Marketing

Responsible marketing delivers hard commercial returns by building trust with customers who are more worried than ever about their data and privacy. It's well established that winning and retaining customer loyalty comprises multiple elements, possibly the most important of which is trust. The 2020 Trust Barometer from Edelman says trust is the make-or-break difference for…

E-commerce is the fastest growing market in the retail industry. During the pandemic, we've seen a significant shift to digital from brick-and-mortar stores, which pushed retailers to improve their digital strategies. With this shift in consumer behavior, and more complex buyer funnels, pay-per-click (PPC) advertising is a must for any retailer trying to expand its…

We recently commissioned a study with Forrester Research to help us better understand something that we’ve heard from customers since the first day we went to market over six years ago: Why is innovation so hard around customer marketing and engagement? Why are emails still bland and unpersonalized? Why isn’t messaging fully omnichannel? Why is…

The 2021 back-to-school shopping season is in full swing. After a challenging 2020, industry experts think this year's sales could exceed $30 billion. To get a slice of that massive "money pie," retail brands should be willing to make a number of optimizations to their existing marketing campaigns. If you work for a brand that's…

In episode 310 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jeff Swearingen, global senior vice president of demand accelerator, venturing and global business services at PepsiCo, an American-based multinational food, snack, and beverage corporation. Swearingen discusses the business and consumer changes PepsiCo has experienced in the last year-and-a-half during the COVID-19 pandemic, and how his…

According to Bloomberg, Americans have saved a whopping $1.7 trillion since the onset of the pandemic. Economists expect a good portion of this will be spent during the so-called “revenge economy” this summer. Industries in travel, retail, and entertainment will surely have the most to gain as they were hit the hardest, but one question…

Total Retail, in conjunction with SMG, a leading experience management firm, recently produced a new report, The Changing Consumer: Adapting Digital Marketing Strategies to Acquire and Retain Today and Tomorrow's Customer. The comprehensive report addresses how retailers must adapt their marketing tactics to acquire and retain digital-savvy, channel-agnostic shoppers. This week I address best practices that retailers…

In today’s retail landscape, building connectivity with your consumers is more important than ever. Amplified by the past year’s events, e-commerce as a percentage of retail sales is rising at an accelerated pace. Online searching and one-click purchasing have conditioned us to a more transactional style and faster speed of consumerism, while viewers and shoppers…

Global content consumption doubled in 2020, and in 2021 it has shown no signs of slowing down. As consumers, we have access to an incredible amount of articles, videos, social media pages, and all kinds of media that can publish ads alongside it. Today, you'll rarely see content without an ad — and if you're…

It’s 2021 and the world offers more ways to shop than ever before. Brands must make an effort to integrate promotions and purchase functionality directly into the digital channels where consumers are spending time. Here are a few things to keep in mind when putting your best foot forward to boost sales and visibility in…