Content Marketing

The holiday shopping season has long been a cornerstone of commerce — from retailer campaigns to gift-wrapping consumers, the coming months are a heyday for building brand affinity and driving purchases. However, how consumers discover and purchase products is evolving rapidly, with content creators playing a crucial role in shaping purchasing behavior. According to a…

Brand loyalty isn't the be-all and end-all of e-commerce success. In today's digital marketplace, product content often clinches the sale. According to 1WorldSync’s 2023 Product Content Benchmark Report, 84 percent of online shoppers prioritize detailed product information over recognizable brand names. Overwhelmed with infinite options, consumers demand certainty before they commit. Artificial intelligence has burst…

The Rise of Authenticity in the Age of TikTok Amid the pandemic, TikTok exploded onto the scene with a flood of raw, no-frills content. Users shared unfiltered glimpses of everyday life which captivated millions with laid-back authenticity. Authenticity at the time was more about the rawness of these visuals than the meaning behind them. However,…

Suresh Kumar, Walmart’s global chief technology officer and chief development officer, says, "We’re in a new era of retail defined by profoundly personal shopping experiences. Each shopper defines how, where and when they obtain goods, and context is key. The 'why' behind the purchase. Retailers must predict shoppers’ needs, reduce decision-making, and enable highly personal…

As consumer shopping habits expand beyond weekend trips to the brick-and-mortar store to now include online browsing, detailed product content has continued to grow in importance. It’s often the first impression retailers make and how consumers experience it can mean the difference between a quick bounce from your website and a longer shopping session that…

People are constantly inundated with advertisements — on their devices, on billboards, on public transit, etc. With so many competing messages coming from all angles, brands have to work hard to stand out from the crowd by creating ads that tell a compelling story. One premier culinary appliance retailer was determined to set itself apart…

Why is there such an emphasis on buyer personas today? Because buyer-driven websites are two to five times more effective and easier to use by their targeted audience. Studying and understanding buyer personas — research-based profiles depicting a target customer — helped 82 percent of companies connect with their customers and create an improved value…

In this webinar, our experts will discuss best practices for incorporating and measuring direct mail in your buyer’s journey.

Picture this: You need a new pair of running shoes so you visit a website to do a little research. Your screen fills with page after page of options. Before long, it’s information overload and you’re paralyzed by choice. You end up clicking on a pair from a brand you recognize. But that logo alone…

In episode 437 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kevin Duffy, CEO of iFIT, a global fitness and connected content company operating brands NordicTrack, ProForm, and Freemotion. Listen in as Duffy provides an overview of the fitness technology business (0:45), how iFIT creates engaging, personalized experiences for its members (2:15), identifies its key…