Einzelhandelsmediennetzwerke: Versprechen oder Gefahr?
Einzelhandelsmediennetzwerke nutzen First-Party-Daten wie die Transaktionshistorie, um Marken kurz vor dem Kauf mit potenziellen Kunden zu verbinden und so den Umsatz zu steigern.
RMNs können relativ niedrige Kosten für die Kundenakquise verursachen und andere Formen der Werbung oder sogar traditionelle Kooperationsbeziehungen im Einzelhandel stören. Aber sie sind nicht perfekt.
RMNs auf dem Vormarsch
Amazon gehörte zu den ersten Marktplätzen, die mit Einzelhandelsmedien experimentierten. Von Anfang an sammelte Amazon First-Party-Daten wie Kundenverhalten und Käufe mit beispielloser Präzision.
Über RMNs wie Amazon, Walmart und viele andere können Marken Verbraucher im Entscheidungsprozess erreichen. Ein Käufer, der auf dem Walmart-Marktplatz nach Shampoo sucht, ist für eine Marke eine Gelegenheit, ihr verwandtes (oder konkurrierendes) Produkt vorzustellen. Das Ergebnis sind oft sehr niedrige Kundenakquisekosten.
Die Auswirkungen von RMNs gehen über die Kosteneffizienz hinaus. Während Einzelhändler sich von reinen Produktanbietern zu Werbeplattformen entwickeln, stellen sie traditionelle Genossenschaftsbeziehungen in Frage.
Traditionell teilen sich Einzelhändler und Hersteller die Marketingkosten zum gegenseitigen Nutzen. Aber Einzelhändler mit eigenen Mediennetzwerken benötigen diese Genossenschaftsfinanzierung möglicherweise nicht. Stattdessen können sie unabhängig voneinander Werbeeinnahmen generieren und so das herkömmliche Marketingmodell (und die Lieferkette) stören.
Diesen Vorteilen stehen potenzielle Probleme gegenüber, darunter Datenschutzbedenken, Datenverwaltung und eine sich weiterentwickelnde digitale Landschaft. Die Hürden sind erheblich, aber überwindbar.
Sponsored Search auf dem Walmart Marketplace ist eines von vielen Mediennetzwerken für den Einzelhandel.
Werbeökosysteme
Die Ökosysteme von RMNs unterscheiden sich von anderen digitalen Werbeplattformen.
Da ist zunächst das präzise Targeting, das auf First-Party-Daten basiert. RMNs identifizieren Käufer, die wahrscheinlich bestimmte Produkte kaufen in den nächsten Sekunden.
Das Ergebnis ist eine Win-win-win-Situation. Einzelhändler profitieren von Werbung, Marken profitieren von höheren Conversions und Verbraucher sehen relevante Produktwerbung genau dann, wenn sie sie brauchen.
Die Einzigartigkeit von RMNs geht über die Präzision hinaus bis hin zu einem positiven Verkaufszyklus. Mehr Verkäufe generieren mehr Daten, was zu einer besseren Ausrichtung führt. Besseres Targeting steigert den Umsatz.
Darüber hinaus bieten RMNs eine Diversifizierung der Werbung. Marken können viele und unterschiedliche RMN-Kanäle und Anzeigentypen nutzen.
RMN-Herausforderungen
Trotz ihres Versprechens stehen RMNs vor Herausforderungen.
Dazu gehören Datenschutzbedenken, Werbestandards, technische Kompatibilitätsprobleme und der Kampf um die Aufrechterhaltung der Relevanz angesichts des dynamischen Verbraucherverhaltens.
Datenschutz ist ein großes Problem, obwohl RMNs auf Daten von Erstanbietern angewiesen sind. Es könnten Gesetze und Vorschriften gelten, beispielsweise die Datenschutz-Grundverordnung der EU, der California Consumer Privacy Act, der Colorado Privacy Act und der Virginia Consumer Data Protection Act. Daher müssen RMNs ein kritisches Gleichgewicht zwischen Datensparsamkeit und effektivem Targeting finden.
Eine weitere Herausforderung stellt die technische Kompatibilität dar. Der Datenfluss zwischen Einzelhändlern, Marken und anderen Teilnehmern muss reibungslos erfolgen. Angesichts der vielen verwendeten Systeme kann es komplex sein, diese Integration zu erreichen. Es gibt keine gemeinsame Sprache oder einen Branchenstandard für Einzelhandelsmedien.
Auch mit dem dynamischen Verbraucherverhalten Schritt zu halten ist schwierig. Relevante und ansprechende Anzeigenkreationen sind eine kontinuierliche Anstrengung. RMNs müssen agil und bereit sein, auf Marktveränderungen zu reagieren.
Chancen und Trends
Trotz der Herausforderungen ist die RMN-Landschaft voller Chancen und vielversprechender Trends.
Datenschutzbestimmungen wirken sich weitaus stärker auf andere Werbeplattformen aus. Das allein könnte Werbetreibende zu RMNs bewegen. Der drohende Niedergang von Drittanbieter-Cookies in Verbindung mit immer strengeren Datenschutzbestimmungen könnte die Optionen für Erstanbieter-Daten attraktiver machen.
Darüber hinaus können RMNs von der wachsenden Nachfrage nach personalisierter Werbung profitieren. Verbraucher erwarten zunehmend personalisierte Erlebnisse, und RMNs können äußerst zielgerichtete, relevante Anzeigen liefern, die diese Erwartungen erfüllen.
Außerdem können RMNs aufkommende Technologietrends nutzen. Künstliche Intelligenz und maschinelles Lernen können das Targeting verbessern, während Augmented Reality Anzeigen verbessern kann.
Schließlich könnte die Schaffung gemeinsamer Standards RMNs stärken. Die Entwicklung einer gemeinsamen Sprache und eines gemeinsamen Protokolls könnte viele Kompatibilitätshürden verringern.
Kurz gesagt, die Zukunft sieht für Einzelhandelsmediennetzwerke vielversprechend aus.
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