Marketing

How CandleScience Lit Up its Holiday Sales With Connected TV
August 26, 2024 at 8:36 am

Q4 is a fruitful time for many businesses. However, with every advertiser vying for consumers’ attention, the holiday season can also be extremely competitive. CandleScience, a candle and soap making supplies company, added a new performance channel to its marketing mix to remain top of mind with shoppers leading up to and through the holidays.…

e.l.f. Beauty Reports 50% Quarterly Sales Increase
August 12, 2024 at 3:25 pm

e.l.f. Beauty reported a 50 percent gain in net sales in the first fiscal quarter of 2024 and increased its full year forecast as a result. The company reported a net sales of $324.5 million, saying the increase — from $216.3 million a year ago — was a result of both its brick-and-mortar and e-commerce…

Google Abandons Plans to Eliminate Third-Party Cookies
July 23, 2024 at 8:36 pm

After years of delay, Google says it will no longer cancel and replace third-party cookies for its internet browser Chrome, reports CNBC. Cookies are used by advertisers to track users across multiple sites and deliver targeted ads. In 2020, Google said it would end support for those cookies by early 2022 once it figured out…

2024 Holiday Shopping: Consumers Face Internal Conflict Between Spending and Saving
July 23, 2024 at 3:19 pm

Planning for the end-of-year holiday shopping season is already well under way for many retailers. As strategies are hammered out, it’s critical to understand what consumers are looking for and where their preferences lie this year. While inflation has slowed, it hasn’t stopped impacting wallets. Vericast recently conducted consumer research to uncover how people are…

Conversations: The Key to Unlocking Complex Customer Journeys
July 23, 2024 at 1:52 pm

The seemingly endless proliferation of digital channels continues to grow, both the available channels for retailers and the manner in which they can reach customers. New media interactions and more complex customer journeys are increasingly the norm. While the funnel remains a popular basic structure for understanding the sales process, retailers are finding that the…

Steal the Spotlight During Election Season … Without Getting Political
July 22, 2024 at 12:51 pm

Election season can feel like a shouting match where everyone's trying to get their point across but nobody's really being heard. It can be a tough time to capture any kind of attention amid all the noise, especially if you don't have a billion-dollar marketing budget. We're likely all aware that election campaigns flood the…

Rethinking Ad Success: Why Retailers Should Prioritize Lifetime Value Over Conversions
June 27, 2024 at 2:08 pm

In baseball, player success is measured in statistics like batting average, on-base percentage and runs batted in. Advertising has its own metrics for success (as many as in baseball), from leads generated to total engagement, cost per acquisition to cost per thousand impressions. However, one that should be retired like a pitcher with a shaky…

How Retailers Have Been Lured Onto the E-Commerce Battlefield
June 25, 2024 at 7:56 pm

Amazon.com has been successful with many unusual strategies over the years, but one of the company’s most recent wins has been convincing retailers to undervalue their physical assets and focus on trying to compete in the online sphere. This focus on digital commerce has successfully distracted retailers from fully monetizing the massive opportunity already within…

Diversification Isn’t a Buzzword: How to Take a Goals-Focused Approach to Partnership
June 24, 2024 at 7:38 pm

Diversification, whether you’re talking about a financial portfolio or workforce, is a common pursuit across business functions, and marketing is no exception. More diversified marketing programs perform better and are more resilient — or so the standard thinking goes. But it’s important for marketing leaders to remember that diversification isn’t the end goal; it’s a…