Online Marketing

It's been more than a decade since the direct-to-consumer (DTC) business model forever changed the world of consumer brands. With an iconic cohort of industry disruptors, including Warby Parker, Casper, and Harry's, the model paved the way for an explosion of businesses built upon direct and authentic relationships with their customers and, in some cases,…

Consumer buyer trends have rapidly shifted due to macroeconomic pressures. Although inflation has been slowing over the last several months, consumer perceptions of high prices persist. Many carried the burden of the high cost of living wrought by inflation into their 2023 attitudes and behaviors. At the 2023 Gartner Marketing Symposium/Xpo, I discussed how marketing…

Data-driven digital advertising and marketing changed the game for merchants, largely because it enabled businesses to reach customers more efficiently and at a competitive price compared with legacy media. Yet, with digital advertising costs continuing to rise, its effectiveness declining in many cases, and with inflation expected to continue, the game is about to change…

As we move deeper into the new year, an economic downturn is upon us, resulting in brands having tighter budgets with higher expectations. 2023 is set to see brands truly evaluating endeavors based on returns, which in turn may affect decisions to engage in projects that don’t have a measurable return on investment.  Here's how…

Temu and WeatherTech were the top performing brands that ran ads during Super Bowl LVII in the retail category, according to EDO, Inc., a platform measuring predictive behaviors driven by convergent TV advertising. EDO ranks ads based on incremental online activity for a brand or product immediately following an ad airing. EDO has scored the effectiveness of every…

What's the future of e-commerce? It's a question most retailers ask when looking at an expansive and sometimes overwhelming e-commerce landscape. E-commerce sales have grown 50 percent over the past couple years. While that number has tapered off more recently, e-commerce is a mainstay. Amazon.com is a big player in the e-commerce field, as an increasing number…

There’s much to be said for looking forward into the coming year, as opposed to looking back. After all, every new year comes with its own set of hopes, expectations and even promises. With that in mind, here are four New Year’s-inspired resolutions which every digital marketer should take to heart to make the most…

The proliferation of online shopping channels has given consumers more options for when, where and how they shop. These options have plugged consumers into a perpetual state of shopping where time or location doesn't limit them. While this has allowed consumers more control over their shopping experience, it's also put more pressure on brands and…

In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan interviews Mariam Asmar, vice president of strategic consulting at Braze, a leading comprehensive customer engagement platform that powers interactions between consumers and brands they love. Asmar discusses her professional background and the Braze business (1:00), her take on the state of the e-commerce industry…

Just like that, the holiday season is upon us. For brands everywhere, it's time to promote your gifting offering. This season will pose new challenges with rising media costs, shifting consumer sentiment, and declining digital measurement capabilities post Apple ATT. However, this year also presents new opportunities with consumers looking to celebrate a true post-pandemic…