Social Media Marketing

How Younger Audiences Are Upending Traditional Social Ad Strategies
January 13, 2022 at 12:32 pm

The COVID-19 pandemic has shifted the way people shop. According to a report from J.P. Morgan, the pandemic has pushed more shoppers online, with e-commerce now accounting for 16.1 percent of all U.S. sales. That’s up from 11.8 percent in the first quarter. This trend is likely to stick, even as brick-and-mortar stores open their…

Collars & Co. Founder on TikTok's Marketing Power
January 10, 2022 at 5:26 pm

In episode 331 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Justin Baer, founder of Collars & Co., a direct-to-consumer (D-to-C) brand that’s flipping the switch on elevated dresswear with a comfortable twist. Listen in as Baer discusses his entrepreneurial background, the inspiration behind Collars & Co. shirts' unique design, and and rapid growth of…

The Holiday Consumer Profile: A Look at Where Shoppers Are and How They're Buying
December 16, 2021 at 1:05 pm

Consumer behaviors are constantly changing, and marketers face immense challenges trying to figure out what shoppers need and want, particularly in the tumultuous environment of the last two years. With the second pandemic holiday shopping season upon us, brands must leverage a combination of last year’s learnings with fresh data sources to form successful strategies.…

How to Use Social Commerce to Create True Brand Advocates
October 18, 2021 at 7:56 pm

The concept of “social commerce” can be confusing. Some people think of it as when retailers use social media to promote their products. Still others think of it as “Influencer marketing,” aka getting endorsement from social media stars who share products and services with their followers. But it isn’t necessarily either of these things. Truthfully,…

How Brands Can Stay in Front of Social Media Marketing Trends to Drive Engagement and Loyalty
September 9, 2021 at 7:28 pm

The social media landscape is shifting rapidly, from new opportunities for influencers, such as the ability to hide likes on Instagram or schedule stories on Facebook, to the meteoric rise of TikTok and its unique short-form content that has impacted how an entire generation consumes media. This shift in the landscape has forced brands to…

The Importance of an Omnichannel Approach for Great CX
September 7, 2021 at 1:06 pm

The omnichannel approach to customer experience (CX) has become an essential investment among companies focused on maintaining a strong brand reputation. It means providing a unified experience through all channels and platforms that consumers use to interact with the brands they shop. In other words, it’s become more important than ever to communicate the same messages across all channels in which customers choose to engage.…

3 Ways to Use Social Media to Combat Toxic UGC and Build Consumer Trust
August 26, 2021 at 2:02 pm

Brands are increasingly looking for ways to connect with consumers, and the vast majority have expanded their online presence on several social media platforms to meet customers where they're spending their time. While these channels allow for great relationship-building dialogue between brands and customers, they’ve also opened the floodgates for individuals with bad intentions to…

How to Create Successful Content and Reach the Right Audience on TikTok
July 21, 2021 at 12:32 pm

If there’s one social media platform that's undoubtedly in full swing, it’s TikTok. Brands have become desperate to get their employees on TikTok, and luxury companies are putting all their marketing efforts into hiring TikTok influencers. Meanwhile, small and medium-sized businesses are left to pick through a motley assortment of low-tier influencers to stir brand…

The Overlooked Value in Livestreaming
July 20, 2021 at 6:53 pm

Every day now a different retailer announces its attempt at some sort of live interaction with consumers. While this is an exciting time for the industry, it’s important to think through where value is derived in these exchanges and what decisions will reflect careful consideration there. Livestreaming has several key attributes embedded in its value proposition.…

Measuring Influencer Marketing Success: The Top KPIs All Retailers Should Be Tracking
July 15, 2021 at 5:12 pm

Gen Zs and millennials continue to make up more and more of the U.S.’s consumer base. As of last year alone, the two generations were on track to account for nearly $350 billion of spending power (approximately $150 billion spent by Gen Z and around $200 billion by millennials). However, as generations that are historically…