ZALORA Platform Services’ Post

Retail media has been experiencing significant growth with the increasing shift towards online shopping, technology advancements, and data-driven advertising amongst other influential factors. In a recent podcast hosted by SmartOSC, Alin Dobrea, Head of Marketing Solutions & Partnerships at ZALORA Group, shares about how ZALORA is "operating in this new, exciting space". Describing it as the third wave of digital marketing, Alin positions retail media as a pivotal evolution "where you are able to engage with the customer as they are literally one click away from the purchase", succeeding the initial focus on SEO/SEM as the first wave and social media and influencer marketing as the second wave. During the discussion, Alin delves into ZALORA's role in this dynamic landscape through its ZALORA Advertising Platform (ZAP). ZAP provides a full-funneled platform to enable brands to launch campaigns seamlessly across different channels, leveraging integrated datasets. This integration empowers brand partners to connect with ZALORA's audience effectively, ensuring optimal performance not only within the ZALORA shopping platform but also extending beyond its boundaries. The podcast further explores Alin's insights gained from his journey in the marketing industry, offering a valuable perspective on the changing landscape. Additionally, the conversation touches on the emergence of Generative AI and its incorporation into the customer experience on ZALORA. For a deeper understanding of these topics and more, tune in to the #CommerceTalk episode. If you want to know how ZALORA's Marketing and Advertising services can help your brand reach your target audience, reach out to us here: https://lnkd.in/gi9SQsHP