Marketing

In episode 26 of Total Retail Talks, Patrick Cassidy, who leads global digital brand marketing and social media content strategy for New Balance, the athletic footwear, apparel and accessories brand, discusses the company's shift from a point-in-time marketing approach to a consistent, year-round conversation with consumers, and the role content plays in this new strategy.

By using analytics and the vast data resources at your disposal, you can predict what your customers are going to do next.

Millennials are having a party, but it seems the invitations for most teen retailers never hit their mailboxes. Perhaps that's because such invites would've been issued via mobile phone. At a time when younger generations are spending upward of 80 hours a month on their mobile devices, several apparel brands are missing out on a commerce…

If  you're one of Pornhub's 60 million daily visitors, you might be wondering why you saw ads this month for clothing brand Diesel rather than, say, male enhancement pills or hot singles in your area. It was certainly no media-buying accident. In fact, the fashion brand bought prominent placement on the site from January through Valentine's…

One thing retailers can count on in January is innovation. Each year, retailers across the globe gather for Retail’s BIG Show hosted by the National Retail Federation (NRF). This year’s event covered the usual topics, such as payment technologies and improving the customer experience, but also demonstrated that there’s a big shift affecting the retail…

If you’re like 85 percent of retail marketers today, you’ve called in reinforcements. The vast majority of retailers use some kind of marketing technology, each designed to deliver on some part of the shopper journey. This has contributed to the massive growth of the industry. According to IDC, the marketing technology business is expanding at a…

Target has its bullseye on the "Hollaback Girl" singer. The retail chain is sponsoring a four-minute live video by Gwen Stefani during The Grammy Awards on CBS on Monday, an unprecedented move that capitalizes on the current vogue for live TV events. Stefani will perform the song "Make Me Like You," which is being released Friday. It's…

My father used to have a saying, “If you own a worm store, remember you aren’t simply selling worms, rather you're selling them the ability to catch the biggest fish.” While dad would be hard-pressed to tell you the difference between cashmere and cotton/polyester blend, it's amazing how much mid-tier retailers can learn from this…

Although the objective of both in-store and e-commerce marketers is to increase sales, they must employ different techniques to yield the same results. In truth, marketing for physical retail stores and e-commerce websites are two distinct endeavors because of the ways each attracts customers. Consumers don’t stumble upon online companies the same way they do…

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