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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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.
How The Container Store is using SMS to reach college students
The national retailer is capitalizing on mobile to drive online and in-store purchases during its back-to-school push.
Relo Metrics boosts sponsorship measurement with VideoAmp viewership data
The combined datasets give advertisers and agencies improved measurement for brand impressions during live events.
How Chime is activating data to communicate with customers
The fintech company adopted a warehouse-first approach to drive personalization and insights across channels.
Tim Parkin: Spotlight on the expert
Consultant and marketing coach Tim Parkin tells us about being a magician, a game developer and what problems marketers are looking to solve.
Google Ads unwraps several new features ahead of holiday season
New functions provide improved insights to help marketers gain early learnings to shape their campaigns and bidding strategies.
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.