How do you market a product to consumers that they can’t walk into a store and buy? It’s a unique challenge that technology manufacturers like Qualcomm face. “It’s not a product that you can buy off the shelf. It’s a product that powers some of the most amazing devices on earth, from Samsung smartphones to […]
The technological tools marketers can employ to disseminate a company’s vision and increase brand equity are evolving. Following are several insights and technology trends marketers can incorporate into their communication strategies as they plan for 2022, according to a piece in AdExchanger.
Investing in ecommerce channels to boost sales by marketing to consumers directly has a particularly useful byproduct: first-party data. Take Nestle as an example, which announced this week that it plans to take ecommerce sales from 13 percent to 25 percent by 2025, a move that will significantly enhance its analytics capabilities. Here are four […]
Here is how Coors Banquet partnered with lifestyle brand Brixton to host a live music experience that benefitted the Wildland Firefighter Foundation while also providing a platform to promote its forthcoming capsule collection, according to a case study in Event Marketer.
Here’s a look at how Sephora transformed its flagship annual House of Beauty experience into a virtual playground with expert-led demos, live Q&As, games and photo ops, according to a case study in Event Marketer.
At the start of the new year, marketers must comply with the California Privacy Rights Act of 2020 (CPRA) in order to continue to collect valuable consumer data for targeting purposes. Here are six ways to prepare for the impact that CPRA will potentially have upon your business, according to a piece in AdExchanger.
Taking a B2B brand mainstream is a tricky business. In the case of Coupa, a leading technology platform in the business spend management category, that journey entails leveraging live TV, specifically sports, to not only increase brand recognition but also enhance category awareness. At this year’s World Series, Coupa sponsored a “Maximum Value Play of […]
For ecommerce marketers, measuring return on ad spend is critical. But there are several common pitfalls to navigate, from pinpointing conversion attribution to properly gauging growth to taking into account disparate measurement tactics depending on the marketing channel. An article in Multichannel Merchant examines how to proactively address these issues.
In the early days of the pandemic, small businesses were seriously struggling to stay afloat, inspiring many brands to offer free products, tools and services as a way to lend a helping held during trying times while simultaneously increasing brand loyalty. But for American Express, the goal quickly became to provide something highly useful for […]
Acquiring first-party data from consumers as an alternative to third-party cookies and data-tracking through apps is fast becoming a priority for digital marketers. Here is how large food and beverage companies are tapping celebrity-driven promotions and sales gimmicks to accrue that data in exchange for limited-edition merchandise and personalized products, according to an article in […]