Marketing

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…

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…

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…

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…

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…

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…

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, 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…

In episode 458 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Gerardo Soto, vice president of brand marketing and sports partnerships at Lowe's, a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. Listen in as Soto details the retailer's partnership with global soccer star Lionel Messi,…

One of the biggest questions brands ask when considering a new marketing channel is, “How much incremental revenue is it expected to contribute?” It's certainly an important consideration, as incremental revenue directly influences retailer margins and profitability. However, incremental revenue isn't the only game in town which is why retailers should adopt a more layered…