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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Lyft Media expands measurement and targeting capabilities
New partnerships are powering the rideshare service’s ad platform with measurement that ties riders and ads to outcomes.
Behind the scenes of Betterment’s B2B brand awareness campaign
How the fintech company is using pro athletes to establish itself with businesses and millennials as a trusted, long-term financial partner.
2024 online holiday spending set for record year with $240 billion in sales
Adobe expects an 8.4% increase over last year’s online spending, nearly twice the increase seen last year.
7 weak spots in Google’s defense against DOJ antitrust claims
Google's put on a strong defense, arguing its advertising practices benefit customers and are not anti-competitive. Will they hold up under attack?
Marketing artificial intelligence (AI)
Hiring a content strategy development manager: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: roles and responsibilities for content strategy development.
U.S. FTC ban on fake, AI-generated reviews takes effect Oct. 13
The FTC wants to clean up fake reviews and fabricated social media followers. Let’s hope it’s got a big bucket.
Marketing artificial intelligence (AI)
Why AI’s agents and commodification are good news for marketers
The genAI industry is spending trillions to create interchangeable brands and products that are saving marketers time and money.
Overcoming workplace politics: A marketer’s guide to cross-functional partnerships
Kicking off Day 2 of The MarTech Conference, executives discussed building relationships and mastering the politics of marketing leadership.
Salesforce to buy enterprise knowledge platform Zoomin
The new technology improves personalization across all interaction points and provides and analyzes content consumption patterns and user behavior.
QR code alternative introduces shoppable video ad tool
IRCODE combines app, advanced computer vision and an AI neural network to make out-of-home, video and TV ads scannable and shoppable.
Mail still holds appeal for younger generation
People still use mail, people still like mail and many businesses still send mail on a weekly basis.
What to do when your vendor has a data breach
Last year, 61% of companies reported a third-party data breach — so it's only a matter of time until you will have to deal with one.
Retail media networks evolve with new in-store measurement standards and omnichannel strategies
Calls for standards and in-store experiences prevail at IAB Connected Commerce Summit: Retail Reimagined in New York.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: September 19
At Salesforce’s Dreamforce and HubSpot’s Inbound the talk is all about agents and their ability to deliver on AI's promise.
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.