Marketing

Getting caught up in cookie chaos isn’t doing retail brands any good. Marketers distracted by the directional shifts of deprecation progress — including Google’s latest delay — are once again forgetting what this change is about. Data signal loss is arguably a problem that the marketing space brought on itself. Created to help early web…

As consumer viewership continues to shift towards streaming, it’s clear the future of TV is digital. This digital future brings with it the critical need for retail marketers to make the most of their connected TV (CTV) advertising investments to drive conversions. With the growth of streaming viewership, we’ve seen impressive investment from the sector.…

Performance marketers have known for some time about the power of podcasts — promo codes and URLs don't lie! Direct response advertising in podcasts returns some of the highest conversion rates in the business, thanks to the unique relationship podcast listeners have with the host(s) and the content. It's easy to see how podcast ads…

The retail landscape has undergone a seismic shift in recent years, propelled by the rocket fuel of ever-evolving buying habits, inflation-driven price sensitivity, and the aftershocks of global conflicts. This article explores the trends that show the evolution of shopper expectations, the challenges faced by marketers, the methods employed for segmentation, and the current and…

Back-to-school marketing has always been a balancing act between exciting kids and appeasing parents. That’s not going to change for the 2024-2025 academic year. What could make the balancing act easier is the bifurcation of channels. Search is No Longer Only Google’s Game Though search will remain an important channel in back-to-school 2024, search is…

Brands are expected to spend $247 billion on social media marketing in 2024 to fight for consumers’ attention. With people spending more than two hours a day on social media, brands would be foolish not to spend their ad dollars on social platforms, right? According to recent data, brands may have it all wrong. For…

Retailers rely on up-to-date customer data to keep a pulse on consumer shopping habits, understand trends, and create targeted campaigns for very specific audience segments. Third-party cookies have long been a critical method of gathering that data. And while Google once again postponed its phaseout of third-party cookies, the extension doesn’t mean that marketers can…

In episode 451 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jon Arnold, executive director of marketing at Bridgestone Retail Operations, a tire and automotive family of brands including Tires Plus and Hibdon Tires Plus. Listen in as Arnold provides an overview of the company (1:00), discusses his career background and role at the organization…

Retail media will account for nearly 20 percent of global digital media spending this year and likely surpass social media spending by the next decade. With an annual growth rate of at least 21 percent through 2027, retail media is one of the fastest-growing advertising channels in marketing history. Driven by such impressive growth, industries…

Online sales accounted for nearly 20 percent of all retail sales worldwide in 2023, and retailers are beginning to rethink the way they approach brick-and-mortar stores. Recent announcements by industry giants Macy's and Best Buy, which are focusing on smaller-format locations, underscore the urgency for all retailers to adapt to evolving customer expectations and digitally…