Marketing

In this video interview, Alexandra Mason, vice president of portfolio marketing at Ames Watson, a private holding company that owns Lids among other retail brands, discusses the evolution of retail marketing and technology's influence on marketing strategy. In addition, Mason shares advice for aspiring marketing leaders and why she enjoys working in the retail industry.…

The demarcation between online and offline shopping experiences is fading rapidly. Today, customers do not distinguish between the two, navigating fluidly from digital to brick-and-mortar channels in their purchasing journey. This evolution in consumer behavior underscores the critical importance of omnichannel marketing, transforming it from a mere competitive edge to an indispensable business strategy. According…

Remember the days when brands only needed to advertise on a handful of TV channels, in print newspapers and magazines, and that was enough? These were the primary media for brand building for generations. However, with the decline of print media and the explosion of streaming content providers for video entertainment, these channels are no…

Back to school isn’t just for August. Halloween isn’t just for autumn. Christmas in July might have been the start, but PSLs are popping up in the dog days of summer — and consumers love it. For retailers and marketers, this shift in the holiday timeline marks a critical change, especially as they look to…

In a tough economic landscape and presidential election year, it’s important to know the right strategies to win the holidays amid these challenges. After all, in times of uncertainty, people are less apt to spend their hard-earned dollars. With the holiday season approaching, this might be worrying for some marketers and retailers. Not only for…

Q4 is a fruitful time for many businesses. However, with every advertiser vying for consumers’ attention, the holiday season can also be extremely competitive. CandleScience, a candle and soap making supplies company, added a new performance channel to its marketing mix to remain top of mind with shoppers leading up to and through the holidays.…

Beyond retail media giants like Amazon.com and Walmart, there’s a growing host of retailers that are still grappling with how to transform themselves into media entities. At the same time, the retail media teams inside these companies are being tasked to grow at 10, 20, or even 50 times the rate at which the core…

e.l.f. Beauty reported a 50 percent gain in net sales in the first fiscal quarter of 2024 and increased its full year forecast as a result. The company reported a net sales of $324.5 million, saying the increase — from $216.3 million a year ago — was a result of both its brick-and-mortar and e-commerce…

After years of delay, Google says it will no longer cancel and replace third-party cookies for its internet browser Chrome, reports CNBC. Cookies are used by advertisers to track users across multiple sites and deliver targeted ads. In 2020, Google said it would end support for those cookies by early 2022 once it figured out…

Planning for the end-of-year holiday shopping season is already well under way for many retailers. As strategies are hammered out, it’s critical to understand what consumers are looking for and where their preferences lie this year. While inflation has slowed, it hasn’t stopped impacting wallets. Vericast recently conducted consumer research to uncover how people are…