and data segments to deliver all campaign metrics, ROI and performance goals
- The reach needed to be narrowed to target consumers in the NYC region
- Layer prospecting and retargeting campaigns to influence all stages of the consumer’s journey
For prospecting campaigns, two segmentation tactics were used:
- Using Slice, a Rakuten-owned company that holds consumers’ e-receipt data, a lookalike audience was modelled. People were segmented based on purchasers of luxury apparel from similar NYC-based department stores
- Targeted audiences readily available from programmatic DSPs were also used and served various creatives in the same time period
Key Findings & Results
- Integrating Cadence, Rakuten Marketing’s data insights and attribution platform allowed the influence of each strategy to be accurately measured for the entire user journey. Unlike other analytics platforms, Cadence allowed the brand to see the influence their display campaigns had on site visits through other channels
- Based on the brief and objectives outlined above, display campaigns drove 5.1m unique visitors in the NYC region in the space of 4 weeks – with impressions on premium sites and access to audiences of great relevance and value to the brand
- During the period when retargeting activity was live:
- CVR was 21% higher than site avg.
- AOV was 51% higher than site avg.
- New User Rate was 76.47% higher than industry benchmark and 58% higher than site avg.
- Overall, all campaign performance goals were achieved:
- Engagement: 126% to goal
- Clicks: 113% to goal
- Revenue: 137% to goal
- ROI: 111% to goal
Discover what the Rakuten Marketing team can do for your business at www.rakutenmarketing.com or call +44 (0) 207 427 8120
“As the modern consumer journey becomes increasingly complex, and as investment in display advertising continues to grow, it’s vital that marketers understand how their display campaigns best fit into their marketing mix and the value display activity can offer. Emphasis has shifted from using display to reach as many people as possible, to instead focus on ensuring resources are spent on accurately identifying how best to engage the right type of customer at the right time. This guide is designed to help marketers get to grips with the state of play of the display industry in 2017.” – Rakhee Jogia, Regional Director of Rakuten Display Europe, Rakuten Marketing
Rakuten Marketing is proud to once again be part of PerformanceIN’s Advertiser’s Guide to Performance Marketing – an annual resource with contributions by a roster of industry leaders in various fields of performance marketing.
The resource launches today with our contribution: the Advertiser’s Guide to Display Marketing. This first instalment in the series offers an outline of the display channel in 2017 in a digestible format with practical takeaways.
In the UK, display advertising accounted for 37% (£3.76bn) of all digital adspend in 2016. For performance-driven marketers and advertisers, understanding what makes an effective display campaign – fitting of business goals – is essential to maximise ROAS.
Whether you are a performance marketer wanting to review your knowledge of the channel or an advertiser weighing up your investment on display, download the Advertiser’s Guide to Display Marketing for a quick-read resource covering:
- An overview of the display ad industry in 2017
- A breakdown of formats, strategies and measurement
- How to make the channel work for your brand’s needs
- What channel developments to expect in the near future
***DOWNLOAD THE REPORT HERE***
Last month we were joined by performance marketers from leading UK brands for our Trends Taster, a thought leadership event about the display trends that marketing professionals should adopt to make sure their brands stay ahead of the curve in 2017.
We kicked off the evening with a champagne reception and a chance for attendees to network. This was followed by a series of “tasters”: short, informal presentations on our top pick of significant display advertising trends. We also gave a sneak preview of two of our new reports: RetailWeek’s Fashion Now report—delivered in association with Rakuten Marketing—and our very own Marketing Post-Brexit report—produced in partnership with the Centre for Retail Research. We then treated all attendees to an evening of tutored semi-blind wine tasting and tapas, during which marketers had the opportunity to ask further questions to our thought leaders and continue networking into the evening.
The topics covered by our presentations were:
Transparency takes centre stage
The importance of transparency across the full funnel of the consumer journey is undeniable. Additionally, having access to your campaigns’ performance and ad-level insights allows you to undertake continual optimisation. We showed marketers how to ensure business decisions are always based on concrete and accurate attributed value to maximise ROI. Being in the know about which touchpoints and strategies drive conversions was uncovered as key to engage and influence in moments that deliver results.
Have you ever wondered why some brands manage to stand out in the digital world while others are overlooked? Or why some small businesses do better online advertising than giants who invest tons of money in digital marketing? The difference lies in the way they communicate. American marketing entrepreneur and blogger, Seth Godin said, ‘Marketing is no longer about the stuff that you make, but about the stories you tell’. We showcased examples of effective storytelling in display advertising campaigns. Head over to our blog to find out more about the importance of storytelling.
The power of deep data
Making the best use of data is key. With over 80 businesses worldwide and a global membership that exceeds 900 million consumers, Rakuten, Inc. is the 6th largest internet services company in the world. This reach has given us direct insight into the importance of building the right relationships, data and inventory to aid your expansion into lucrative markets. We explained to our guests how to access and leverage large volumes of data to increase prospecting performance for global expansion. To learn more about reaching big pools of the right types of consumers to aid your brand’s growth, consider attending our Symposium London keynote, “Going Global: Keys to Success for Expanding into the US and APAC”.
Reallocating budget to social
Maintaining consistent growth of around $6 billion dollars per year for nearly half a decade, it’s no secret that paid social continues to be the big growth area for digital marketing investment. A report from Zenith towards the end of last year predicted paid social ad spend will reach $50 billion dollars by 2019—making up 20% of all internet advertising spend. But, how do you stand out in a competitive and cluttered environment to move away from ‘accidental prospecting’? We demonstrated how to create strategies for new customer acquisition within the confines of walled gardens.
