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)
70% of SMB marketers willing to pay more for tools with AI or automation
SMBs are a target-rich environment for vendors as only 26% have AI and/or automation technology, according to a new survey.
These are the best marketers in the world
Want marketing that stands out? Discover the art of working with creators — from their rapid execution to connecting with loyal audiences.
How NC Fusion executed its campaign to help girls stay involved in sports
Walk through the entire process -- problem ID, research, channel use and more -- of a campaign to raise issue awareness.
The march to CCPA compliance is a slow one
Under 15% of noncompliant companies implemented automated or manual CCPA/CPRA compliance methods in the last year, a study found.
Sprout Social acquires Tagger Media
The deal makes social media campaign management more holistic for brands and agencies using Sprout Social by covering the $21.1 billion influencer industry.
Electrolux’s data and analytics roadmap to improved customer experience
The global brand is breaking down silos and unifying data in order to gain better engagement and grow customer lifetime value.
Metropolitan Museum of Art launches Roblox augmented reality experience
With the new Replica app, visitors can scan famous works with their phones and show them off as wearables in Roblox.
TV ad revenue challenged by writers’ strike
The strike by the Writers' Guild is already hitting TV ad sales hard. Unless there's a fast settlement the situation will likely get worse.
AWS unveils AWS Entity Resolution
The new identity resolution service is available for organizations of all sizes, with partner integrations coming soon.
Will Women’s World Cup bring the prize audience marketers want?
FIFA says total WWC viewership will be over 2 billion. However, there are very good reasons to be skeptical about that.
Two frameworks for resolving identity and improving customer experience
Keep use cases — and the customer — top-of-mind using these frameworks.
Customer journey orchestration
How to decide if you’re ready for a customer journey orchestration solution
Once you understand the benefits of customer journey orchestration you can begin asking the right questions.
Sam’s Club’s retail media network rolls out new experience and targeting capabilities
Sam’s Club Member Access Platform uses sales attribution and strategic partnerships to close the loop for omnichannel advertisers.
Roku partners with Shopify to allow purchases direct from TV
Ecommerce on streaming TV is becoming more mainstream as buying becomes easier with ad forms like Roku Action Ads.
Ecommerce sets new Prime Day record, up 6.1%
U.S. online sales reached $12.7 billion over two days, lifted by hot product categories and retail media networks.
How a small chain is going big with a retail media network
Success with an RMN depends on the quality of consumer engagement, not the size of the organization.
Ecommerce trends to watch for this Prime Day
Shoppers will have a wide variety of deals to choose from on Prime Day, July 11 & 12. Many deals will come from ecommerce and in-store competitors.
EU’s ruling against Facebook a big blow to first-party data usage
Big tech companies will need user consent to process personal data, combine it with other platforms' data and use it across services.
Project and workflow management
Marketing work management best practices: Dashboards, templates and requests
Following these practices will help organizations navigate and automate marketing projects more effectively.
Programmatic’s ad targeting and optimization come to digital out-of-home
Beeyond Media’s new tool lets brands reach targeted audiences using out-of-home technology while maintaining privacy.
How Shake Shack measures experience and activates customer insights
The burgers and shakes chain has a winning playbook they are taking to new markets while improving existing stores.
51% of SMB marketers say they’re stuck with redundant martech
SMBs spend about $43,500 on martech it doesn't need, according to the survey. This unwanted tech can also cost time and cause workflow confusion.
Marketing artificial intelligence (AI)
New releases for AI-powered marketing technology
This week’s roundup of the latest AI-powered platforms, products and features for martech.
Marketing artificial intelligence (AI)
Marketing among top AI applications for small businesses
Small businesses have their sites on marketing and customer service use cases, according to a study from American Express.
Marketers under pressure to cut martech spend
75% of CMOs feel under pressure to cut their technology spending, according to the latest Gartner CMO Spend survey.
Marketing artificial intelligence (AI)
What marketers should keep in mind when adopting AI
Are marketers ready to make the most of all the new generative AI tools and AI applications now available to them?
Marketing use cases for data clean rooms
What data clean rooms are, who uses them and why, how much they cost, where they fit in your stack and more.
Marketing artificial intelligence (AI)
73% of marketers now using generative AI tools
Two-thirds of those surveyed say they use it for brainstorming sessions, first drafts and outlines. 49% rely on AI to produce final content.
IAB NewFronts showcases video platforms armed for ‘challenging and unpredictable times’
YouTube, Amazon and Samsung Ads announce content and platform innovations for improved measurement and audience reach.
How Home Depot and Kroger use RMN to improve shoppers’ ad experience
Teams at both retailers are using retail media networks to transform the way customers interact with brands and their stores.
Ryan Phelan: Spotlight on the expert
A discussion with our expert contributor about how he went from nightclub DJ to email marketing expert.
Nielsen’s national TV ratings gets accreditation back after 19-month suspension
The suspension by the Media Ratings Council opened the door for competing rating providers who are being embraced by broadcasters and streamers.
D2C beauty shoppers are split between low prices and scarcity
Most beauty shoppers seek bargains, while “super fans” will pay full price for exclusive items.
Level up your marketing with in-game advertising
This report provides key insights into consumer attitudes and digital behaviors related to in-game advertising.
Marketing artificial intelligence (AI)
Why ChatGPT may be a blessing and a curse for agencies
AI is making it faster and easier to create content. This increases agencies' productivity and the likelihood of clients doing it themselves.
Walmart pulls Universe of Play off Roblox platform after consumer groups’ complaint
The groups said Walmart’s Universe of Play was an advergame and asked CARU to review it. The retailer said CARU OK’d it before launch.
Kraft Heinz and Gatorade tap in-store video screens for March Madness
The activations are part of a new offering from Cooler Screens that opens up all 10,000 screens at once to CPG brands.
Identifying B2B and B2C consumers in a privacy-driven environment: The MarTech Conference keynote
Identity resolution platforms, zero-party data, data clean rooms and community building were among the approaches discussed during the conference kickoff.
Salesforce, Google partner on local commerce
A new integration will help merchants using Commerce Cloud highlight local availability of products across Google surfaces.
ARHT rolls out retail hologram experiences
The new CAPSULE touchscreens display life-sized presenters and products, either live or on a video loop.