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The Retail Media Mirage With Marc Walkin
Manage episode 428354429 series 3557752
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Marc Walkin is the Co-founder and Head of Marketing and Growth at Turbyne, a vertically integrated B2B SaaS platform that simplifies retail media. With over 15 years of experience as a marketing leader, he has built modern retail and CPG brands, including Stop & Shop, Popcorners, Beech-Nut, and Staples. Marc specializes in brand transformation, corporate strategy, and shopper and digital marketing playbooks.
In this episode…The retail media space is in disarray, with brands and retailers at odds over expectations and experiences. What’s more, digital and in-store tactics are not fully integrated, so 80% of brands struggle to justify increasing retail media investments. How can retail media networks streamline the experience for their brand customers?
Traditionally, retailers purchased products from brands to sell to consumers. With retail media, brands become customers by leveraging retailers’ advertising platforms. With a rich background in retail strategy, Marc Walkin stresses that retailers must create user-friendly platforms that unify data and offer real-time inventory tracking for greater ROI. Additionally, merging digital and in-store advertising strategies allows retailers to position themselves as profitable networks for brands looking to optimize campaigns.
In this week’s edition of The Digital Deep Dive, Aaron Conant interviews Marc Walkin, the Co-founder and Head of Marketing and Growth at Turbyne, about the disconnect between retail media networks and brands. Marc discusses the retail media mirage phenomenon, strategies for retail media sales attribution, and the importance of clean, unified customer data.
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