Marketing

Following a year when being inside the home was synonymous with the terms “lockdown” and “social distancing,” consumers are finding themselves more eager to be away from home. When consumers get out, they're engaged and active, offering an ideal state of mind to be receptive to an advertiser’s messaging. Therefore, reaching consumers out in the…

It’s been over a year since store-first brands suddenly found themselves on the same digital playing field as pure-play direct-to-consumer (D-to-C) brands for the first time in history. One of the many things we learned from this unintentional experiment is that brands that once generated up to 85 percent of their revenue offline simply weren’t…

How effective a digital marketing strategy is will often be the difference between the success of a modern business and its downfall. Like anything that requires forward thinking, the more preparation and detail that can be put into these strategies the better. Digital strategies require the setting up of business goals and the initiation of…

More than a decade ago, Forbes proclaimed "The QR Code is dead. Long live the QR Code!" which feels even more relevant today, if you can believe it. Over the years, marketers have had an on-again, off-again love affair with these two-dimensional codes. What was once seen as a way to connect the digital and…

Since the first announcement in June 2020, online retailers have been preparing for the upcoming changes in IDFA tracking. Preparing for this has been a grueling process at times, where retailers must ensure that every aspect of their business is enabled to continue operations without significant risks to business once the upcoming iOS14 tracking changes…

How people consume and engage with a brand differs online and offline. Both are important for nurturing consumers and moving them along the journey to conversion. Integrating your online and offline marketing strategies can help to deliver a consistent brand message, and is more effective at driving action from consumers than treating both mediums in silos. In this article, I examine why businesses should look to integrate their online and offline marketing, and how successful…

The retail industry has experienced more bankruptcies in the past few months than we’ve seen in years. Naturally, financial teams have been auditing their investments and operating costs, and looking for opportunities to eliminate waste and redundancies. I’ve participated in a number of CFO-driven meetings over the last several months, designed to give financial executives…

After the onset of COVID-19, the world was abuzz with how the retail industry would fare. There were early signs that online shopping was surging, but nobody expected e-commerce penetration to grow by 27 percent in only eight weeks. Looking back at an unprecedented year for online retail sales, there are other trends that we…

With the COVID-19 pandemic further shifting consumer retail buying habits online, it's more important than ever for companies to utilize tools that help them thrive in an increasingly competitive landscape. According to a recent McKinsey & Company report, “the shift to online retail is real, and much of it will stick.” However, only 60 percent…

It has never been clearer that mobile channels are where customers are. In 2020, consumers spent an average of 4.2 hours per day on their phones. At the same time, conversion rates for e-commerce hit a record, reaching 3.5 percent on Black Friday and Cyber Monday this past year. While that is way up from…