B2C marketing
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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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Zero-party data in action: How top brands turn product discovery into conversions
Learn how leading brands use interactive experiences to capture buyer intent, drive conversions, and build loyalty.
The hidden power of persona-driven UAT in martech success
Persona-based UAT tests real user journeys, not just individual channels — helping martech teams deliver seamless, customer-first experiences.
Marketing artificial intelligence (AI)
The latest AI-powered martech news and releases
OpenAI & Co. keep tossing out wild revenue and valuation claims, and the press keeps acting like they're true. Unfortunately, the numbers don't add up.
Marketing artificial intelligence (AI)
Prompt engineering is dead. Long live context engineering!
Prompt engineering isn't a strategy. To unlock real impact from AI, go-to-market teams must stop scaling improvisation and start engineering context.
How tiered strategies and smart tech are reshaping influencer marketing success
Successful influencer marketing programs are powered by authentic creators, performance-based incentives and technology that tracks results.
How omni-conscious brands win in a buyer-first, fragmented world
When buyers shape the journey, brands must earn every interaction. Here’s how the smartest teams design for trust, not just reach.
Optimization and personalization
What marketers can learn from manufacturing’s shift to precision CX
AI is analyzing decades of manufacturers' customer data to create customer experiences precisely tailored to their different needs.
Retail media networks: What you need to know
RMNs are a great opportunity for marketers and ad publishers. However, both groups must first resolve significant technological issues.
Diversity and inclusion in marketing
Brands’ retreat from Pride costs them credibility
Consumers across the political spectrum lose faith in brands that flip-flop on political issues.
Google Ads rolls out AI Max search match type
Google Ads’ new AI Max match type gives visibility into automated search performance for clearer comparisons and more informed campaign decisions.
New IAB Framework aims to bring clarity to gaming ads
The framework standardizes game ad campaign metrics and outlines what metrics to expect and what additional data to request.
FTC says Omnicom deal is OK, as long as there’s no brand safety involved
The world's largest ad agency is forbidden from using 'political or ideological' viewpoints to determine where an ad should run.
Study shows AI agents struggle with CRM and confidentiality
The study, led by a Salesforce researcher, found agents had a 58% success rate on simple tasks and a 35% success rate on multi-step ones.
TransUnion data shows importance of good targeting for ROAS
An analysis by TransUnion shows good targeting has an exponential effect on return on ad spend.
Your ecommerce calendar just got a year-round makeover
Seasonality in retail is shifting. Engage customers year-round with personalized campaigns that go beyond traditional holiday sales.
Report finds consumers want deals from AI, not simulated conversation
There’s a disconnect between how consumer goods marketers use AI and what customers want from it.
How tariffs are reshaping long-term strategies for brands and buyers
Brand loyalty is gone, as consumers wait longer to make purchases. Marketers are focusing on owned channels and trying not to say the "T" word.
Publicis Groupe buys Captiv8 to grow influencer and social commerce capabilities
Captiv8 will join the previously acquired Influential in the Publicis Groupe portfolio.
2025 will redefine loyalty. Here’s what that means for brands.
New expectations are emerging around transparency, values, and real-time relevance. Is your brand ready to meet them?
US asks court to breakup Google ad businesses
Spinning off AdX exchange and DFP platform would severely impact the tech giant's revenue and be a seismic shift in digital advertising.
Marketing artificial intelligence (AI)
Martech Landscape 2025: Growing, shrinking and reshaping all at once
The new normal in martech is tools, AI adoption and stack architecture all going through seismic shifts at the same time.
How should marketers market to consumers under stress?
How should marketers approach consumers stressed out by economic uncertainty, tariffs and political turmoil?
Diversity and inclusion in marketing
Marketers could have saved Target and Southwest from themselves
Everything a company does impacts the brand. The C-suite would avoid many disasters by consulting the people who know the customers best.
Marketing artificial intelligence (AI)
Firefly brings AI-powered content creation into Creative Cloud and marketing workflows
The revamped platform includes the ability to use Google and OpenAI genAI models, as well as Firefly's Video model.
As Google brings back cookies, marketers stick with privacy-first strategies
The consensus among marketers is that cookies are the past, and respecting consumer privacy is the future.
Google is keeping cookies in Chrome
The tech giant reverses course on its long-planned depreciation of third-party cookies.
Google’s adtech antitrust verdict is a turning point in marketers’ fight for transparency
It is a moment when marketers should rethink the strategies hemmed in by Google's ad tech.
Google search antitrust case: What the government wants
The DOJ’s proposed Google breakup targets Search, Chrome and ads to boost competition. Google says this would harm national security.
Google adtech antitrust trial: Everything you need to know
An in-depth look at the verdict, arguments and trial about Google's monopoly practices in the $200 billion digital advertising industry.
Google loses advertising monopoly case
A Federal judge found Google “willfully engaged in anticompetitive acts” to control the ad server and ad exchange markets.
Marketers push back on Google’s attempt to derail California privacy bill
They are angry about Google's astroturfing and want consent-driven online interactions with consumers.
Smart appliances are great for marketers, if they’re useful for consumers
They gather useful marketing data, but they must also deliver value to consumers to succeed.
Validity acquires email optimizer Litmus
The purchase is designed to provide marketers with a platform to manage the entire lifecycle of email campaigns.
Canva’s Visual Suite upgrade unifies campaign planning and creation
The upgrade puts design and productivity tools in one platform, making it easier to create, execute and monitor campaigns.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: April 10
The volatile economy may force tech companies and investors to ask the biggest question about AI: Can it ever make money?
Most celebrity endorsements are expensive mistakes
From LeBron to micro-influencers, not all endorsements hit. Use data — not just gut — to choose the right partners.
In a world of tariffs and turmoil, marketing’s insight is a superpower
CFOs never waste a good crisis, and neither should marketers. Here's how to protect your budget and use VOC to grow customer loyalty in a hard time.
5 areas where businesses need to improve their customer experience
Customers lose faith in brands when they feel they're putting in too much effort.
The competition you’re ignoring is costing you customers
Your biggest competitor may not be who you think. Here’s how to uncover the real threats to your revenue.
The latest trend in martech M&A: Agencies buying data collaboration firms
More data means a more comprehensive view of consumers, which should lead to more effective campaigns. That’s the theory, anyway.