News and Analysis
Head of the Class — Back-to-School Marketing Language Trends
Very few seasons connote change the way the back-to-school season does. Even for those of us who are no longer in school, the shorter days and cooler mornings mean that a new school year (and, by default, autumn, if you live somewhere lucky enough to experience it) is soon upon us. And every time summer […]
Brand Halloween Holiday Creep 2023
Before you could even put away your beach chair and utter “Pumpkin Spice,” Halloween accessories, boxes of tinsel, faux trees, and December lights began thier holiday creep and began to appear on store shelves. MULO (multi-location) retailers have changed the traditional sales cycle and accelerated the holiday shopping schedule. Halloween 2023 began in July, as […]
Grocers Navigate the Shift from E-commerce to In-Store
More than half of e-commerce grocery customers have left the channel since last year. Where have they gone, and what can grocers do to bring them back? That’s the question many supermarket chains and retail marketers are trying to answer. According to new data from SymphonyAI Retail CPG, 52% of e-commerce grocery customers have left […]
Commentary
Are Brand Ambassadors Replacing Influencers Post-Pandemic?
The everyday consumer tends to first seek out friends/family and niche influencers (or brand ambassadors) for recommendations rather than celebrity influencers. An ambassador is product-oriented, commission-driven, and incentivized to sell products, rather than being paid per post conditional upon the number of followers they have like an influencer. Being commission-driven, ambassadors will usually get into the nitty-gritty about the product, spelling out why they love it, tips on styling, etc.
Latest Posts
4 Reasons Why Now is the Time to Double Down on Your Mobile App
If the current upheaval in the market signals anything, it is that the relationship you have with your customers must be cherished, cultivated, and mutually beneficial in order to be monetized effectively. As the user acquisition game becomes more challenging, businesses must invest in personalization and engagement in order to improve retention, activation, and conversion metrics. This means doubling down on your mobile app strategy and centering it on transparency, on-device targeting, and trust.
Contextual Ads Power Sophisticated Content Strategies in Privacy Era
As the advertising industry turns back toward contextual, marketers will find a much more advanced technology than the one they may equate with the term. The privacy-safe ad method isn’t just serving up sneaker ads anymore; it’s powering sophisticated, content-based brand campaigns across multiple channels and target audiences.
Scorpion Expands Its Toolbox with Yelp Partnership
The digital marketing services provider Scorpion announced a new partnership with Yelp this morning, in a move that demonstrates just how important Yelp’s advertising platform has become to the local ecosystem. Scorpion clients will have access to Yelp tools like zip code targeting, campaign goals, negative keywords, and other pilot programs that take a granular and customized approach to ad delivery. They will also be able to optimize their Yelp presence and unlock new profile optimizations that weren’t previously available.
No One Solution Will Dominate the Cambrian Explosion of Digital Identifiers
Over the past year, many solutions have emerged as a means to fill the niche left behind by the third-party cookie – and while not all solutions in this space take the form of newly minted digital identifiers, the population of upstart cookieless IDs continues to grow in size, features, and wide-ranging industry support. This raises the question of just how we’ll identify the ultimate cookieless ID.
How a Brand-First Approach Builds Customer Loyalty
When every step of the buyer journey reflects your brand, from the time shoppers enter your website to the time they make a purchase, you improve your ability to forge deep and lasting connections with your customers. These customers will become loyal brand ambassadors who will advocate for your business and drive meaningful improvements in revenue and loyalty — metrics that will ultimately determine your business’ success.
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