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)
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.
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.