Sean Crawford, Managing Director for North America at SMG, was recently invited to appear on InfoSum’s Identity Architects podcast. Sean joined Ben Cicchetti, SVP, Marketing & Communications at InfoSum, to discuss all things SMG, the evolution of commerce media, SMG’s latest RMN partnerships with WHSmith North America and Deliveroo, and our continued commitment to diversity, equity, and inclusion.
It’s a great episode, listen here, and get the highlights below!
“Everyone in this space, especially in retail media and commerce, shouldn’t be focused on just selling ads. If we’re doing that, it’s kind of a short-term buck, right? We should be creating really memorable experiences for customers to engage with brands and to discover brands and then to ultimately, hopefully, be long-term lovers of that brand.”
“I get very frustrated when I hear people saying that retail media is just a digital thing. ‘Oh, it can just be a digital screen in a store, or just audio, or just on-site, or just offsite.’ I think retail media and commerce media as a whole for SMG is any touchpoint that links to a point of purchase and is informed by data and measurement.”
“What’s changed over the last couple of years is the power of data. The data has ultimately been allowing Retail Media Networks, as well as those advertising with Retail Media Networks, to make informed decisions on what they’re doing with their advertising, and then being able to attribute that back to a sales point.”
“Not everyone can do this by themselves. Not everyone can be a walled garden. Not everyone can be Amazon. Nor should they be. Focus on what you’re good at. Focus on what your point of differentiation is, but then look at where there’s natural synergies in the market to help deliver that.”
“Diversity makes us stronger. It’s nothing to fear. It’s something that actually brings multiple talents and multiple perspectives into a business. The biggest flaw any business can fall into is just having lookalikes of each other and robots of each other.”
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