Marketing

Simple, one-time transactions contribute to revenue and the bottom line. More importantly, sustained customer relationships optimize lifetime value, which a brand can build by following the Marketing Rule of 7. The Marketing Rule of 7 is a simple yet powerful strategy based on the concept that consumers need to encounter a brand’s message at least…

As connected TV (CTV) consumption continues to rise, advertisers have a unique opportunity to engage high-intent shoppers at scale. Whether consumers are researching products, comparing brands, or making final purchase decisions, CTV is a powerful channel for influencing buying behavior throughout the customer journey. According to eMarketer, 43 percent of CTV viewers find TV ads…

Retail media is one of the fastest-growing advertising channels. Estimates from eMarketer anticipate that U.S. retail media ad spending will increase by 88.5 percent from 2024 to 2028. This growth will bring significant investment from retailers as they expand their marketplace offerings. However, unchecked excitement could lead to a rushed retail media deployment that fails…

Big news came out of the Consumer Electronics Show (CES) this year with the launch of Amazon Retail Ad Service, offering up the marketplace giant’s retail media technology to retailers in beta. At first glance, it sounds exciting to adopt the same technology that’s enabled Amazon to secure exceptional advertising profits over the years. But…

The old adage that “marketers waste half of their media spend, but don’t know which half” is fading quickly as more of their advertising goes to highly measurable digital channels. However, more data doesn't necessarily mean more understanding. Modern marketers are faced with an entirely new measurement challenge: how to make sense of it all…

Nike’s newly announced collaboration with Kim Kardashian’s SKIMS to create a line of co-branded shapewear is creating real buzz with consumers, retailers and marketers. They announced that their new brand will “disrupt the global fitness and activewear industry with best-in-class innovation in service of all women athletes.” But when viewed through the lens of Nike’s…

The retail media hype seems to have hit a fever pitch over the past 12 months, but the dollars flowing in proved that it’s far more than just an ad tech-driven buzzword. eMarketer says the ecosystem raked in about $43 billion in 2023, and it’s now expected to reach nearly $85 billion by 2027. Big…

As Black History Month unfolds, Black-owned and founded beauty brands are making profound strides in championing what inclusivity looks like in the beauty industry. PATTERN Beauty, Danessa Myricks Beauty, EADEM, and Fenty Beauty are all examples of industry disruptors that are guiding the way forward, setting new standards for representation and transparency. Their influence extends…

The marketing landscape has undergone a seismic shift. Record-high advertising costs and increasing competition have forced marketers to rethink traditional strategies. At SciPlay, we’ve embraced a data-driven, tech-powered approach to navigate these challenges. By leveraging advanced analytics and predictive modeling, we’ve not only optimized our marketing spend but also supercharged our creative output. A Data-Driven…

Across industries, from finance to healthcare, the term “black box” universally denotes complex models shrouded in mystery. Marketing is no exception, with artificial intelligence-fueled campaigns that can fly fast and on auto-pilot while largely remaining an enigma to their human users. The fact is, many AI-based ad-buying tools aren’t known for their transparency. It may…