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Megan Pratt

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The only constant in digital marketing is change. The most recent example is Apple’s announcement that iOS 14, an update that changes the way apps ask for and collects user data, is launching in early spring. Basically, this update requires each person using an Apple device to give consent that their user and device data can be tracked by each app individually.  As you can imagine, this is causing quite a stir for digital marketers…

Since arriving on the digital marketing scene in the mid-90s, cookies have remained an integral tool for understanding their customers. However, evolving public expectations for user data privacy have catalyzed a shift away from the use of certain cookies — specifically, third-party cookies — to track consumers online. In response, major legislation such as Europe’s GDPR law and the California Consumer Protection Act (CCPA) pushed significant changes in how marketers manage, trade, and use customer…

The holidays will undoubtedly look different this year, but consumers are nevertheless projected to spend nearly $1,000 per household on gifts, decorations, food, and other festive items for their 2020 celebrations. And as happy as we may be to say goodbye to this challenging year and start anew, the end of the holiday season traditionally means a slump for brands and retailers as consumers hunker down in the cold winter months.  But that doesn’t mean…

A recent report predicts that almost $10 billion will be spent in political advertising this year. That’s $3.6 million more than the most recent election year in 2016. No matter which channel you’re on, you can expect a huge increase in political content in the coming months leading up to the November 3rd vote.  It’s not all bad news, though. Our team dug into the data and found that the election year actually had no…

Major League Baseball returned for an abbreviated season this past July, which means players and coaches can once again track their stats (think hits, strikeouts, and on-base percentage) to improve overall team performance.  In a similar way, marketing goals help brands focus on what they want to accomplish — and more importantly, what they need to do to get there. And key performance indicators, or KPIs, are the metrics that signal a brand’s progress toward…

E-commerce has been on the rise for several years, and even a global pandemic can’t put a stop to that progress. Though the increases won’t be quite as stark this year (eMarketer predicts a 16.5% increase, down 20% from last year’s increase), consumers are increasingly interested in purchasing goods and services in almost every category online. Whether you’re competing with other direct-to-consumer (D2C) brands or you’re up against big marketplaces like Amazon, adding the right…

We could all use a boost right now. Particularly small businesses, who are being hit with uncertainty from all angles — whether that’s pivoting to new products or audiences, focusing more on online strategies, or just trying to stay in business. It’s a challenging time.  That’s not to say that it’s without opportunities. You may have to look harder and be more creative to spot them, but there are opportunities for just about every brand…

Since the coronavirus outbreak, there’s been a profound, necessary shift in consumer behavior. Shoppers are making fewer trips to grocery stores and are instead turning to apps to replenish their food supplies and essentials. They’re also unable to go out to their favorite restaurants and are instead left to fend for themselves in the kitchen. With that extra time (and extra appetite for delicious, comforting food), more people are turning to meal delivery services. Companies…

There’s no denying that these are tough times. When times are tough, it’s really common for brands to struggle with what to say, particularly on social media. Do you stick with your old messaging and pretend it’s still business as usual? (Hint: no). Do you commit your feed to only COVID-19 related posts from now on? (Hint: probably not). While we can’t answer these questions for you, we can give you a guide to putting…

Times of crisis tend to leave permanent imprints on the people that live through them. For personal crises, these marks are often similarly personal — idiosyncrasies, habits, quirks. But when the crisis is global, the marks are often left on whole societies, and sometimes on the entire world. These global scars shape consumer behavior in large ways, changing expectations and norms in ways that seemed unthinkable before they happened. These changes happen fast, and can…