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Fashion marketers

Fashion marketers prepare for supply chain sustainability — and disruption

It’s a confusing time for fashion marketers, just as it is for everyone else. The pandemic and its economic effects are still putting a drag on recovery, with issues like supply chain disruption causing multiple pain points that each brand is experiencing differently.  And yet, there are also positive developments and exciting challenges for brands…

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How marketers responded to the pandemic with stack replacements

The added pressures of the pandemic had marketers taking a hard look at the value in their technology stacks and weighing the benefits of new features.  “Over the last 18 months, you know during this COVID time, a lot of organizations had their budgets frozen or were asked to reduce costs in marketing,” said Anita…

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iOS 15 is out, but marketers can shake off the loss of email open rates

The best news to come out of “Pixelgeddon” – also known as Apple’s Mail Privacy Protection feature, which went into effect on Monday, Sept. 20 – is that I will never have to listen to another conference speaker tell his audience, “It’s all about the opens.” As of Monday, the thing many email marketers have…

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Though marketers wanted to save on cost, better features drove 2021 technology replacements

In the 2019 MarTech Replacement Survey we saw a mix of homegrown, legacy solutions and commercial solutions being replaced. But in 2021 we saw a big shift. This year when we launched this survey to help us understand how the pandemic has affected marketing technology purchases, we found more than half the respondents reported moving…

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marketers Picture

Why marketers’ picture of seniors is getting old

It’s a lazy stereotype typically played for laughs: a befuddled senior trying to figure out how to turn on an antiquated desktop computer. It turns out, it’s as wrong as it is outdated. “I love YouTube! I’m a YouTube fanatic. I get up in the morning and get on YouTube.” This rousing endorsement didn’t come…

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marketers Story

The Story Arc: A Marketer’s Roadmap to Greater Impact

September 1, 2021 Content Because of its ability to draw readers in, storytelling has become a potent format for B2B writers. Just like everyone else, many businesspeople enjoy consuming information in story form versus other formats. Because they come with a beginning, middle and end, stories propel audiences along a path that’s both easy and…

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marketers shift

‘Marketers have to shift their expectations’: Despite turmoil in parts, Facebook’s ads business holds up against Apple’s privacy crackdown

Long-term gains seldom come without short-term pain as the state of Facebook’s ads business bares out.The social network has been at the sharp end of Apple’s crackdown on in-app tracking since it started three months ago. Media dollars have been paused and reallocated as marketers saw their ability to personalize ads impaired without an abundance…

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creating marketers

How marketers are creating long-term customer relationships by leveraging householding

Humans are social beings, wired for connection. It’s no surprise, then, that the most successful brands foster long-term relationships with their customers. After all, marketing has always been about building an emotional link that creates a long-term alliance, which results in repeat usage and purchase. Neuromarketers point out that consumers are more inclined to buy…

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arrives marketers

As NIL era arrives, marketers find an influencer playbook

There’s a new crop of influencers on the horizon for marketers after the NCAA’s recent adoption of a policy allowing college athletes to benefit from their name, image and likeness (NIL).Basically, the long-awaited ruling means college athletes can start making money for their influence. Marketers have been eager to pony up. In the week since…

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Why marketers should pay attention to NFTs

Though 2021 kicked off with much hype around non-fungible tokens, NFTs are proving their staying power. For starters, investors and collectors acquired over 60,000 NFT-based artworks in May and June of this year. And perhaps more significantly, there was a 700% increase in secondary NFT sales in the same two months compared to April and…