7 Retail Advertising Trends You Need To Know About

The retail industry has faced some of the biggest hardships in the 21st century as digitalization has taken over both the consumer buying journey and the advertising realm. In order to stay relevant to consumers and compete against giants such as Amazon, retail advertisers need to know how to take advantage of digitalization and make it work for their brand. Some long-standing staples of the advertising industry remain popular and viable with retail advertisers. At the top of that list, you will find search advertising. Roughly 90% of retail advertisers already direct marketing spend to search advertising and 86% plan to increase that amount in 2020. Search advertising is great, but to succeed in retail advertising means staying ahead of the trends.

Why Retail Advertising Trends Matter

We examine key retail advertising trends that are set to shape the industry in 2020 and beyond.

1. Introduction of Programmatic Advertising

Consumer data is critical to automation as it allows retail advertising to adjust to changing consumer trends and demands without falling behind. Rather than guessing and hoping to stay ahead of consumers, retail advertisers can lean on accurate data from consumer purchases and interactions with the brand to adjust ad campaigns intelligently so the advertising budget is managed effectively without sacrificing on the quality of the outreach to consumers.

2. The Rise of eCommerce Platforms

3. The Adoption of Visual Search

Recent developments have seen another AI-powered retail trends which allows shoppers to both find and buy a product simply snapping a photo of the item. A number of eCommerce sites, such as Google, can avail of this new visual search tool but Pinterest takes this a step further. Consumers can scroll through photos on the site from anyone and when they find something they like, they “shop the look” and instantly connect with retailers that carry the items that help them build that look for themselves.

This adoption of visual search is a trend that is due to take off in the next few years and is a space that should be watched by retailers as it has the potential to provide multiple advertising opportunities for retail to multiply their revenue streams.

4. A Surge in Omnichannel Experiences

The combination of online & offline advertising provides retailers with multiple advertising opportunities while boosting sales both online and in-store. By understanding the importance of an omnichannel experience for consumers, retailers can ensure accurate and targeted advertisements in order to gain a competitive advantage while also maximizing their advertising revenue.

5. Voice Activated Search Advertising Continues to Soar

Therefore, retail advertisements have to be up to the challenge to establish and create content that delivers in all of those areas. This trend is definitely one that is important for retailers to get on board with too as according to Google 20% of all searches are now conducted via voice searches and with this rise in voice-activated search advertising, more than 55% of households will own a smart speaker device by 2022.

6. Email Personalization For Increased Loyalty

By utilizing this valuable data, personalization throughout emails is an extremely important tool for advertisers as it can be used in order to resonate with a brand with a customer via email. If implemented correctly it can provide retailers with a competitive advantage with regards to brand loyalty.

7. New Technology Enable Streamlined Transactions

Without digital advertising, the rise in streamlined transactions could not be facilitated as advertising is crucial in order to drive these functions. This trend is definitely one not to be missed by retailers who are looking to succeed in this ever-evolving industry.

Retail Advertising Continues to Evolve

Originally published at www.advendio.com on March 24, 2020

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