The mention of Artificial Intelligence (AI) may conjure up visions of a dystopian future where we are ruled by robots. However, AI is already here and turbo-charging your display campaigns! We demystified our product suite, which we conceived to help marketers achieve greater performance results—increasing the efficiency of display media and ROAS. All our products are AI-driven, ensuring better productivity over time. Combining our direct and programmatic buying powers, user segmentation and conversion-predicting algorithms, we explained how we accurately target consumers who are highly likely to convert.
Programmatic TV is the new normal
Programmatic is the norm for media buyers, ruling the display advertising industry for quite some time. As a result, marketers are now looking to make use of the infrastructures and buying methodologies in place to access other traditional marketing channels—such as TV advertising. With programmatic TV being fully embraced by advertisers, we uncovered the ways in which marketers can expect the proliferation of personalisation-aiding tech in broadcast media and how to best prepare to make the most of it.
Have any questions on these trends? Get in touch with one of our display experts today!
Mother’s Day is an important retail holiday the world over. It is estimated that Brits spent over half a billion on products for Mothering Sunday in 2015 alone. Data from our affiliate network backs this up as we saw sales rise by 31% YoY and orders by 42% in 2016.
While flowers and chocolates are staples of the occasion, fashion and luxury items are noticeably on the rise, representing 76% of sales placed through our network for our top 10 advertiser verticals in 2016. This move is indicative of a shift in consumer attitudes—from impulse-led purchasing to careful and considered gifting.
As luxury retailers prepare for the occasion, we sat down with one of our Client Service Managers, Belinda Aylward to discuss the creative trends marketers should follow to guarantee the success of their campaigns in the run-up to the biggest gifting event of spring.
Pull at your audience’s heartstrings
Standing out from the crowd during promotional times such as Mother’s Day is becoming increasingly more difficult for brands. Consumers are hit with so many different advertising messages in all channels, online and offline, it is important that marketers create cross-channel, well-rounded campaigns. It is also imperative that your message is not focused on selling. Instead, your retail holiday campaigns should tell a story and this should be extended across all channels, to offer shoppers a consistent experience.
We tell ourselves that we are rational beings. However, most people’s daily decisions are driven by emotions rather than logic. What we perceive triggers emotions in our brains and in turn thoughts that inform our actions. Consumers are affected by the same emotional response mechanism: make purchases based on the emotions that a brand is able to elicit within us. Therefore, your campaign’s assets should be pulling at your audience’s heartstrings instead of always being solely discount-driven—even more so around emotive occasions such as Mother’s Day!
Despite it being one of the best ways to prompt an emotional response, most advertisers fail to employ the art of storytelling to their creatives. By applying storytelling to our creatives, we help our clients achieve higher engagement—which has been proven to boost brand loyalty.
Fashion retailers do not sell clothes, they assist consumers with the expression of their individuality. Hotel websites do not sell hotel rooms, they help travellers make great memories. We help the brands we work with tell their stories through creatives that are not simply a way of generating sales but an extension of the brand’s mission. What is your story?
Last minute is so last year
As luxury gifts carry a bigger price tag, it is less likely consumers will part with their money on an impulse purchase for their mothers. Therefore, we encourage brands to create campaigns that remind shoppers of the occasion. Plan ahead for your customer’s (and your own) sake. Launch your campaigns at least two weeks before Mother’s Day.
Encourage the celebration of mothers and thoughtfulness over last-minute gifting. After all, mother always knows best and she will most certainly appreciate a considerate purchase rather and a supermarket-bought bunch of wilted flowers. A jewellery manufacturer and retailer worked with us last year to put out the message of celebrating mothers. Their campaign drove great engagement and revenue—delivering a 25:1 ROAS and £76 RPM. We attribute the success of the campaign to the point they decided to highlight: honour your mother.
It is also a good idea to include a delivery countdown. The modern consumer expects to be able to purchase online, across all devices, and in-store. Therefore, your approach should be multichannel. Including a reminder of delivery timeout is not only sensible but acts as a further prompt to treat mum and it helps create buzz around the day and your campaign. Even more so when you include ‘free delivery’ as part of your message.
As bold as mum
Online environments are cluttered. To be noticed, make a statement with your campaign: be intrepid with your creatives and do not be afraid to use striking colours and daring statements. Product carousels always work best. These showcase a range of inspirational choices to customers and produce more interactions. A product feed with your bestselling products fitting the occasion aids the customer in their consideration stage and generally have a higher conversion rate.
To generate further excitement, ensure your Mother’s Day campaigns use a unique hashtag. A British cosmetics and skin care company we worked with on a Mother’s Day campaign last year benefited immensely from the use of a unique hashtag for the occasion. Hashtags can help you boost impressions, make your content more discoverable, and spark a conversation around your brand. The aforementioned retailer benefited from having a gift finder creative which featured a hashtag that encouraged consumers to treat mothers and also included a delivery countdown. By putting our advice into practice, this retailer’s creative had the highest engagement rate.
With the triggering of Article 50 looming, retailers are becoming increasingly anxious about the effects Brexit might have on sales—including how key dates in the retail calendar might be affected. However, fear not: our upcoming Post-Brexit Marketing report—produced in partnership with Centre for Retail Research—indicates that consumers won’t be deterred from premium purchases—even if price rises ensue as a direct consequence of Brexit.
Belinda has worked in digital advertising for 2 years, looking after both publishers and advertisers. She has worked with an impressive portfolio of clients and household brands across a multitude of verticals—including travel, recruitment, beauty, and fashion.
Fun facts about Belinda:
- She has a wonky pinkie on her left hand
- She’s a confessed shopaholic, forever convinced she has nothing to wear!
- She loves a cardboard box “surf” down stair “slides”…