Marketing

People are constantly inundated with advertisements — on their devices, on billboards, on public transit, etc. With so many competing messages coming from all angles, brands have to work hard to stand out from the crowd by creating ads that tell a compelling story. One premier culinary appliance retailer was determined to set itself apart…

E-commerce activity has shown few signs of slowing since the pandemic-driven surge, compelling retailers to increase investment in digital commerce capabilities and online media networks. Through these networks, retailers are generating incremental advertising revenues by giving brands access to relevant shoppers across their network of websites, mobile applications, and other digital assets.  While online shopping remains extremely…

In a privacy-first world where new technologies are evolving rapidly, the digital marketing industry is experiencing an upheaval due to its historic lack of standardized measurement and attribution. As e-commerce businesses struggle to adapt their approaches to performance reporting, companies that don't prioritize deeper analytics investments will face greater challenges than others. Let's take a…

Getting caught up in cookie chaos isn’t doing retail brands any good. Marketers distracted by the directional shifts of deprecation progress — including Google’s latest delay — are once again forgetting what this change is about. Data signal loss is arguably a problem that the marketing space brought on itself. Created to help early web…

As consumer viewership continues to shift towards streaming, it’s clear the future of TV is digital. This digital future brings with it the critical need for retail marketers to make the most of their connected TV (CTV) advertising investments to drive conversions. With the growth of streaming viewership, we’ve seen impressive investment from the sector.…

Performance marketers have known for some time about the power of podcasts — promo codes and URLs don't lie! Direct response advertising in podcasts returns some of the highest conversion rates in the business, thanks to the unique relationship podcast listeners have with the host(s) and the content. It's easy to see how podcast ads…

The retail landscape has undergone a seismic shift in recent years, propelled by the rocket fuel of ever-evolving buying habits, inflation-driven price sensitivity, and the aftershocks of global conflicts. This article explores the trends that show the evolution of shopper expectations, the challenges faced by marketers, the methods employed for segmentation, and the current and…

Back-to-school marketing has always been a balancing act between exciting kids and appeasing parents. That’s not going to change for the 2024-2025 academic year. What could make the balancing act easier is the bifurcation of channels. Search is No Longer Only Google’s Game Though search will remain an important channel in back-to-school 2024, search is…

Brands are expected to spend $247 billion on social media marketing in 2024 to fight for consumers’ attention. With people spending more than two hours a day on social media, brands would be foolish not to spend their ad dollars on social platforms, right? According to recent data, brands may have it all wrong. For…

Retailers rely on up-to-date customer data to keep a pulse on consumer shopping habits, understand trends, and create targeted campaigns for very specific audience segments. Third-party cookies have long been a critical method of gathering that data. And while Google once again postponed its phaseout of third-party cookies, the extension doesn’t mean that marketers can…