Marketing

What if retailers could create a highly personalized communications plan for every individual in a database? What if the personalization was reflected across more than just content, but also cadence, preferred channel, layout, offers and more? Furthermore, what if your brand’s marketing plan could adapt in real time to meet each customer’s evolving preferences and…

In this video, Linh Calhoun, chief marketing officer of Replacements, Ltd., talks about the evolution of the role of the retail marketer; technology's influence on marketing strategy; and her advice for rising marketing leaders. She also shares Replacements Ltd.'s new campaign highlighting the generational relevance of its product, enabling customers to maintain old traditions and…

Let me begin — as you’ve often heard — with a focus group of one. But I believe my grandmother, at least as a marketing data point — not as a unique individual — is extendable. Nanny as she is known in our family, turns 100 this fall. Like many in the centenarian club, she…

Hey CPG marketers, we see you. Your job is harder than it has even been before and with more money on the line. In 2023, CPG brands spent more than one quarter of their overall budget on marketing. CPG marketing has turned into a more complex and layered puzzle. You're trying to grab attention on…

The recent U.S. dockworker strike has been resolved for now, but brands must remain vigilant against unexpected delays that can impact holiday deliveries. One thing that's certain is uncertainty. Factors such as natural disasters, labor disputes, transportation disruptions, customs delays, and global supply chain issues can all impact delivery timelines. The possibilities are endless. This…

In this video interview, Alexandra Mason, vice president of portfolio marketing at Ames Watson, a private holding company that owns Lids among other retail brands, discusses the evolution of retail marketing and technology's influence on marketing strategy. In addition, Mason shares advice for aspiring marketing leaders and why she enjoys working in the retail industry.…

The demarcation between online and offline shopping experiences is fading rapidly. Today, customers do not distinguish between the two, navigating fluidly from digital to brick-and-mortar channels in their purchasing journey. This evolution in consumer behavior underscores the critical importance of omnichannel marketing, transforming it from a mere competitive edge to an indispensable business strategy. According…

Remember the days when brands only needed to advertise on a handful of TV channels, in print newspapers and magazines, and that was enough? These were the primary media for brand building for generations. However, with the decline of print media and the explosion of streaming content providers for video entertainment, these channels are no…

Back to school isn’t just for August. Halloween isn’t just for autumn. Christmas in July might have been the start, but PSLs are popping up in the dog days of summer — and consumers love it. For retailers and marketers, this shift in the holiday timeline marks a critical change, especially as they look to…

In a tough economic landscape and presidential election year, it’s important to know the right strategies to win the holidays amid these challenges. After all, in times of uncertainty, people are less apt to spend their hard-earned dollars. With the holiday season approaching, this might be worrying for some marketers and retailers. Not only for…