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)
Using mobile measurement partners to drive bookings: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: MMP measurements to increase mobile and web bookings.
2024 elections playbook works for brands too
Brands can take advantage of contextual strategies and CTV to fuel their holiday push.
Marketing artificial intelligence (AI)
Salesforce launches new, ‘more trustworthy’ generation of AI bots
Agentforce is designed to take actions on its own using guardrails and can be customized without much technical know. CEO Marc Benioff calls it, "AI for the rest of us."
How brands are taking the AI plunge and testing customer experiences
CX experts at Discover, Papa John’s, L’Occitane en Provence and elsewhere discussed opportunities for adopting AI and testing experiences.
Nearly half of US consumers feel ignored by marketers
Paying more attention to values and preferences could lead to more business with turned-off customers.
Meta to restrict data in Business Tools, impacting ad targeting
Data restrictions aim to enhance privacy, but may complicate ad targeting and potentially pause ads with highly targeted UTMs.
Foursquare introduces Sales Impact attribution features
The new offering combines location and purchase insights for mobile and multichannel campaigns.
Optimistic marketers increase expected ad spend
Growing economy has ad buyers increasing their 2024 ad spend projections to 11.8%, up significantly from last year.
Measuring customer acquisition cost: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: calculating marketing efficiency with CAC.
Google Ads to deprecate enhanced CPC for search and display ads
Company will begin phasing out enhanced CPC in October, with the goal of transitioning all remaining campaigns to manual CPC by March 2025.
Google Ads unveils advanced performance planner for YouTube campaigns
Google is also testing a new "Promotions" feature for App Campaigns that can create event-driven promotions tailored for mobile users.
Playable ads and longer campaigns gain traction in mobile gaming
The mobile gaming ad industry has seen only modest growth in recent years, but new strategies gaining popularity among advertisers.
Marketing artificial intelligence (AI)
How brands are using AI in Meta’s Advantage+ campaigns
Meta’s growing roster of AI-powered tools help Tuckernuck and Kitsch scale up creative and discover new customers in time for the holidays.
Marketing artificial intelligence (AI)
Data analysis and market research top list of AI use cases
Marketers seek practical AI applications for campaigns, study finds. And CTV eclipses AI among consumer interests.
Salesforce sees a shorter, more competitive holiday season in 2024
Expect to see very soft growth in onlines sales in the upcoming holiday season — but here are some ways brands can win.
RMN ad spending up 26% but questions remain
The spending increase comes despite fewer brands using RMNs. This may change: 66% expect them to become valuable marketing tools by 2026.
Google adds generative AI insights, shopping ad campaign goals
Google's new tools offer retailers real-time shopping trends, AI-powered insights and automated inventory syncing.
HubSpot experts share tips for successful CRM implementations
Whether you're using HubSpot support or implementing on your own, here are some factors and steps to consider.
Marketing artificial intelligence (AI)
For consumers, AI is the new IoT
There are AI-powered toothbrushes, coffee makers, mattresses, baby monitors and snow blowers. What there isn't: People who want to buy them.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: August 15
Tech companies are spending a lot on ads touting AI, despite more research showing it turns off consumers.
Email marketers sharpen deliverability tactics at MailCon
Experts from Google and across the email marketing landscape offered strategies in the “post-Yahoogle” era.
U.S. considering forcing a Google breakup
Could Google be broken up in the not-too-distant future? Could the U.S. government force a sale of Chrome, Android or Ads?
IAB releases updated IAB Diligence Platform
The platform, powered by Safeguard Privacy, will keep the adtech industry current on privacy compliance.
Google rolls out new features for Local Service Ads
One new feature is designed to increase ad engagement and rankings, while the other provides greater budget controls.
Retail media networks and advertisers going from guesswork to growth
CVS, Albertsons, dentsu and EssenceMediacom weigh in on measurement standards and opportunities as RMNs mature.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: August 8
Consumers are really, really not impressed with AI, consistently preferring products that don't mention AI over those that do.
Google phasing out Smart Campaigns in favor of Performance Max
Google's shift from Smart Campaigns to Performance Max signals a major push toward AI-driven, cross-platform advertising solutions.
What the Google antitrust ruling could mean for advertisers
Changes in technology and consumer behavior make this the perfect moment for companies that want to challenge Google's dominant market position.
Aflac’s approach to Gen Z engagement
How the widely-recognized insurance brand promotes omnichannel engagement for Gen Z and the rest of us.
Why Google lost: The DoJ’s case in 11 slides
Here is what you need to know about the Google antitrust case from the Justice Department's closing presentation.
Google Ads hit by major reporting glitch, exposing competitor data
Competitors' sensitive information is being exposed to advertisers while key reporting tools and product management features are inaccessible.
Amazon digital ad revenue up 20% in 2nd quarter
The company booked $12.77 billion in ad revenues for the quarter, thanks in part to adding advertising to Prime Video offerings.
Experian rolls out retail media network solution
Identity resolution plays an important role in proving RMN value while remaining transparent and privacy-compliant.
Meta ad revenue up 22% in second quarter
The Facebook parent had a second quarter revenue of $39 billion. Zeta Global and Criteo are reported improved earnings.
Second quarter saw slowing ad spend on most platforms
While Amazon Sponsored Products, Facebook, Google search and Instagram all saw lower growth, YouTube was up 28% thanks to a big increase in impressions.
Acquisitions signal agencies are betting on influencer marketing
Looking for a sign that influencer marketing has truly arrived? Platforms that connect marketers with influencers are a hot commodity.
The top ecommerce trends from record-breaking Amazon Prime Day 2024
Big-ticket items like furniture and electronics benefited from deeper discounts as online buyers proved ready to pounce.
CTV ads beat mobile and desktop for viewer attention
New study using facial analysis finds digital channels and ad formats matter for winning customer attention and outcomes.
Digital video ad spend sees 16% increase this year
IAB report finds more money moving to digital video advertising even as measurement problems persist.
61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.