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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Google Ads rolls out Brand Report for enhanced advertiser insights
New feature provides a unified view of brand campaign performance with deduplicated reach and frequency metrics across multiple campaigns.
Customer experience and brand: 2025 predictions
Here’s how organizations will shift focus in the coming year to deliver more purposeful engagements that grow awareness, trust and revenue.
Google tightens ad policies to align with Search spam rules
Advertisers risk ad disapprovals if their sites violate spam policies, making search compliance critical to PPC success.
Customer experience tools and strategies: 2025 predictions
Don’t expect a sea change. Keep delivering flexible, seamless experiences while considering these areas of improvement that will make an impact in 2025.
What retailer marketers should be thinking about in 2025
Big changes in the search and discovery process and the growth of retail media are critical trends, says Criteo. And CTV is going to join them.
Mobile’s growing role in holiday shopping
Shoppable TV ads and mobile wallets are winning a significant percentage of holiday purchases.
How Gen Z values are changing marketing
Gen Z demands authentic, sustainable and community-driven marketing. Here’s how brands can meet them where they are.
Thrift, norming and price paranoia will be consumer trends in 2025
Thrift is about more than just saving money says Gartner's latest consumer and cultural research.
How to get your email marketing ready for iOS 18
Apple's new operating system brings big changes to how people get and interact with their email.
Marketing artificial intelligence (AI)
AI adoption gap found between executives and entry-level marketers
New studies point to gaps stemming from marketing role and company size. And very few marketers want AI "in the driver's seat" just yet.
Email deliverability: What you need to know
Everything from bulk email requirements to deliverability practices. Updated with a study about how little it takes for Americans to unsubscribe.
How AI can revolutionize creative impact measurement
Marketers are stuck using slow and imprecise tools to assess what's working with their creatives.
Marketing artificial intelligence (AI)
How AI is radically reshaping marketing budgets
Join us for a practical deep dive into the financial and organizational implications of AI in marketing (B2C & B2B)
Marketing artificial intelligence (AI)
AI-powered martech news and releases: December 5
Nearly half of advertisers mostly trust AI to make campaign decisions without human help, a new report says.
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.
Marketing artificial intelligence (AI)
AI is poised to disrupt the world of martech vendors and users
The Martech AI 2025 report shows how genAI is already changing the martech stack and the way digital marketers are operating.
Zeta stock rebounds after detailed report rebuttal
The AI marketing cloud provider highlighted the accuracy of its financial statements and refuted claims of 'round tripping.'
Google reshapes in-store shopping with AI-powered comparisons
A click on the phone will give consumers shopping updates, including real-time price comparisons and local inventory searches.
DOJ seeks sale of Chrome in Google antitrust case
The Justice Department also reportedly wants to expand advertiser control and transparency and ban exclusive search contracts.
TikTok launches AI video generation tool for marketers
Symphony Creative Studio turns product descriptions or URLs into video clips.
Marketing artificial intelligence (AI)
Zeta to address financial accusations after stock price drops 34%
Short-seller's report charges AI marketing cloud provider with questionable accounting practices and running consent farms to collect data.
Sinch introduces RCS features in Customer Dashboard
Following the iOS 18 update, many more phones have RCS. Now marketers can reach these users with rich content.
Marketing artificial intelligence (AI)
Consumers are underwhelmed by AI experiences
Less than a third of consumers believe AI-powered experiences meet their expectations and 40% are skeptical about it, according to a new Lippincott study.
Picking a marketing performance management platform: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Selecting the right MPM platform to launch a new product.
Why generational stereotypes are failing marketers and how to move past labels
Stereotypes limit real market understanding and the benefits of a nuanced approach. Here’s what to do instead.
Branding phone calls improves customer trust
Including rich content on a phone call, like the company name and logo, makes people more likely to answer.
3 tips for cutting through the DTC noise with marketing data
Improve your DTC marketing strategy using data-driven approaches, from data collection to automation and modeling.
New horizons for data-driven direct mail marketing
The way direct mail combines digital with, well, mail can look like the way CTV combines digital with, yes, TV. And the ROI is still good, marketers say.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: October 31
Do customers trust AI? 60% said yes in one survey, but 52% are worried about it in another survey. Do they trust companies with AI? Not much.
Marketing artificial intelligence (AI)
How genAI can fill the trust gap for brands
Brands like Saks are using genAI to build trust and improve customer experience transparently.
Political ad spending shifts regional CTV costs for brands
As national advertisers divert spending to non-swing states, regional advertisers get some relief.
Reaching consumers in the age of AI: What you need to know about search and social media
Search still reigns supreme with consumers, but the cracks are showing as younger demographics increasingly use social media.
SMS deliverability: What you need to know
Take advantage of the profitable SMS messaging channel by ensuring deliverability through domain approval, compliance and a solid content strategy.
Google Performance Max gets new AI-powered video creation, asset testing
Company integrates advanced Imagen 3 AI model for creative optimization, along with testing and ad rank Performance Max capabilities.
The service model evolving around CDPs
CDPs are adding new capabilities and finding new uses across the organization. Getting the most from them may mean looking beyond the vendor.
Google shakes up ad auction dynamics for holiday shopping
Changes to PMax and Standard Shopping campaigns require advertisers to adjust strategies during this holiday shopping season.
One-third of SMBs are looking to new martech to target customers
Three-quarters of SMBs are adopting or considering new martech solutions over increasing concerns about engaging new and existing customers.
Declining customer feedback and loyalty, growing AI skepticism
The state of today's consumer? Upset by negative experiences — but staying silent about them too.
Google blasts DOJ’s ‘radical’ proposed breakup plan
Company argues a breakup would make advertising less valuable, while harming publishers and merchants.
Google rolls out new AI-organized search results, AI Overview links
Google's organized search results will now let you see content and perspectives from all around the web, including articles, videos, forums and more.