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Gianluca Uberti

Chief Operating Officer at Kleene

Highlights

Aug 29 · linkedin

🌐 The lines between online and offline marketing channels blur and the most forward-thinking Retail brands are using the power of this convergence to amplify their sales.

🔍 Criteo released some key insights on this trend::

⭕ Online Investments Fuel Offline Sales: Recent data from leading global retailers shows a clear trend—when brands boost their online advertising spend, they see a corresponding lift in offline sales. This isn’t just correlation; it’s a strategy that’s proving its worth on the balance sheet.

⭕ The Power of Integrated Campaigns: Brands that blend online and offline marketing efforts are seeing their ROAS (Return on Ad Spend) soar. When campaigns include offline attributions, ROAS can jump by as much as 42%. This integrated approach is more than just a buzzword—it’s real, measurable success.

⭕ Omnichannel Investment Pays Off: Campaigns that significantly ramp up their online spend—particularly those seeing a 150%-299% increase—are enjoying the most substantial gains in offline revenue. The takeaway? A well-orchestrated omnichannel strategy is a game-changer.

🚀 What to do next?

⭕ Holistic Attribution is Key: Expand your analytics to include offline touchpoints. This will give your marketing and sales teams a more complete picture of what’s driving success, enabling smarter, more informed decisions.

⭕ Seamless Customer Journeys: Consumers don’t think in terms of channels—they experience your brand as a whole. Make sure your marketing efforts are creating a unified, engaging experience that bridges the gap between digital and physical spaces.

⭕ Invest with Intent: With budgets tightening, it’s crucial to allocate your marketing spend where it will have the most impact. By strategically increasing your online presence, you can drive not just clicks, but actual foot traffic and sales.

💬 Join the Conversation:

How are you blending your online and offline marketing efforts to create a more unified customer experience? What strategies have worked best for you in driving both digital and physical sales?

Full report can be found here: https://lnkd.in/epFHtiWf

Aug 20 · linkedin

🚀 Mapping channel journey impact against spend. What is Gartner teaching us?

With marketing budgets tighter than ever, the pressure is on to get every pound working harder. So, how do you decide where to invest for the best returns?

🔍 Key Findings:

Search Ads & Social Media: These channels continue to dominate, delivering high returns on investment. But are you leveraging them to their full potential? Digital Display & SEO: These are your steady performers, balancing costs with solid results. Traditional Media: Channels like radio and direct mail aren’t obsolete yet, but it might be time to reconsider how they fit into your overall strategy. Event Marketing: Despite the digital shift, in-person events are proving their worth. Sometimes, nothing beats the power of a handshake and a face-to-face connection.

The key takeaway? There’s no one-size-fits-all solution. The most successful marketers are those who continuously test, refine, and optimise their mix to find the perfect balance for their brand.

🎯 Strategic Insights for peak season? With marketing budgets shrinking, it’s crucial to focus on productivity and return on investment (ROI). Don’t be afraid to experiment with different channels and approaches. What worked last year might not deliver the same results today.

Keep a close eye on performance data and be ready to pivot your strategy as needed.

💬 What's your take? How are you planning to optimise your marketing spend for Black Friday and Christmas? Are there any channels or tactics you’re betting big on, or ones you’re phasing out? I’d love to hear what’s driving results for you.

#MarketingStrategy #ROI #DigitalMarketing #ChannelOptimization #MarketingInsights #MarketingROI #BudgetOptimization #GartnerInsights #BlackFridayMarketing #PeakSeasonStrategy #MarketingTrends #MarketingMix #EventMarketing #SocialMediaMarketing #SearchAds

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Gianluca Uberti
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Experience

Chief Operating Officer at Kleene
General Manager at Hoteltonight

Education

Economics, Business, Liuc - Università Cattaneo
Masters In Marketing, Management, Business Management, Business, Escp Business School

Location

London, England, United Kingdom