Marketing

Diversification, whether you’re talking about a financial portfolio or workforce, is a common pursuit across business functions, and marketing is no exception. More diversified marketing programs perform better and are more resilient — or so the standard thinking goes. But it’s important for marketing leaders to remember that diversification isn’t the end goal; it’s a…

In episode 458 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Gerardo Soto, vice president of brand marketing and sports partnerships at Lowe's, a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. Listen in as Soto details the retailer's partnership with global soccer star Lionel Messi,…

One of the biggest questions brands ask when considering a new marketing channel is, “How much incremental revenue is it expected to contribute?” It's certainly an important consideration, as incremental revenue directly influences retailer margins and profitability. However, incremental revenue isn't the only game in town which is why retailers should adopt a more layered…

In episode 457 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Margot Grinberg, president of Movado, an iconic Swiss watch brand recognized for design innovation and excellence, and senior vice president of e-commerce for Movado Group, one of the world's premier watchmakers. Listen in as Grinberg provides an overview of the Movado brand and her…

In the fast-paced world of retail, maintaining a robust and high-performing retail media network can be a strong competitive advantage. If a retail media network is underperforming, there are strategic steps retailers can take to turn things around. Here are three key strategies to consider: 1. Embrace identity platforms. The first strategy that can help…

People are constantly inundated with advertisements — on their devices, on billboards, on public transit, etc. With so many competing messages coming from all angles, brands have to work hard to stand out from the crowd by creating ads that tell a compelling story. One premier culinary appliance retailer was determined to set itself apart…

E-commerce activity has shown few signs of slowing since the pandemic-driven surge, compelling retailers to increase investment in digital commerce capabilities and online media networks. Through these networks, retailers are generating incremental advertising revenues by giving brands access to relevant shoppers across their network of websites, mobile applications, and other digital assets.  While online shopping remains extremely…

In a privacy-first world where new technologies are evolving rapidly, the digital marketing industry is experiencing an upheaval due to its historic lack of standardized measurement and attribution. As e-commerce businesses struggle to adapt their approaches to performance reporting, companies that don't prioritize deeper analytics investments will face greater challenges than others. Let's take a…

Getting caught up in cookie chaos isn’t doing retail brands any good. Marketers distracted by the directional shifts of deprecation progress — including Google’s latest delay — are once again forgetting what this change is about. Data signal loss is arguably a problem that the marketing space brought on itself. Created to help early web…

As consumer viewership continues to shift towards streaming, it’s clear the future of TV is digital. This digital future brings with it the critical need for retail marketers to make the most of their connected TV (CTV) advertising investments to drive conversions. With the growth of streaming viewership, we’ve seen impressive investment from the sector.…