Marketing

In the rapidly evolving retail world, consumers are becoming increasingly discerning. They've grown weary of superficial personalization efforts that feel contrived or irrelevant. Instead, they seek seamless, intuitive interactions that demonstrate a genuine understanding of their needs — whether browsing online, checking emails, or visiting a store. In this attention-scarce economy, brands must engage shoppers…

The “Dog Days of Summer,” named for the heliacal rising of the star Sirius, the "Dog Star," in the constellation Canis Major, have just passed. However, the wise retail marketer isn’t thinking about the waning day of summer, but instead about the start of the holiday shopping season. The marketer who hasn’t started holiday messaging…

To many parts of the advertising landscape, there’s the singular gravitational pull of retail media at the center. And then there’s commerce media, a multivaried grab bag coming up on the periphery, constituting retail’s extraneous parts. There’s no argument that commerce media is having a moment. However, it's about much more than retail. And while…

For consumers, late summer might feel early to talk about the holidays. However, retailers know the holiday season no longer starts in November — and marketers waiting for the traditional Q4 kickoff may already be too late. In fact, in 2024, holiday shopping started earlier than ever before, and indicators show the same will be…

For fast-moving consumer goods (FMCG) brands, digital saturation is a constant. Every scroll, swipe and stream competes with dozens of other campaigns, many offering similar products, comparable pricing, and indistinguishable messaging. In this climate, the ad creative itself is increasingly what sets a winning brand apart, accounting for roughly 49 percent of sales lift. But…

With deeper pockets, broader visibility, and more resources, big-box retailers have held a distinct advantage over smaller, specialty retailers. Artificial intelligence is changing that by leveling the playing field and putting greater reach and opportunity into the hands of smaller specialty retailers. Today, category-specific stores such as independent ski shops or regional jewelry boutiques can…

According to cynics, the death of programmatic advertising has finally arrived. This would suggest a major paradigm shift, were it not for one thing: namely, the fact that people have been predicting the death of programmatic advertising for years. They've been wrong before and, perhaps unsurprisingly, they're wrong now. But that doesn't mean things aren't…

Back-to-school is no longer just a seasonal retail push — it’s a high-stakes period of omnichannel performance marketing. In 2023, U.S. consumers spent $135 billion on school-related purchases, with spending expected to reach $189.8 billion by 2028. Marketers are taking note: last year, advertisers invested more than $50 million in back-to-school campaigns on TV alone…

At this point, your brand has likely implemented an artificial intelligence tool, or five, in hopes of achieving better campaign performance, predictive targeting or dynamic creative, just to name a few. It’s clear that AI is dominating industry conversations and has proven to be a valuable asset to marketing teams. But AI tools are only…

Walmart and Major League Soccer (MLS) are teaming up in a multiyear partnership that will see the retailer establish a bigger foothold in the sport and its growing U.S. fanbase, reports CNBC. Walmart will invest in MLS and become an official sponsor and partner of the league. Terms and the exact length of the partnership…