Marketing

At times of economic uncertainty, retailers look closely at costs to ensure they're spending efficiently. Because of how difficult it is to truly assess return on investment, many cost-conscious business leaders cut advertising dollars early and often. While this tends to be a first line of defense against economic headwinds, it's not the most effective.…

The holidays are big business. That’s not going to come as a shock to anybody — but just how important are they to America’s economy? The latest figures from Adobe Analytics show that from November 2023 to December 2023, Americans spent more than $222 billion shopping online. That activity was largely driven by an increase…

In a keynote presentation at the ICR Conference in Orlando, FL earlier this week, William White, senior vice president and chief marketing officer, Walmart U.S., detailed three key marketing strategies for the retailer in the new year. Each of the three initiatives support the marketing team's goal of making Walmart a place where people want…

For e-commerce marketers, the demand for fresh, high-quality visual content is relentless. In addition to your website, you need visuals for display ads on multiple channels as well as on organic and paid social. Not only has this content got to stand out from your competitors, but it needs to be continually refreshed to keep…

Every industry, including retail, is feeling the effects of moving away from the reliance on third-party cookies. However, this shift is also bringing us back to the essence of marketing — making content that audiences really connect with emotionally. It’s not just a challenge; it’s an opportunity for retail marketing to have a total creative…

Programmatic advertising is transforming, with retail media networks (RMNs) leading the charge. RMNs leverage first-party data to gain a deeper understanding of their shoppers and maximize the value of programmatic advertising. In the dynamic retail landscape, 2024 promises to usher in a transformative era with the ascent of "always on" retail media solutions. RMNs will…

Is it just me, or is advertising getting weirder? There was a time not long ago when brands and ad agencies would talk about the big idea and the importance of telling a compelling story. But these days, with TikTok dominating the social media landscape, it seems like big ideas are being traded in for…

There's a near obsession with achieving the 360-degree customer view. With a single, centralized customer record, marketers believe they can achieve their dreams of perfectly orchestrated marketing across channels. Customer data platforms (CDPs) are typically the system of choice, serving as the global ID or ID of record. Identity resolution has become a key part…

A woman in Florida is suing the candy giant Hershey, alleging that the Pennsylvania-based company misled consumers with the packaging on a Halloween-themed Reese's candy. The lawsuit, filed by Cynthia Kelly on Dec. 28, claims that Hershey engaged in "false and deceptive advertising" when it advertised an image of a chocolate peanut butter pumpkin with…

In episode 433 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Alex Reveles, vice president of global brand management at JanSport, a VF Corp backpack and bag brand. Listen in as Reveles discusses her role within JanSport (0:50), why the brand is targeting Gen Z consumers (1:45), and the shopping behaviors this demographic is exhibiting…