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Marketing

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Think about the brands you love most. Odds are, you probably came up with a brand like Netflix or Dove, which were among the 25 most-loved brands of 2019, according to consumer research company Morning Consult. Aside from enthusiastic fan bases, these brands have a few other things in common: They’re instantly recognizable, they have huge footprints, and they have a lot of brand equity. What Is Brand Equity? According to e-commerce platform Shopify, brand equity…

With restrictions on businesses being at least partially lifted across the world, it’s time for companies to start thinking about what it’s going to take to reopen in the wake of the novel coronavirus pandemic. AdRoll has it covered — these hybrid checklists and in-depth explanations will guide brands through the process of getting ready to ramp up again, whether they shut their doors completely or just reduced operations. If you marked “Yes.” Many brands…

With huge increases in online shopping in the wake of the COVID-19 pandemic — U.S. e-commerce was up 49% in April alone, according to data from software company Adobe — online shopping is shaping up to be an attractive space for retailers and brands looking for growth. And the brands that want to launch and then grow their e-commerce businesses will, of course, need an e-commerce manager. At the same time, as more Americans work from…

Before the internet came along, brand interaction with customers was mainly a one-way street. Whether a commercial on TV or a printed catalog, the content generated by brands was largely self-centered, and the audience just passive consumers. The “advertorial” concept tried to remedy that by being more than an ad, providing the reader with interesting — albeit promotional — content.  The internet (and particularly social media) finally gave brands a responsive platform to interact with…

Customer loyalty is harder to cement than ever before, with 58% of consumers changing brands from one purchase cycle to the next, according to data from management consulting firm McKinsey. And so both the good and bad news for brands is every future purchase is theoretically up for grabs. To further complicate things, while the evolution of the linear customer journey is well-documented by this point, it is nevertheless difficult to assign a specific shape…

For over forty years, Americans could count on three things: death, taxes, and ending their week with a celebrity excitedly shouting “Live from New York, it’s Saturday Night!” from their television screens. Since 1975, the sketch comedy variety show has racked up awards and accolades, faced controversies, fended off multiple cancellation attempts, and managed to somehow remain culturally relevant week after week. After 45 years on the air, the show has been written about and…

For most businesses, the year brings with it ebbs and flows, ups and downs. This fluctuation can often be associated with annual events and the products you are selling. While it can be daunting to stay on top of everything happening around you, establishing a retail moment focused marketing rhythm can address slowness and maximize big holidays. With a little bit of process and a few tools, you can get in front of these opportunities and…

Getting brands to spend on advertising has always been a hard sell. Every ad dollar that agencies invest on behalf of their clients must be accounted for and ROI proven. Brand uplift, increased revenues — these are just some of the everyday demands on agencies’ performance. If all that isn’t enough, add a global pandemic to the mix. In 2020, agencies found themselves contending with a totally altered consumer landscape, seriously worried clients, slashed ad…

When you’re a small business owner, you probably have a lot to worry about while growing your business. Sometimes, things like measuring analytics or tracking your marketing campaigns are pushed to the back of your to-do list. But with the right set of tools and a directed focus, measuring the effectiveness of your marketing channels can be the big first step that your small business needs to scale on a limited budget. Chances are, you’re already…

In an e-commerce world that continually evolves, brands are learning to leverage technologies to engage new markets and speak to new consumers. To stay competitive, marketers need to tell stories and deliver experiences that reflect the changing desires of consumers. That means personalization — creating content and creative tailored to each potential customer. Without customization, even brands with excellent reach across digital marketing channels will struggle to connect with consumers and remain relevant. Dynamic creative…