With consumers becoming more selective in their spending, retailers may be tempted to revert to classic strategies like sales, promotions, and product diversification. But in the face of inflation and supply chain disruption, it’s time to think bigger than price-cutting and product output alone. Connected marketing strategies that apply data, technology, and targeting with laser precision will be crucial for retailers to pivot holistically and deliver growth in 2023 and beyond.

Selling on Amazon or other digital channels can be one of the more effective ways to increase brand awareness, expand to different markets, and generate sales. However, doing so also leaves your business more vulnerable to unauthorized sellers, counterfeit producers, parallel importers, and more. If brands want to control their sales, they first need to have control over their brand across all their channels. This is what Brand Control is all about.

Retail consumers i.e. human beings are complex creatures, influenced by a myriad of factors when it comes to making purchasing decisions. Speed of delivery, cost of returns and product selection are all key factors to consider. But what happens when  unemployment, inflation, politics, war, and economic downturns play a key role in how consumers shop? In a world of continuous uncertainty, consumers are just as volatile as their surroundings and as marketers, we need to be taking this into consideration. 

The modern consumer expects to be approached by companies with a personal touch. At the same time, they don’t want to feel that they’re being tracked and followed everywhere. It’s not easy to build a data-driven personalization machine that offers real added value to customers in a way that upholds their privacy, but L’Oréal successfully tackles this challenge with Skin Genius.

Google wants businesses to up their game by installing Consent Mode on their website – which has left many asking why? But we shouldn’t be asking why, we should be asking why not.  

Performance Max (PMax) is a goal-based Google Ad campaign that uses machine learning to optimize ad delivery across a range of Google’s advertising platforms, including Search, Display, YouTube, Gmail and Discover. This means that your ads can be delivered to a wider audience, regardless of the device they’re using or the platform they’re browsing on.

For most companies with a robust digital marketing strategy, Google has long acted as a cornerstone; an integral part of how marketers and advertisers engage with audiences online. The most successful brands, however, are the ones who can evolve as the market changes, especially as third-party cookies make their exit. Today, advertising with Google is definitely still great, but paired with Amazon it has the potential to be greater –a marriage that our team likes to call ‘Amazoogle’. 

Welcome to the second edition of our Monthly Marketplace Insights series (check out January’s edition here), where we share a round-up of the latest marketplace updates with a focus on the European market.