Content Marketing

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…

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…

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…

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…

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…

Over the past few years, we've seen massive growth in the number of online influencers and sellers, thanks in large part to the rise of the creator economy. Some estimates say approximately 50 million people worldwide are currently creating some form of content. However, many creators don't know how to grow their brand and successfully…

Demand for authenticity and representation from brands has caused the traditional influencer marketing model — which centered on brand-sponsored content from high-profile social media users — to decrease in its ability to engage and build trust amongst consumers. And with consumer spending starting to decrease as prices continue to climb, retail brands wanting to maintain customer loyalty…

With the spring shopping season coming up, most brands are focusing their marketing strategies on customer acquisition and sales revenue for the busy shopping months, when in reality, spring purchases should be the beginning of the customer lifecycle, not the end. In fact, if companies were to emphasize customer retention by just 5 percent, they…

The surge in e-commerce over the last couple of years contributed to a noticeable shift in consumer behavior — there’s no denying that. Instead of being drawn to in-store ambiance with décor and lighting or influenced by physical experiences with products, shoppers now make purchase decisions after engaging with imagery, video and other visual elements…

The retail sector was hit especially hard by the pandemic, with restrictions minimizing in-person sales, supply chain disruptions impacting inventory, and the Great Resignation hitting the labor force. To stay competitive, retailers pivoted to alternative strategies that allowed them to continue to engage with consumers, and keep them coming back for more. An area that…