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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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.
How B2B and B2C brands are winning hearts with memory-driven CX
The future of CX isn’t just personalized — it’s nostalgic. Learn to use past moments to create deeper customer connections.
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.