PROMOTIONAL RESEARCH
In the crowded retail market it is becoming increasingly difficult to make yourself seen and heard. Zeta Global’s Ross Halliday examines five areas of focus for retailers wanting to shake up their digital marketing strategy to ensure they are noticed
Digital marketing has never been more important, yet so many brands are struggling to cut through the noise.
Why? Because the game has changed.
Customers expect more, and the old ‘more clicks, more ads, more emails’ approach just isn’t working like it used to. But there’s good news – you don’t need to do more, you just need to do things differently.
Think long-term, not just quick wins
Measuring success solely by immediate ROI can hold your brand back. While sales-driven campaigns are essential, they can’t be the whole story.
A strong digital strategy balances performance marketing with brand storytelling, because trust and loyalty take time to build.
Customers want to engage with brands that align with their values and interests – not just those pushing discounts.
Rethink your social strategy
It’s tempting to pump more money into ads and hope for better results. But in a crowded digital space, meaningful engagement comes from building real communities.
Social platforms are changing, and organic reach isn’t what it used to be. Rather than chasing viral moments, focus on fostering genuine conversations.
Look beyond the big platforms and consider where your audience truly spends their time; whether that’s niche online communities, private groups, or even new and emerging social spaces.
First-party data is your greatest asset
With third-party cookies on the way out, your best insights will come from the data you already have.
First-party data – customer preferences, purchase history, engagement patterns – should be at the heart of your marketing strategy.
Loyalty programmes, personalised content and smart segmentation will help you build stronger relationships and improve long-term customer value. If you’re not already prioritising data collection and analysis, now is the time to start.
Authenticity over everything
Influencer marketing can still be a valuable tool – but only when it’s done right.
Consumers are increasingly sceptical of overly scripted partnerships that feel inauthentic.
The best influencer collaborations are based on real alignment between the brand and the creator. Work with people who genuinely use and love your products and give them creative freedom to tell their own story.
Email is still one of the best channels
Despite the rise of social media and messaging apps, email remains one of the most effective digital marketing tools. But success isn’t about sending more emails, it’s about sending better ones.
Thoughtful segmentation, personalised content and storytelling make all the difference. Customers will engage with emails that add value to their lives, not just their inboxes.
The bottom line
Digital marketing works best when it’s built on real connections, not just transactions. The brands that win are the ones that listen, adapt and put their customers first. Are you ready to make the shift?
Ross Halliday is VP sales CRM at Zeta Global.
