Content Marketing

Hodinkee CEO on its Use of Content to Fuel Commerce
July 17, 2023 at 5:54 pm

In episode 410 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jeffery Fowler, CEO at Hodinkee, an influential editorial and e-commerce site for new and vintage wristwatches. Fowler provides an overview of the Hodinkee business, including its start as a blog (0:58), his professional background that led him to join the brand (7:00), and the drivers…

Lean Into This Digital Content Strategy to Combat Rampant Returns
July 12, 2023 at 2:05 pm

It’s estimated that 30 percent of apparel and shoes purchased online are returned. And per the National Retail Federation, the projected cumulative cost of returns last year was $761 billion (this equates to 17 percent of all purchases, an 11 percent increase from our previous year's research). Returns are an expensive proposition for retailers. As…

2023: The Dawn of Shoppable Content
June 27, 2023 at 12:06 pm

Since the moment Bulova watches debuted the first television ad during a baseball game in 1941, TV advertising has had a last-mile quandary: How do brands convert the desire to purchase into actual sales? With the dawn of digital advertising and its clear path to conversion, advertisers began shifting their dollars away from TV. Now,…

Retail Metaverse: Brands' Key to Success in Digital Shopping
June 13, 2023 at 9:46 am

Have you ever wanted to buy out a billboard next door to Snoop Dogg’s mansion? While this may have just been a very specific pipedream a few years ago (and highly dependent on how close Snoop’s mansion is to Highway 101), it's now a very real possibility in the metaverse. Once a futuristic buzzword, the…

How Small Businesses Can Improve Their Digital Marketing in the Blink of an AI
May 23, 2023 at 4:18 pm

Technology is advancing at an extremely fast pace — just look at how quickly ChatGPT has become a household name. It has dominated news cycles and heightened our awareness and understanding of where, and how, artificial intelligence (AI) is impacting our lives. From digital assistants like Siri, to predicting customer behavior and preferences, AI is…

How Retailers Can Unleash the SEO Power of UGC
May 11, 2023 at 3:57 pm

I'm an everyday shopper like many of you. Say you're interested in buying something but you haven’t committed to the exact product or brand that you want to purchase. What’s the first thing you do? If you're like the majority of shoppers out there, you search online to find more information about the product, to…

Authenticity Matters: Engaging Gen Z With Live Reaction Campaigns
April 24, 2023 at 1:02 pm

The ripping sound of opening packages played a bigger role than anyone expected in creating today’s creator economy. Eagerly watching YouTubers removing new products from their packaging were among the first successful binge-worthy online productions. With new social media channels and more and more influencers competing for viewers and likes, unboxing needed a makeover. Authentic…

How to Market Effectively Amid Economic Uncertainty in 2023
January 26, 2023 at 11:32 am

Ever since the COVID-19 pandemic, the economy resembles a chaotic rollercoaster ride that we can’t seem to get off. As a result, many companies are tightening their budgets and applying heightened scrutiny to their overall business strategies. An area in particular that's sometimes the first to go is marketing, but that can actually cause more…

How I Built My Brand on Instagram and You Can Too
November 17, 2022 at 2:43 pm

I’m someone who after a night out with friends is likely to fall asleep with my makeup on. And I know I’m not alone. That’s why I wanted to create makeup that acted like skincare and would improve my skin over time. After working to develop samples (and testing them myself by having me and…