Online Marketing

Rather than make readers wait for the punchline, I want to lead with the fact that the 2023 back-to-school shopping experience will be omnichannel. According to data from Nielsen IQ, 41 percent of consumers are planning on an omnichannel shopping experience for back-to-school, while 35 percent will be buying in physical stores, and 25 percent…

Despite the fact that the retail landscape continues to undergo massive waves of post-COVID evolution, there are many things that still haven’t changed — like the fact that consumers continue to go to physical stores to shop and that the physical portion of retailers' businesses still command the largest share of their revenues by a…

Jim Gilbert is co-founder and chief marketing officer of direct-to-consumer (DTC) brand Premo Natural Products. In this video interview, Gilbert discusses why, after years of marketing consulting work, he decided it was time to build his own e-commerce company with its flagship product, Premo Guard Bed Bug & Mite Sprays. He shares how Premo has grown over 100 percent year-over-year…

For retailers are struggling with low Average Order Value (AOV) despite good conversion and high traffic volumes, here are six easy ways retailers can increase their AOV and optimize their return on ad spend. Bundle Deals This tactic works best if the discount is significant. Retailers can create product bundles that offer a combination of…

Retail sales rose again in May as consumers continued to spend despite economic challenges, the National Retail Federation (NRF) said last week. NRF’s calculation of retail sales -- which is based on U.S. Census Bureau data but excludes automobile dealers, gasoline stations and restaurants to focus on core retail -- showed overall retail sales in…

When you browse an online store, chances are you've encountered a persistent chat bot lurking in the bottom right corner, eagerly offering its assistance to help you track your order, locate specific items, or handle other mundane tasks. Now, imagine a scenario where this chat bot steps out of its digital boundaries and guides you…

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…