Marketing

You’ve probably heard that Google Analytics for digital marketing professionals is undergoing a major change. As of July 1, 2023, Universal Google Analytics will no longer accept data. At that point, companies that want to use a Google product to gauge their site analytics will have one choice: Google Analytics 4. The new Google Analytics 4 isn’t exactly new:…

While the COVID pandemic brought dramatic shifts in employment that disrupted many lives, it also created a record-breaking number of entrepreneurs — driving the largest increase in new business applications in history. But as many of these new retailers adjusted to a “click to brick” economy, finding the time to build their brand in a…

Two-and-a-half years into my foray going from consultant to owning my own e-commerce business, I've realized a few things. No matter what we do, what other platforms we do business on with Premo Guard, Amazon.com is still the 800-pound gorilla in the room. And that frustrates the (insert expletive here) out of me. Now I'm…

In episode 350 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kadian Langlais, chief marketing officer of Renfro Brands, a leading designer, manufacturer and marketer of quality socks and legwear products. Langlais discusses the 100-year-old brand (1:02), her professional background in retail (3:12), and the impact that inflation and supply chain disruptions are having on…

Ulta Beauty is joining several major retail chains by introducing a new retail media network. Known as UB Media, the network allows brands to send targeted ads on Ulta Beauty’s app, website and other digital channels, such as email. It also lets marketers use Ulta Beauty’s shopper data to better place ads across the web.…

When we think about big revenue-generating opportunities on the calendar, we typically focus on November and December, particularly Black Friday. But sales on Black Friday last year — both in-store and online — dropped below pre-pandemic levels. Heading in the opposite direction is May, which is quickly becoming one of the most important revenue-generating moments of the…

The rollercoaster of the past two years has resulted in important new dimensions of consumer sentiment that are essential to understand if you want to acquire and retain customers effectively. Basic demographic-driven targeting and messaging don’t account for a human’s unique experience of the world as it’s evolving. Today’s brands need to understand and address…

Entering 2022, privacy technology was identified as the top prediction for increased marketing investment to look for throughout the year. Consumers have voiced anger, confusion and suspicion over company breaches, unwanted sharing of personal information, and collection of data from other entities. A survey right before the new year, seen in Forbes, showed that almost…

There has never been a more opportune time to start and grow a business. Each year, an average of 30,000 new CPG products launch. But the problem most companies face today is acquiring the resources and capital to support their growth. To address this challenge, emerging brands should invest in these four major areas. Improve inventory…

Is word of mouth marketing dead? Far from it. A recent survey of small business owners showed that over 63 percent of entrepreneurs considered it their most effective marketing channel, compared to social media (13.3 percent) and digital ads (6.3 percent). What exactly does “word of mouth” mean these days, though? With the pandemic accelerating our…