Marketing

James Gregson, digital creative director at LEGO Group, reminds marketers of the importance of social media fundamentals in a rapidly changing economic and social climate.  Avenue Code: Tell us about your personal career path. How did you get to where you are today? James Gregson: As someone who wasn't academically oriented, my career path was…

It was early 2020. Retail was confident it had the right marketing strategies, technology and understanding to reach and guide customers, no matter where they were and under any circumstance. Then suddenly everything changed and one of the very few unanticipated scenarios came into being. A pandemic required everyone to hunker down, undermined confidence, raised…

To say 2020 has been one heck of a year is an understatement. From the pandemic, lockdowns and retail stores filing for bankruptcy, the advertising industry took a major hit this year. Before the COVID-19 outbreak, global advertising investment was estimated to grow 7.1 percent in 2020. Now, it's estimated to see a brutal contraction of…

Luscious red lipsticks, dramatic eyes, seasonal shades, and colors that pop: it’s obvious why retail and beauty advertisers have historically leaned into visual-centric marketing strategies, opting to spend on digital display, video and native. The flip side of this approach? They may miss the opportunity to play to consumers’ other senses — most notably, sound.…

This year, retailers will need to capture the imagination of consumers as they consider the holiday season like no other. Immersive online experiences that are beautiful, personal, innovative and value driven will rule the season across every price point. To deliver a digital customer experience that's memorable and engaging for the 2020 holiday season, most…

The holidays are here and e-commerce marketers are mapping out how to cope with the increased demand and competition this year will bring. To compound the seasonal rush, e-commerce continues to accelerate, and businesses are trying to plan ahead to jump-start their 2021 e-commerce sales. As they do, retailers are looking toward omnichannel strategies for…

We’re living in unprecedented times. Consumer behaviors and shopping habits are changing dramatically, leading us to a “new normal” in the soft goods sector. The decisions being made by the major brands are make-it-or-break it, measured by whether they can survive to the other side of the pandemic. Key to navigating these coming months of…

This holiday season, it’s reasonable for brands and shoppers to feel lost, searching for a responsible and meaningful way to promote and use products amid a global pandemic and fraught political and social environment. It’s easier now than ever for brands to make a misstep in their marketing and advertising efforts. While there’s no one-size-fits-all…

A year that has seen a pandemic, social unrest, natural disasters and political turmoil has left consumers stressed out and uncertain about their futures. In this context, the aggressive sales and marketing tactics of previous holiday seasons will not only be less effective in 2020, but can make a brand seem tone deaf. Instead, brands…

The holiday season can certainly be a demanding time for retailers. Juggling the unpredictability of supply and demand, an increased volume of shoppers, and maintaining a competitive edge are tough. Throw in a global pandemic, and it becomes a whole different "nightmare before Christmas." This year, retailers need to be even more meticulous in their…