Content Marketing

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…

For e-commerce marketers, the demand for fresh, high-quality visual content is relentless. In addition to your website, you need visuals for display ads on multiple channels as well as on organic and paid social. Not only has this content got to stand out from your competitors, but it needs to be continually refreshed to keep…

Every industry, including retail, is feeling the effects of moving away from the reliance on third-party cookies. However, this shift is also bringing us back to the essence of marketing — making content that audiences really connect with emotionally. It’s not just a challenge; it’s an opportunity for retail marketing to have a total creative…

Emerging technologies, including the rapid development of artificial intelligence-driven tools, are driving some of the most creative campaigns in the marketing industry’s history. The options for personalizing content based on customer preferences, behaviors and buying history are evolving before our eyes. These tools are giving marketing teams the ability to enhance and grow loyalty programs…

For several years now, retailers have been deploying creative digital marketing tactics and transforming how consumers engage with them online. But what if they’ve been doing it all backward? A recent digital experience benchmark report found 85 percent of consumers are unhappy with their online shopping experience, so there’s room for improvement. Companies looking to…

Last month, online retailer Zulily and Michelin-starred celebrity chef — and dad of two — Curtis Stone ("Iron Chef," "Top Chef Masters," "Top Chef Jr.") teamed up to take the stress out of back-to-school lunchbox planning. The back-to-school season puts a lot of pressure on parents’ wallets, especially at the grocery store, where food prices are increasing. Furthermore, time is…

In a crowded school supply marketplace where consumers shop in-store and online, brands are trying many approaches to stand out from the competition. The most successful brands recognize the potential of omnichannel experiences in maximizing back-to-school sales. By seamlessly integrating online and offline channels, these brands create a cohesive, personalized shopping journey that engages consumers…

Google’s Perspectives filter, which began rolling out in June this year, aims to point searchers to content from "real people" when it deems it helpful to their query. Searchers can click on the Perspectives tab in the search results to see relevant “long- and short-form videos, images, and written posts that people have shared on…

With recent headlines showing influencers are lying about products, to social platforms expanding their noninfluencer features, it’s clear consumer preferences are shifting and influencers no longer hold the power over consumer purchases as they once did a few years ago. Why is this the case? A lack of authenticity from influencers and sponsored content is…

Today’s retail environment demands ultra-relevant customer experiences (CX). Consumer needs change swiftly, inventory moves fast, and trends come and go. By creating content informed by evolving customer data, businesses can drive engagement, differentiate their brands, and deliver exceptional CX that keep customers returning for more. Most retailers aren’t there yet, however. A content gap stands…