The power of feeds: How to build strong underlying data to drive successful digital marketing programmes

Melissa Reilly and Todd Bowman

Journal of Digital & Social Media Marketing, 2017, vol. 5, issue 3, 236-245

Abstract: Digital marketing channels that rely on data from a product feed are growing to be a strong influence in a retailers’ overall programme. As channels that rely on product feeds continue to grow in volume, it is important for retailers to put the proper investment into feed management and optimisation to stay ahead of their competitors. This paper explores how retailers should approach feed management, what values are most important in the feed, considerations for different product-focused marketing platforms, and what the future holds for feed-based channels.

Keywords: Google; Bing; Amazon; product feed management; paid search; marketplaces; digital marketing; PPC (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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