B2C marketing
MarTech is your source for B2C marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Marketing artificial intelligence (AI)
State of the Stack 2025: Homegrown martech surges as AI accelerates development
Spurred by AI, marketers are using more tools than ever, and they're making an increasing number of them, according to The MarTech State of the Stack report.
As retail evolves, so too do physical stores and retail tech
A new Salesforce report says it's not just AI, it's a new role for physical stores and changing shopping behaviors changing retail.
Marketing artificial intelligence (AI)
Are naming rights deals worth the investment for big brands?
Baseball season is about to start, and many teams will take the field in a stadium with a sponsor's name on it. How effective are these big brand moves?
Marketing artificial intelligence (AI)
AI-powered martech news and releases: March 20
Half of all Americans use AI, and that holds true for nearly all demographic slices.
What today’s consumers expect — and how marketers should respond
Whether you're building campaigns in-house or guiding client strategies, one thing is clear: consumer expectations are changing fast.
Marketing artificial intelligence (AI)
Why ignoring consumers’ AI concerns is a costly mistake
There's a significant gap between how marketers and consumers feel about AI. Here's what to do about it.
More consumers using genAI tools to research purchases: Adobe
Engaged consumers are using generative AI to research purchases, but do they convert?
Marketing artificial intelligence (AI)
How B2B and B2C brands adopt genAI — same tech, different strategies
Explore how B2B and B2C companies adopt genAI differently — from sales cycles to social media strategies and beyond.
Marketing artificial intelligence (AI)
Are synthetic audiences the future of marketing testing?
Synthetic audiences are constructed from real-world demographic and behavioral data, allowing marketers to question them about consumer preferences.
Google is exploring ads in new AI Mode
Ads could come to Google's conversational search experience, but some advertisers are skeptical about performance.
94% of advertisers concerned tariffs will lead to cut in ad spending: IAB
Another survey found 66% of U.S. consumers want business to cut CEO pay in response to tariff-related inflation.
7 barriers advertisers need to overcome to grow CTV
CTV offers better targeting and more performance metrics than linear TV, but those differences might be holding it back.
Marketing artificial intelligence (AI)
How to get the AI training you need to succeed
Most businesses aren't training marketers about AI. Here's what you need to know and where you can get it -- for free!
3 reasons the ‘Do You Want to Hear From Us’ email must die
Re-engagement emails annoy customers by asking a question you should already know the answer to.
AI adoption in CX is rising, but implementation challenges remain
The C-suite understands the importance of CX and its place as a revenue driver. So, funding is easier, but getting it up and running is still hard going.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: February 6
OpenAI is running its first-ever TV commercial during the Super Bowl. This is a case study in "How to tell if your company has too much money?"
Email deliverability: What you need to know
Everything from bulk email requirements to deliverability practices. Updated with what's new about how iOS 18.2 handles email.
Has the Super Bowl always been this important to marketers?
The first Super Bowl ads cost $40,000 and the game was played in the afternoon. A few things have changed since.
Your 4-step guide to local marketing success
Local marketing requires going very deep on a particular group of people. Here's what you need to know.
Are you focusing on valued customers or volume customers?
Some customers drive loyalty and others drive volume — both matter. Here’s how to engage each group while optimizing your resources.
Marketing artificial intelligence (AI)
What is DeepSeek? A boon for marketers and a threat to Big Tech
The powerful open-source AI from China is less expensive than ChatGPT and Gemini and just as good. Expect better and cheaper marketing tools soon.
Meta ad spend up 15% last quarter as TikTok sees sharp drop
Despite the holiday blues, ad spending on TikTok was up 27% for the entire year.
Unilever’s Ben & Jerry’s campaign shows why RMNs are the future
Combining data-driven, privacy-conscious, real-time personalized advertising strategies with Foodpanda's RMN got Unilever a delicious result.
Marketing artificial intelligence (AI)
Story-driven marketing campaigns: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Story-driven approaches to multichannel campaigns.
Microsoft Clarity launches Google Ads integration
Microsoft Clarity's new Google Ads integration gives marketers visibility into post-click behavior, allowing them to track user interactions.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: January 16
GenAI companies have a problem: It costs more the more people use it. And OpenAI CEO Sam Altman says, "People use it much more than we expected."
IAB expects digital advertising growth to slow considerably this year
Lack of ad spending for the Olympics and elections cuts growth to 7.3%, down from last year's 11.8%.
Marketing artificial intelligence (AI)
AI continues to aid marketers’ quest for authenticity: Report
2025 looks to be a year when marketers' refine trends and strategies already underway, according to a new HubSpot report.
Social media and influencers: 2025 predictions
Marketers will seek full-funnel engagement, comprehensive customer service and help from AI over social media platforms this year.
Google’s search market share falls below 90% for first time since 2015
In a surprising development, Google's global search market share was less than 90% for the final three months of 2024.
Data, AI and advertising: 2025 predictions
How new strategies and AI-powered tools will help advertisers get the most out of budgets and ad experiences in 2025.
Optimization and personalization
Personalization’s double-edged sword: Balancing relevance with intrusiveness
Consumers really like personalized marketing content and are really nervous about companies gathering data to provide it. Here's how to address that.
Amazon’s new Retail Ad Service brings RMN to the masses
The ecommerce giant is poised to disrupt the adtech market by letting retailers use its powerful technology to sell ads on their websites.
Marketing artificial intelligence (AI)
AI agents: 2025 predictions
AI agents will gain wider use and deliver better experiences and more insights for marketers. Here’s how.
How AI can combat the ‘paradox of choice’ and improve customer outcomes
From smarter search results to personalized recommendations, AI simplifies ecommerce shopping and reduces decision fatigue.
Holidays deliver on record-setting ecommerce expectations
U.S. consumers spent $241.4 billion, up 8.7% YoY, according to Adobe Analytics.
Why FAQs should be your go-to marketing tool
Frequently asked questions aren’t just for customer support. They’re the backbone of clear, consistent marketing communication.
CTV takeover: 2025 predictions
Here’s how this rapidly evolving channel will change how advertisers connect with viewers in the new year.
Retail media networks continue to grow: 2025 predictions
We’ll see more non-retail networks, data collaborations and in-store experiences as the RMN space matures.
Marketing artificial intelligence (AI)
AI transformation: 2025 predictions
Experts predict that AI will spur transformation around data, content optimization, decisioning and hiring chief AI officers in the year ahead.