Social Media Marketing

James Gregson, digital creative director at LEGO Group, reminds marketers of the importance of social media fundamentals in a rapidly changing economic and social climate.  Avenue Code: Tell us about your personal career path. How did you get to where you are today? James Gregson: As someone who wasn't academically oriented, my career path was…

Consumers have adopted new shopping habits during the pandemic, meaning this holiday season is bound to look different than years past. Brands that thrive will be the ones focused on reaching consumers with impactful and personalized cross-platform ads. As consumers spend more and more time immersed in their feeds, brands should prioritize channels where shoppers…

This holiday season, it’s reasonable for brands and shoppers to feel lost, searching for a responsible and meaningful way to promote and use products amid a global pandemic and fraught political and social environment. It’s easier now than ever for brands to make a misstep in their marketing and advertising efforts. While there’s no one-size-fits-all…

As the nation continues to endure COVID-19, consumers have shifted their buying behaviors. Consumers have gone digital as a result of the pandemic, and retailers must adapt accordingly. Data from a recently released report from SOCi found that while consumers switched to digital, so did multilocation businesses. It’s important to take a more in-depth look…

Retailers hoping to reach millennial and Generation Z customers with organic, sponsored content (that resonates!) should look no further than TikTok. Despite being the new kid on the social media block, TikTok has become the fastest-growing platform in the world, with 800 million active users. The nature of the app and the popularity of its…

When the coronavirus required cities to introduce stay-at-home policies this spring, the initial impact on retail was immediate and, frankly, scary. “Closed” signs popped up in store windows across the country, foot traffic came to a complete halt in some areas, and some brick-and-mortar shop owners weren’t sure they would make it. An April 8…

Picture this: You're in the supermarket in your neighborhood queuing to pay and see some delicious and totally irresistible chocolates that you didn't even think about buying, but that now are something that has become essential. That is what in marketing is called "impulsive buying" and, for example in the case of supermarkets, it's their…

Online sales in the United States have surged in recent months. As such, today’s acceleration of e-commerce amplifies the need for retailers to connect with consumers earlier in the shopping journey, fueling customer acquisition and fostering brand loyalty. This is especially important as we enter what consumers might consider the most meaningful holiday season of…

As shelter-in-place rules continue to change across the country, it’s an important time for brands to stay connected with consumers. Social media is a tool that makes this possible, and a spike in impression inventory across paid media campaigns underscores its success in doing so. In fact, according to internal reporting data from my company,…

E-commerce and direct-to-consumer (D-to-C) brands have invested millions in social media advertising to attract new customers. In fact, retailers spent a cool $154 million on Facebook and Twitter advertising in January 2020. Fast-forward to April, through a pandemic-induced economic downturn, and the same companies spent 23 percent less on social ads, according to Pathmatics. Meanwhile,…