The ClickZ Digest | The Value of Retails Media Networks and Adapting Your Message for International Audiences

[Subscribe]() | [Forward]() [Logo]() Jun 13, 2024 ClickZ Digest WHAT WE ARE READING MARTECH [7 Value-Added Assets to Engage and Upsell Customers]() We know martech and demand generation strategies work best to engage prospects when brand recognition is present. So, why don’t we consistently use those strategies on existing customers with a higher brand understanding? Many marketing teams neglect the opportunity to engage and upsell customers using proven, data-driven prospecting techniques. Customer marketing and prospecting are not the same. However, some approaches used in prospecting can help increase customer revenue and retention. Some content created for prospecting can also be relevant and helpful for customers. NIELSEN [Need to Know: What Are Retail Media Networks, and Why is Everybody Talking About Them?]() If you search for a waffle weave blanket on Amazon, summer styles at Target or a dishwasher at Best Buy, there’s a good chance that the first search results you’ll see will be sponsored ads. You might also get a promotional banner at the top of the page and a nicely branded video after a scroll or two. That’s retail media at work: advertising tailored to your shopping mood. According to eMarketer, a retail media network is “an asset owned and operated by a retailer that publishes advertisements, or a third-party publisher with ads that leverage a retailer’s first-party shopper data”. MARKETING DIVE [Kantar: AI Pivot Helps Fuel Brand Value Growth Following Down Year]() Bets on artificial intelligence (AI) are helping fuel brand value growth for technology firms like Nvidia, according to Kantar’s 2024 BrandZ rankings. The total value of the world’s top-100 biggest brands has risen 20% this year to nearly $8.3 trillion, reversing a downward slide seen in 2023 amid macroeconomic volatility. Those figures are above pre-pandemic growth trend expectations, indicating brands have accelerated their growth trajectories since 2020. Tech mainstays like Apple, Google, Amazon and Microsoft continued to dominate the top ranks of Kantar’s list but challenger companies have also surged. SOCIAL MEDIA TODAY [Research Shows That Most X Users Rely on the App for News Content]() Pew Research has published a new overview of how people are using social media to access news content, which highlights some concerning trends as we head into the prime U.S. Election season. The main point of note is that more X users now cite the app as a key news resource, while users on all platforms are regularly seeing false reports in all social apps, underlining ongoing concerns with the role that social platforms play in our information ecosystem. But of all the notes, the data on X usage may be the most problematic. [marketing-week-logo-vector.png]() MARKETING WEEK [Global Ad Revenue Predicted to Pass $1trn for First Time in 2025]() Global advertising revenue is expected to increase by 6.8% next year, meaning it is on track to hit $1.1trn (£864.4bn) in 2025, a year ahead of earlier forecasts, according to GroupM’s latest This Year Next Year report. The business predicts global ad revenue will grow 7.8% to $989.8bn (£778.7bn) this year, an uptick from the 5.3% growth predicted in December. Despite ongoing inflation in many markets, consumer spending has remained resilient, while AI has driven business investment throughout the first half of the year. TOP VOICES INSIGHT FROM PHAEDON [Point Utility Increases as Brands Revamp Loyalty Programs]() Members of loyalty programs are seeing greater flexibility in how they can earn points with a brand and redeem or “spend” points through a brand—whether that’s with the brand’s core product offerings or in partnership with external brands. Increased point utility is a product of evolved customer expectations and competitive landscapes. On average, Americans claim membership to 16.6 loyalty programs, of which they are active in 7.6 of them. While overall membership has steadily increased since 2015, active membership hovers around seven programs. As brands realize the value of loyalty programs and launch new programs or improve existing programs, customers become more savvy in navigating and maximizing their experiences. WHAT WE ARE LISTENING TO MARKETING MADE SIMPLE [From Local to Global—How to Adapt Your Message for International Audiences]() Is your business hitting roadblocks with international marketing? Cultural differences, language barriers, and varying consumer behaviors can pose big challenges for any brand. Marketers often find themselves at a loss, struggling to adapt their messaging and strategies to resonate with diverse audiences. This usually leads to underperforming campaigns and missed opportunities to connect with broader audiences. In these cases, a brand needs a universal and flexible framework that accommodates different cultural contexts. Dr. J.J. Peterson and April Sunshine Hawkins dig into the intricacies of international marketing with special guest Daan Schmidt, head of StoryBrand Netherlands. Daan shares his experiences and insights on using the StoryBrand framework in different cultural settings. 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