E-Commerce

Precision Advertising: What is it and how does Douglas work with it?

Playing out the right message to exactly the right target group – such a precise approach is possible with precision advertising. The key to winning new customers therefore lies in data-driven communication. While traditional push marketing is increasingly reaching its limits when it comes to addressing customers individually, precision marketing offers new starting points and communication options here. In this blog post, you'll find out what exactly lies behind the term and how we at Douglas Marketing Solutions deal with precision advertising.

Brand communication with Douglas Retail Media

As the largest beauty platform in Europe, we can access a lot of relevant data for the brands we list. The insights derived from this data can be incorporated into a customer-related strategy, and we always follow the "Data to Insights to Action" process. Along this process, potentials and challenges for a brand are identified, goals are set and relevant target groups are derived or individually compiled. In addition, in the course of brand consulting, we make advertising and budget recommendations, forecasts for the advertising campaign and long-term development forecasts against which a brand can be aligned. We spoke with Patrick Vater, Media Strategy Consultant at Douglas Marketing Solutions, about brand consulting and full funnel brand communication.

Transaction Media vs Awareness Media – the big misunderstanding: Why retail media is often still located in the lower funnel corner

Marketing strategies always start at different positions in the customer journey, depending on the specific goals of the brand. Basically, potential customers should be provided with the best possible information and content in order to complete a purchase. One aspect of this marketing is retail media – a way of convincing customers with the intention to buy of one's own brand and bringing them to the conclusion of a purchase. But that's not the only function of retail media: Used correctly, this strategy can have positive effects at various points in the customer journey and attract the attention of new customers to one's brand. In this blog post, we explain how retail media can also be used perfectly for brand awareness and what benefits arise when a platform like Douglas.de is also used for upper funnel marketing. Have fun reading!

Onsite campaigns – using ads to create visibility on the digital shelf

How do I present and place my products online so that they are seen as often as possible? This is the question that many companies in the Beauty-and-Beyond sector are asking themselves. Visibility on the analogue as well as the digital shelf is decisive for enormous sales amounts and also creates awareness for the brand. It is therefore extremely important that one's own products are well placed onsite. For this purpose, Douglas offers advertising solutions that include well-performing onsite campaigns. In this article, we explain what these onsite campaigns consist of, how onsite campaigns work at Douglas and what customers can expect from onsite campaigns at Douglas. Enjoy reading!

Contextual targeting as part of the strategy for retailers in the post-cookie era

Media owners and marketers should use the time before the final third-party cookie phase-out to test various alternative solutions for themselves. The cookie countdown ends in near future and marketers should then have a suitable solution ready. Especially for campaigns that need to reach target groups with the widest possible reach, contextual targeting is seen by advertisers and publishers as an answer to life after cookies are out.

The next big thing: social commerce – live shopping on social media and other platforms

Social commerce is the promotion and sale of products via social media and other platforms. Customers interact with the company through likes, comments or private messages, often during a livestream. What additionally distinguishes social commerce is a fluid customer experience without media discontinuity. Which trends will determine the social commerce market in 2022? What role will community commerce play and how can your company be part of the trend? We will give you the answers to all that in this blog post. Let's go!

Douglas Marketing Solutions: Marketing Use Cases for Bestsellers and Launch of Beauty and Beyond

Douglas Marketing Solutions advises each customer individually, depending on their needs and products. New products or product launches have to be marketed differently than bestsellers and products that already exist on the market. We explain the funnel model and what role it plays in the marketing of products depending on the marketing use case. This blog post is primarily intended as a guide to help brands understand our way of marketing at Douglas, while also providing tips on how to most successfully bring products to consumers. Enjoy reading!

Customer loyalty – customer retention through retargeting

A major goal of various marketing measures, which offer the advertising industry enormous added value, is customer loyalty. But how does a brand manage to retain customers? First of all, it should be said that often an interplay of many marketing measures must take place in order for a customer to become loyal to a brand. From Audience Ads to Sponsored Product Ads, there are marketing measures to make customers aware of products and, in the best case, to bind them. Another option is retargeting. But what is retargeting, why do companies like Douglas use it and how does Douglas Marketing Solutions work with it? Find out in this blog post.

Ratings & Reviews – how do customer reviews contribute to success?

Even though shop and product descriptions provide customers with important information during online shopping, consumers today buy primarily on the basis of customer ratings and reviews. Ratings and reviews help other consumers to form an impression of the product, to obtain information about the quality and the service and to create trust. That's why authentic and good customer reviews are worth their weight in gold, especially in e-commerce, where the product cannot be tested by the consumer. In this blog post, we explain what exactly is meant by ratings and reviews, why these types of customer evaluations are so important, what opportunities and risks they entail and how your company can use customer evaluations to its advantage.

Douglas Beauty Tester – product tests for new products and bestsellers with qualitative reviews

The power of product reviews and product tests on the web is still unbroken. In e-commerce these days, it almost doesn't matter what the product is, the consumer almost always looks at the reviews under the product and even on other platforms, such as YouTube or Instagram, before buying. This kind of word-of-mouth marketing is extremely powerful and, in the worst case scenario, can lead to a product not being purchased if the feedback is bad. This post is especially aimed at people or entire companies who want to learn how to acquire good and honest reviews from real consumers for their products. Here you can find out what product tests can do for you, how the product tests work as part of the Douglas Beauty Tester programme by Douglas Marketing Solutions and which packages can be useful for you as a retailer.

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