Marketing

Strong Measurement Practices Are Key for Maximizing Marketing ROI
March 18, 2021 at 6:57 pm

While it’s standard practice for marketers to measure the effectiveness of their efforts, there’s a myriad of approaches they can take to do so — and some are vastly more informative than others. For example, a common pitfall for marketers is trying to gauge the success of their endeavors based solely on overall brand revenue…

Carhartt and Guinness Partner to Celebrate St. Patrick's Day
March 15, 2021 at 9:41 pm

In episode 289 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Janet Ries, vice president of marketing at Carhartt, a U.S.-based apparel company founded in 1889 known for its workwear. Listen in as Ries discusses Carhartt's partnership with Guinness for St. Patrick's Day, the limited-edition Carhartt x Guinness apparel collection, and why the iconic beer maker…

OTT and E-Commerce: An Overview Explaining Their Connection
March 15, 2021 at 8:52 pm

The movie business has never been only about the movies. In 1878, the first-ever motion picture, commissioned by an American industrialist who founded Stanford University, was created in part, the story goes, to settle a bet. In the 1940s, the major movie studios, guided by the heavy hand of the U.S. government, joined the war…

Purpose-Driven Marketing: No Longer a Nice-to-Have
March 8, 2021 at 4:49 pm

#StopHateforProfit, COVID-19, a global recession, racial injustice — all events continue to permeate in 2021, plus the events at the Capitol. These are all events that consumers are now expecting brands to take a stand on. In fact, 61 percent of audiences now rate inclusivity as a crucial factor for brand loyalty, amongst others. No…

3 Brands Getting Gen Z Marketing Right
March 2, 2021 at 3:55 pm

The oldest members of Gen Z turn 23-years-old this year. Though they may just have voted for the first time and started their first jobs, brands are watching them closely. Companies from startups to legacies know that catching the interest of the next generation means millions in added revenue over time and keeps a brand…

7 Ways E-Commerce Marketers Are Evolving Their Roles and Teams in 2021
February 23, 2021 at 4:31 pm

All too often, the human side of e-commerce marketing is overlooked. It’s tempting to focus on new technologies that shape e-commerce marketing, but equally important are the marketing professionals who implement those tools. There's a gap in the industry’s understanding of e-commerce marketing teams and how they've evolved alongside technology. That is why the team…

How to Reach Online Shoppers With Sonic Branding
February 22, 2021 at 1:38 pm

Online retail had already been experiencing massive growth before the arrival of COVID-19 — and then the pandemic hit. According to recently published data from IBM’s U.S. Retail Index, the abrupt shift to quarantine and social distancing measures accelerated the rise of e-commerce by about five years. Unsurprisingly, the same trends behind the surge in…

Looking Beyond the Pandemic: 5 Trends in Customer Loyalty and Engagement
February 17, 2021 at 5:11 pm

Back in the "B.C. era" — you know, "Before COVID-19" — no one expected cleaning and safety protocols would have a featured role in 2020 marketing messaging for so many industries unrelated to cleaning products. But that’s what circumstances demanded, so companies recalibrated their approach with little notice. Now it’s time to strategize and plan…

Where Are Retailers Focusing Their Resources During the Pandemic?
February 9, 2021 at 7:07 pm

The world of e-commerce is constantly changing, and we wanted to benchmark what areas retailers felt delivered the best customer experience (CX) and return on investment. We worked with Gatepoint Research to survey over 100 of the United States' biggest retailers and digitally native e-commerce brands to understand what was working and what wasn’t in…