Social media app BeReal prides itself on its authenticity. Rather than encouraging followers to endlessly scroll through heavily filtered posts from people and brands they may barely be familiar with, it sends users an audio reminder at a different time each day to share a pair of candid, unretouched photos with friends. So to counter […]
Upper funnel marketing works, says Kristen D’Arcy, Chief Marketing Officer at True Religion. And she has the results to prove it. D’Arcy began at the apparel brand in 2023 as the brand’s first CMO. She drove several initiatives to increase brand awareness, including deepening the brand’s cultural ties by tapping into sports and music […]
This is the moment Shutterfly has been working on all year: the holiday season. The November and December timeframe accounts for the majority of revenue for the personalized gift and card brand. In fact, Shuterfly is already planning for its 2026 holiday campaign, said Chief Marketing Officer Bree Casart. But first things first: Shutterfly’s marketing […]
Most B2B marketing teams are exploring generative AI, but only 20% are using it every day. Meanwhile, 90% of B2B buyers are leveraging gen AI at each stage of the buying process. To stay ahead, CMOs need to move from experimentation to execution — closing the gap and keeping pace with increasingly AI-driven buyers. A […]
Sourhouse, which manufactures and sells its own sourdough bread baking tools, prioritizes earned media to grow its brand in the niche category. From a transactional standpoint, public relations marketing is sometimes worth the time investment and sometimes not, said Erik Fabian, co-founder of Sourhouse, a sourdough bread gadget manufacturer. But just thinking about the channel in terms of transactions is missing the point. Public relations […]
Upskilling employees to use AI within organizations is far behind what it should be, according to McDonald’s Chief Data & Analytics Officer Michelle Gansle. To reverse that trend, leaders must personalize the learning experience, take both a top-down and bottom-up approach to training, and put humans at the center of it. “What we don’t need […]
Nearly four out of five organizations will increase their annual martech expenditures during the next five years, according to McKinsey & Company. In fact, 34% will boost their annual martech spend by more than 10%. Yet when the consulting firm interviewed roughly 50 senior marketing officers at Fortune 500 organizations, not one could quantify the […]
Things are changing for B2B marketers. They can feel it. Their current inbound marketing campaigns aren’t pulling the same volume or quality MQLs they used to. Why not? What’s changed? It comes down to a variety of things: technological, strategic, cultural and psychological. But all rolled up, there are four big forces redefining what successful […]
Marketplaces have become the go-to way for retailers to quickly expand their assortment in a low-risk way. And Ulta wants in. The cosmetics retail chain recently launched UB Marketplace not to expand the assortment of its core offering, but to test products in adjacent categories, such as grooming, wellness, pro tools and global beauty, said […]
Alienware and Twitch, two well-known brands among the gaming set, have collaborated on an interactive, sci-fi activation taking place in New York City’s Grand Central Terminal this week, October 27–31. The goal of the alien-themed pop-up, dubbed “The Artifact,” is to introduce the general public to the gaming brands while also providing a heightened experience […]