Marketing

The four "Ps" of marketing (product, price, place and promotion) still get taught in some college classes as a canonical example of modern, linear, evidence-based commercial strategy. The first reference to the four Ps appeared in a marketing textbook by business professor E.J. McCarthy in 1960. The problem is the four Ps doctrine has lost…

To describe the job of today’s digital marketer as competitive would be a major understatement. Standing out in the noisy crowd is a challenge that never ends — and actually connecting with your audience makes that task seem positively Herculean. Yet that’s what the top retail marketers do every day. They not only stand out, but…

Five years ago, the term “retail media network” (RMN) was synonymous with Amazon.com. Today, the landscape looks much different. Numerous brands, from grocers and pharmacies to pet supply stores and delivery services, now offer retail media networks. Advertisers are starting to shift budgets, but Amazon is still a key player, capturing 45 percent of consumer…

Just one year after launching its Nordstrom Media Network retail media pilot, Nordstrom has announced that it’s expanding the offering. The news reflects an ongoing trend in retail: an increased focus on not only acquiring first-party data, but also using it in smart and innovative ways that demonstrate value to customers. As a cookie-less future…

Nothing in life is free, and especially not on Amazon.com. Like most serious commerce platforms, brands need to invest in Amazon, and particularly in advertising, if they want to succeed. That said, advertising alone isn’t sufficient to maximize revenue — and if you merely rely on that, you’ll miss a huge set of opportunities that…

Change has been the only constant in retail for three chief marketing officers who sat down with Sarah Engel, chief marketing officer and chief people officer at January Digital, during a session at Shoptalk earlier this week. Wayfair CMO Bob Sherwin, Revlon CMO Martine Williamson, and Kate Spade CMO Jenny Campbell said the changes have…

More than 50,000 college student athletes will be eligible to become paid Adidas spokespeople after the sports brand announced a new "name, image and likeness" network for NCAA Division 1 schools. The announcement, made Wednesday, allows the 109 partner schools included in the network to profit off their name, image and likeness (NIL) across 23…

With the ad industry phasing out cookies and third-party trackers, data and privacy concerns and regulations taking center stage on a global scale, and a plethora of logistical issues like labor shortages and supply chain backups impacting inventory, retail brands have had to completely rethink how they approach marketing. Despite all of these challenges, however,…

If 2020 was a year of unprecedented disruption and 2021 was the year that necessitated business agility in order to survive and thrive, then 2022 is most certainly the year of turning resilience into undeniable strength. This series is a peek behind the curtain of eight key initiatives that the January Digital consulting team is…

Five years ago, McKinsey published an article calling ad personalization at scale the “holy grail” of digital marketing for consumer product brands. In those lower customer acquisition cost (CAC) and spray-and-pray Facebook ad strategy days, it was only feasible for marketers at the largest brands to properly implement McKinsey’s recommendations. But that was five years…