Marketing

The pandemic has created more chaos for the retail industry than arguably for any other. Despite all of the turbulence, the overall strength of the sector hasn't weakened. The COVID-19 lockdowns sparked a pendulum swing away from physical retail to e-commerce, but in the long term, traditional shopping will remain important. According to the latest…

As we saw in part one of this article, consumers today want more personalized engagement. However, retailers can’t deliver on personalization without capturing better data that can help them improve the customer experience and keep shoppers engaged. So, while brands are working hard to gain customer confidence and acquire data, they’re stumbling at the final…

Disruption has become the buzzword of the past six months. Typically a term reserved for groundbreaking new technologies, the ongoing pandemic has been the first major disruption in a long time. It has forced people to stay inside, and it has changed the way we work and interact. For many retailers, this could be the…

So much of life today is happening in front of the television. For consumers in the U.S., most of whom are spending far more time at home, the TV has once again become the cornerstone of daily entertainment and family time. According to Nielsen, viewership amid the pandemic has increased by as much as 60…

Context marketing incorporates timing and context into your content marketing strategy. You may be wondering what context marketing is in the first place. Context marketing is delivering the right content, to the right prospects, at the right times. It’s more or less all about the timing. Having context allows you to market your service or product…

No one could have predicted this year’s drastic shift in consumer behavior as shoppers were relegated to their homes, or that this behavior would solidify into habit even as lockdowns eased. Retail, of course, shifted online, as there was no other option for consumers. However, the magnitude of this e-commerce shift and the evidence that…

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.…