Marketing

A New Creative Direction: COVID-19’s Lasting Impact on Digital Advertising
March 27, 2020 at 9:13 am

Across the global economy, every individual is being rocked by the impact of COVID-19. As the U.S. federal government weighs stimulus packages, retailers are highly focused on making decisions regarding employee and customer safety, store closures, brand communication, and improving efficiency of all marketing channels. In uncertain times, one of the few things we can…

Voice Commerce and the Retail Revolution
March 19, 2020 at 4:35 pm

The year is 1962, in (probably) rainy Seattle, during the World’s Fair. Attendees marvel at the newly built, and now iconic, Space Needle, while learning about Boeing Aerospace Company — headquartered in Seattle — and the technology fueling the Space Race with the former Soviet Union. Then, after turning a corner, the Shoebox catches a…

4 Factors That Actually Influence Consumer Purchase Decisions
March 17, 2020 at 12:48 pm

Most marketing and sales teams view consumer behavior as a difficult puzzle that can never be completely solved. While they understand the basics behind influencing conversions (like offering enticing sales and promotions), there's a whole lot more to encouraging consumers to complete certain actions — apart from badgering them with advertisements. Consumers are smarter than…

Soft Surroundings Sees Growth in Email, SMS Revenue Through Automation
March 16, 2020 at 3:42 pm

In episode 238 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Gail Buffington, vice president of marketing and analytics at Soft Surroundings, a women's apparel, shoes and accessories retailer. Listen in as Buffington discusses Soft Surrounding's brand history as a cataloger, its expansion into brick-and-mortar retail, and her career at the company. She shares how Soft…

Why the 2020 Holiday Season Will Look Drastically Different for Retailers
March 16, 2020 at 12:29 pm

On Jan. 1, 2020, the world as marketers in the United States previously knew it changed drastically. The California Consumer Privacy Act (CCPA) went live, and with it significant restrictions were suddenly placed on marketers and marketing technology vendors, specifically those that collect, use and/or sell consumer data. The road to gathering marketing data suddenly…

Buyer Beware: 3 Things to Consider Before Working With Walled Gardens
March 12, 2020 at 12:15 pm

For D-to-C brands entering the market, it’s easy to rely on third-party platforms like Amazon.com, Google, Facebook, and Instagram for easy access to millions of ready-to-shop consumers.  However, with this strategy, brands can quickly find themselves stuck in a perpetual state of customer acquisition, facing constantly rising costs, pricing pressure, and less frequent repeat purchases…

The Problem With the Era of Personalization
March 11, 2020 at 9:50 am

It was nearly 30 years ago that Tim Berners-Lee developed the first web browser, WorldWideWeb. As someone who has made a career helping brands harness the power of this spectacular innovation to sell more products and services, I would be remiss not to cogitate on both the opportunities and obstacles that have emerged in the…

Challenging the Data Discussion: Why User-Based Targeting Isn’t the Answer
March 5, 2020 at 12:07 pm

With 2020 in full swing, there has been a lot of talk about the shift away from user-based targeting. With CCPA and GDPR in full effect, it's no wonder marketers are re-evaluating the use of cookies and personal data to reach new customers. Third-party cookies are crumbling fast: browser-level changes and privacy regulations have spotlighted…

Discover Customer Personas, Don’t Build Them
March 3, 2020 at 12:00 pm

Netflix’s celebrated “recommendation engine” understandably gets considerable attention. Yet what's little known is that Netflix appeals to viewers not just by suggesting titles, but by showing each subscriber different cover art of the same title that are most likely to appeal to them. With a score of different covers emphasizing one aspect of a movie…

Zappos Grows Customer Loyalty Through Experiences
February 27, 2020 at 1:15 pm

Zappos.com, the Las Vegas-based online shoe and apparel retailer, is known for its industry-leading return policy and first-class customer service. The company is also making a name for itself with innovative marketing tactics. In a presentation yesterday at the eTail West conference in Palm Springs, Calif., Joe Grusman, general manager, e-commerce marketing at Zappos, detailed…