SAN MATEO, Calif., Nov. 7, 2017 / PRNewswire/ – Rakuten Marketing, a leading technology company that enables brands to increase sales through data-driven marketing, today shared operating results for clients leveraging the company’s Integrated Marketing Solution (IMS) – the Rakuten Marketing digital advertising technology and services offering that enables Fortune 1000 and Internet Retailer 500 brands and advertisers to compete profitably across marketing channels. As a part of today’s announcement, the company also reports it has finalized the integration of its recent acquisitions, including NextPerf, Manifest, Deep Forest and DC Storm. The completion of this integration is marked by the consolidation of all its technology, data insights, sales and services teams, and operations.
Rakuten Marketing IMS is a combination of the company’s affiliate, display and search solutions that provide large brands, including JanSport and Lacoste, with a cohesive, revenue-generating digital marketing program. IMS clients leverage strategic insights from Rakuten Marketing Cadence and Rakuten’s owned data insights, supported by the company’s tenured services team, to optimize advertising spend across all channels and devices with maximum transparency, efficiency and return. Since launching in 2014, IMS clients have outperformed individual channel clients by nine times and performance has more than doubled year-over-year in 2017. As Rakuten Marketing announces the completion of its acquisition integration, the company reinforces its commitment to replicating this performance for all clients.
According to Rakuten Marketing CEO, Tony Zito, “In a world dominated by Amazon, Facebook and Google, it’s critical that brands recognize that the consumer experience drives advertising performance. Consumers do not see brand relationships through channels. By centering our business on client success, rather than channel success, we are strategically ensuring clients reach their target consumers through the right channel, with the right message. This benefits the consumer with advertising that enhances their shopping experience, and it benefits our clients with exceptional ad performance. We have already seen what’s possible with our IMS solution and are passionate about uncovering new innovations and opportunities that arise with further alignment.”
As part of its consolidation, Rakuten Marketing has developed a data division dedicated to identifying performance opportunities that allow brands and publishers to strategically leverage insights from across the Rakuten group ecosystem of over 70 digital businesses. Through this, Rakuten Marketing offers the unique ability to aggregate audience data that can more intelligently inform a brand’s or publisher’s online advertising strategy and performance. Combining the valuable and differentiated data owned by Rakuten, with data from third-party partners and a brand’s owned first-party data provide Rakuten Marketing clients with highly targeted advertising power that exceeds the offerings of typical digital advertising providers.
Through Rakuten Marketing IMS, brands have seen exceptional operational performance. Among Rakuten Marketing IMS clients is Internet Retailer 500 fashion brand Lacoste, which experienced improved lifetime value as an IMS client – consumers who converted and returned spent an extra 25 percent on top of the initial revenue. The brand specifically found success among consumers who received search and affiliate ads, with 13 percent of search consumers and 17 percent of affiliate consumers purchasing again within six months. This is significant given the importance of repeat purchases in building consumer loyalty. While only 27 percent of first-time purchasers will purchase a second time, but 45 percent of two-time purchasers will purchase again, and 66 percent of those who have purchased five times will purchase again.
According to Kaitlin Moughty, Director of Ecommerce, Lacoste, “Working with Rakuten Marketing has been very rewarding for our brand. They go above and beyond to provide opportunities to gain market insights, new customer data and strategy optimizations that aid us in ensuring our omnichannel marketing efforts are effective. With each learning, we see growth in our campaigns.”
Today’s announcement comes on the heels of earlier news of a centralized Rakuten Marketing publisher ecosystem across its affiliate, display and search marketing channels. This strategic business move arms Rakuten Marketing clients with greater insights and data to better optimize their online ad inventory, including how advertising is priced and sold; where ads are most likely to deliver profitable performance; and, ultimately, how and where ads deliver the best online consumer experience.
To learn more about Rakuten Marketing, its latest business developments and Integrated Marketing Solutions visit RakutenMarketing.com.
About Rakuten Marketing
Rakuten Marketing industry leading solutions empower marketers to thrive in their evolved role and achieve the full potential of digital marketing, efficiently and effectively, with data-informed insights that create consistent, engaging and influential experiences across screens. Offering an integrated solution, along with unique insights and consultative partnerships, Rakuten Marketing delivers the tools that marketers need to increase efficiency, productivity and performance.
Rakuten Marketing is a division of Rakuten Inc. (4755: TOKYO), one of the world’s leading Internet service companies. The company is headquartered in San Mateo, California, with offices in Australia, Brazil, Japan, the United Kingdom, and throughout the United States. Follow us on Twitter or learn more at https://rakutenmarketing.com/.
Sr. Director, Communications