Marketing

Consumers Take it Personally: How Retailers Can Respond
December 22, 2020 at 2:31 pm

As we saw in part one of this article, consumers today want more personalized engagement. However, retailers can’t deliver on personalization without capturing better data that can help them improve the customer experience and keep shoppers engaged. So, while brands are working hard to gain customer confidence and acquire data, they’re stumbling at the final…

The New Realities of Advertising During COVID-19
December 22, 2020 at 12:18 pm

Disruption has become the buzzword of the past six months. Typically a term reserved for groundbreaking new technologies, the ongoing pandemic has been the first major disruption in a long time. It has forced people to stay inside, and it has changed the way we work and interact. For many retailers, this could be the…

Level Up the Context in Your Content for the Win
December 15, 2020 at 5:26 pm

Context marketing incorporates timing and context into your content marketing strategy. You may be wondering what context marketing is in the first place. Context marketing is delivering the right content, to the right prospects, at the right times. It’s more or less all about the timing. Having context allows you to market your service or product…

Consumers Take it Personally, But Retailers Lag Behind
December 15, 2020 at 4:47 pm

No one could have predicted this year’s drastic shift in consumer behavior as shoppers were relegated to their homes, or that this behavior would solidify into habit even as lockdowns eased. Retail, of course, shifted online, as there was no other option for consumers. However, the magnitude of this e-commerce shift and the evidence that…

A Chat With James Gregson, Digital Creative Director, LEGO Group
December 14, 2020 at 3:43 pm

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…

Customer Experience and Marketing During COVID-19
December 9, 2020 at 5:55 pm

It was early 2020. Retail was confident it had the right marketing strategies, technology and understanding to reach and guide customers, no matter where they were and under any circumstance. Then suddenly everything changed and one of the very few unanticipated scenarios came into being. A pandemic required everyone to hunker down, undermined confidence, raised…

We Learned in 2020, Let’s Execute in 2021
December 9, 2020 at 2:12 pm

To say 2020 has been one heck of a year is an understatement. From the pandemic, lockdowns and retail stores filing for bankruptcy, the advertising industry took a major hit this year. Before the COVID-19 outbreak, global advertising investment was estimated to grow 7.1 percent in 2020. Now, it's estimated to see a brutal contraction of…

How Ulta and Pandora Use Audio to Drive Holiday Sales
December 8, 2020 at 1:21 pm

Luscious red lipsticks, dramatic eyes, seasonal shades, and colors that pop: it’s obvious why retail and beauty advertisers have historically leaned into visual-centric marketing strategies, opting to spend on digital display, video and native. The flip side of this approach? They may miss the opportunity to play to consumers’ other senses — most notably, sound.…

3 Ways to Stand Out in Today’s Retail Environment
December 8, 2020 at 10:48 am

This year, retailers will need to capture the imagination of consumers as they consider the holiday season like no other. Immersive online experiences that are beautiful, personal, innovative and value driven will rule the season across every price point. To deliver a digital customer experience that's memorable and engaging for the 2020 holiday season, most…