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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4 tips for auditing your marketing automation program
Audit your marketing automation program so everybody on your team is aware of changes, updates and what to troubleshoot.
How reducing your carbon footprint can save you money and increase ad impact
Crimtan's CTO explains what you can do to improve your marketing's efficiency while also aiding in the fight against climate change.
Google rolls out new shopping features to boost conversions
Brands have several new opportunities to reach potential customers including a deals hub and a gift ideas page.
Walmart launches shoppable ads on NBCUniversal’s Peacock
The ad partnership debuts shoppable episodes of Bravo’s “Below Deck Mediterranean” using NBCU’s Must ShopTV experience on Peacock.
5 marketing automation quick wins
Here are some quick ways that organizations can take advantage of marketing automation to increase the value of customer interactions.
EU authorities ban Meta from using personal data for advertising
The ban will begin in two weeks and appears to cripple Big Tech's ability to sell first-person data used by marketers.
TikTok users have post-holiday shopping plans
TikTok users have big plans for after the holidays. Here’s what the video platform found out about its audience’s interest in post-holiday promotions.
What to do if customers aren’t receiving your confirmation emails
Learn strategies to overcome email blockers, improve deliverability and adapt to customer communication preferences.
Diversity and inclusion in marketing
New adtech partnership unlocks inventory for multicultural publications
Basis Technologies and Direct Digital Holdings connect to allow companies of all sizes scale up advertising on multicultural publishers.
Snap revenue up 5% on stronger digital ad market
The company continues to invest in AI and ad platform improvements to generate higher returns for advertisers.
Why Dollar Shave Club cut its homegrown ecommerce system
The popular DTC brand implemented a Shopify-centric stack that includes Ordergroove, Gorgias, Klaviyo and Shopify Plus.
Mobile apps see a surge in consumer use and spending
Consumers spent $100 billion on mobile apps faster than ever this year and emerging markets saw a big increase in app use.
Marketers more optimistic even as budgets fall
Marketer optimism is way up from this spring, even though ad spend and marketing budgets are down.
New YouTube ad package helps brands capture cultural, sports moments
The AI-powered campaign type lets brands serve ads alongside 'the most relevant and engaging' video content on YouTube.
Pepsi, McDonald’s and the latest in digital out-of-home
Brands and tech leaders at the DPAA Summit offered a vision of more dynamic omnichannel engagement driven by data and DOOH.
How Georgia-Pacific connects with customers on retail media networks
Director of digital media Paras Shah tells us how he got started with RMNs and what his focus is on now with RMN campaigns.
Adobe forecasts 4.8% growth YoY in online holiday spending
Adobe predicts strong growth YoY in ecommerce for the 2023 holiday season. Plus, mobile hits a major milestone.
How Icelandair used programmatic to increase bookings
Programmatic is typically used for top-of-the-funnel, brand awareness. Icelandair and its partners figured out how to get it to increase sales.
How Citizens Bank transformed content to meet changing customer needs
The regional bank uses data, DAM and new channels like TikTok to build trust and authority with customers in major Northeast markets.
A look ahead to Amazon’s Prime Big Deals Days
Amazon Prime members are gearing up to get a head start on holiday shopping in October, says a survey from Bazaarvoice and Dynata.
Marketing artificial intelligence (AI)
Marketing AI blueprint unveiled at The MarTech Conference
A look at how marketers can review and adopt generative AI tools in a repeatable way during this "transformational" time.
Samsung Ads introduces new CTV ad types
Through a partnership with BrightLine, Samsung Ads expands its dynamic ad inventory to achieve real-time dialog with viewers.
State Farm and iHeartMedia to host Ed Sheeran experience in Fortnite
The experience will take fans through virtual environments based on new Sheeran songs, with exclusive performances by the artist.
3 ways marketing automation drives cross-functional alignment
Marketing automation is the glue that keeps campaigns and teams together throughout the organization. Here’s how.
IAB releases new guidelines as retail media networks mature
Advertisers say they’ll increase RMN investment but they want standardization, a new study from the IAB finds.
Criteo puts retail media DSP into general release
Commerce Max has been in limited use since 2020, it offers brands and agencies a single point of entry to retail media inventory.
New Gartner report challenges conventional wisdom on holiday marketing
Many brands will be marketing around price this year. Use inclusivity and ESG achievement to stand out in the crowd.
How persuasive email design can influence the ecommerce customer journey
Email doesn't begin and end with copywriting. Design elements can help persuade customers to click and convert.
How Homethreads is leveraging data to create a new customer experience
Homethreads' proprietary technology provides customer data to position the brand as more than just another home goods site.
Customer journey orchestration
3 reasons why customer journeys are the key to better experiences and profits
Here's how taking a holistic look at customer journeys can help your organization drive better experiences and higher revenue.
4 tips to prepare for Black Friday and Cyber Monday
Ace your holiday promotions with this step-by-step guide.
CTV viewing hours rise 21%
73% of U.S. households now stream, up from 69% in 2022. Streaming trends from Comscore's State of Streaming report.
Is martech the solution to the Hollywood writers’ and actors’ strike?
Upwave CEO Chris Kelly thinks better AVOD and SVOD measurement would bring more ad dollars for the two sides to share.
Gen Z teens are watching YouTube ads and recalling what they’ve seen
YouTube is now the number one platform for teens, with almost eight in 10 using it to stream video content.
Meta launches new tool to track branded content campaigns
With the new Meta Ads Library, you can now search for branded content to gain insights into your competitors' marketing strategies.
Digital experience platform (DXP)
Lyft introduces in-app ads as part of an expanded rider experience
By building out their ridesharing ecosystem, Lyft Media has grown 4X in the last year. Riders will see one in-app ad per ride at the program's start.
What brands and retailers need to know about RMNs
Michael Greene, head of strategy at Criteo, discusses what needs to change if retail media networks are going to be successful.
CTV ad spend hits record-breaking $1 billion in June
Ad intelligence provider Vivvix (formerly Kantar) forecasts continued growth in CTV and other digital platforms like YouTube.
B2C marketers are overwhelmed by growing challenges
Priorities like demonstrating ROI, implementing AI and meeting data challenges are proving too much for many marketers.
Why global brands are flooding European football leagues
U.S. audiences have more access than ever to European leagues, so stateside marketers take note. Here are the latest sponsorships trends.