B2C marketing
MarTech is your source for B2C marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Acquisitions signal agencies are betting on influencer marketing
Looking for a sign that influencer marketing has truly arrived? Platforms that connect marketers with influencers are a hot commodity.
Email deliverability: What you need to know
What you need to know about deliverability requirements, the impact of getting them wrong and best practices to be sure that doesn't happen to you.
The top ecommerce trends from record-breaking Amazon Prime Day 2024
Big-ticket items like furniture and electronics benefited from deeper discounts as online buyers proved ready to pounce.
CTV ads beat mobile and desktop for viewer attention
New study using facial analysis finds digital channels and ad formats matter for winning customer attention and outcomes.
Digital video ad spend sees 16% increase this year
IAB report finds more money moving to digital video advertising even as measurement problems persist.
61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.
EU says Meta ad model violates Digital Markets Act
Regulators want equivalent services for people who don't want to pay for an ad-free experience or consent to the company collecting personal data.
How to market in the age of outrage
At a time when everything and anything is potentially controversial, some brands are speaking up and some are shutting down. Both approaches are risky.
EU charges Apple with violating anti-competitiveness law
The company is charged with restricting developers' ability to let consumers make purchases outside of the AppStore.
Ad Relevance is Amazon’s new walled garden
It's a big development in the (soon to be) post-cookie advertising landscape and can be seen as leapfrogging over Google's Privacy Sandbox.
Marketing artificial intelligence (AI)
Apple doubles down on AI despite signs of an industry slowdown
The bloom is off the AI rose as companies dial back spending amid concerns over cost and implementation failures.
Marketing artificial intelligence (AI)
Pega’s Blueprint for digital transformation
Pega product announcements at PegaWorld included enhancements to Blueprint, its genAI-powered application designer.
Marketing artificial intelligence (AI)
Google launches marketer resource center and AI recommendation tool
The tech giant is running a "Summer of AI Essentials" campaign to educate marketers on using AI for advertising.
Canva introduces Canva Enterprise, Work Kits and adtech apps
New offerings from the visual creative technology company aim to bring efficiency and brand controls to teams across large organizations.
Google unveils AI-powered advertising tools at Google Marketing Live
New tools, many of them AI-powered, will soon change how ad experiences are created by advertisers and experienced by customers.
3 reasons why digital video and CTV are booming in 2024
Here’s the data and developments fueling advertisers’ growing interest in CTV and digital video.
Alicia Arnold: Spotlight on the expert
Alicia tells us how she discovered her talent for translating technology and helping marketers better serve their customers.
How would a TikTok ban impact influencer marketing?
A ban would hurt some influencers and the brands they work with. It could also be a big opportunity for existing and new social media platforms.
Curb introduces one-stop advertising solution
Ride-hailing app Curb launches Curb Journey Connect, allowing advertisers to plug into mobile and in-cab screens in over 40 U.S. markets.
Marketing artificial intelligence (AI)
Meta rolls out genAI features for advertisers
Current and upcoming tools in Ads Manager’s Advantage+ creative suite aim to cut down on creative production time for scaled-up campaigns.
What is B2C marketing? Definitions and strategies
Here's what you need to know about B2C marketing, key B2C strategies, challenges facing B2C marketers and trends for 2023 and beyond.
Marketing artificial intelligence (AI)
How Iron Mountain implements conversational AI to drive engagement and revenue
The information storage services provider uses Conversica’s MAP integration to roll out two-way conversations across marketing, sales and customer care.
How True Classic uses post-purchase experiences to increase revenue
The company increased customer satisfaction with the aid of a tool by parcelLab that provides accurate shipping and delivery updates.
Adtech’s approaches to greener marketing
Mastercard and HSBC Bank were among those discussing ways to reduce carbon emissions at the Green Media Summit.
Marketing artificial intelligence (AI)
Deep links for push notifications: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: deep links in push notifications for a regional gym chain.
Customer relationship management (CRM)
MarTech’s CRM experts to follow
CRM is essential to martech. Doesn't matter if you're B2B or B2C, you use it. Here are the must follow voices to stay up to date on the latest developments.
YouTube adds new shopping features to increase seller revenue
The new features include the ability to curate product lists and quickly tagging videos across creators' entire library.
Hootsuite to acquire social analytics company Talkwalker
New offering will combine social media campaign management with analytics powered by Talkwalker’s Blue Silk GPT genAI technology.
Marketing artificial intelligence (AI)
Nicole Greene: Looking forward with AI
Gartner's AI expert explains how search generative experience will change everything and why chatbots are the next frontier in advertising
Google testing tools to provide more personalized shopping experiences
The tech giant is experimenting with new product discovery elements, including generative AI for product search and virtual try-on technology.
How marketers are investing in games: IAB PlayFronts
IAB releases new study and guidelines at its third annual advertising and technology event as 40% of gaming advertisers intend to increase budgets.
24 questions to ask identity resolution vendors during a demo
Identity resolution allows marketers to more accurately target and personalize brand messages to create better customer experiences.
MarTech Salary and Career Survey: More promotions and more layoffs
Overall, the median salary of men is 35% more than the median salary of women. At director and up, women earn 5% more than men.
Ethical marketing in the age of hidden fees and deceptive pricing
Marketing must benefit businesses, consumers and society by promoting accountability, transparency and genuine connections.
Google Search Ads 360 gains retail media capabilities
Tech giant claims new features will increase efficiency and scale for retail media with self-service.
Meta announces major updates to Advantage+ and Shopping Ads
The updates aim to help marketers create ads that make consumers feel more confident about making a purchase
Marketing artificial intelligence (AI)
Microsoft rolls out Copilot AI to more advertisers
Copilot allows marketers to instantly generate assets for campaigns, such as images, headlines, and descriptions.
Marketing artificial intelligence (AI)
Using multi-touch attribution to build a brand: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: mastering multi-touch attribution.
A CX reality check: When good intentions meet clunky execution
Explore the disconnects behind this brand’s customer experience initiative, and how martech and MOps teams can provide viable solutions.
How to build trust and loyalty in retail with reception marketing
Here's how retail brands can connect with consumers by delivering valuable content whenever and wherever they need it.