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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PepsiCo’s strategies for marketing via online games and esports
PepsiCo's head of gaming and esports shares his playbook for connecting with gamers and fans.
How unifying customer profiles is paying off for this iconic travel brand
Xanterra is using a customer "Golden Record" to deliver on its promise of personalized customer experiences.
Facebook agrees to revamp adtech over discrimination charges
Second time company has settled a federal lawsuit about advertising bias.
5 enduring trends in martech
Top five predictions for what will remain unchanged about marketing technology in the next ten years.
MarTech Salary and Career Survey shows big rewards for knowing marketing and machines
Marketing and marketing operations are hot career options.
How B2B marketers can leverage the metaverse
Why should consumer brands have all the virtual fun?
Salesforce launches pilot NFT cloud
Plus multiple enhancements to Commerce Cloud and Marketing Cloud, including a Commerce Marketplace.
Email marketing benchmark report shows personalized subject lines under-perform
Emails with personalized subject lines get lower open rates (18.79%) than generic ones (22.14%).
Salesforce partners with TikTok for social commerce
Salesforce Commerce Cloud adds booming video platform TikTok to its battery of sales channels.
NFTs are taking off on Instagram
Non-fungible tokens are finding their place on the social media network. But are marketers taking advantage?
What you need to know from Google Marketing Live
Here's a recap of the marketing news from Google's annual event, including Automation, Performance Max, YouTube Shorts and more.
Martech failure? 50% say loyalty programs don’t offer much value
Get an app: It’s 2022 and people have been irritated about physical loyalty cards for decades.
How a smart email strategy helped Apple Rose Beauty thrive during the pandemic
The boutique beauty brand used ActiveCampaign’s CX technology to level up their customer communication strategy, successfully pivoting to online sales during the pandemic.
Google is giving users greater control over what ads they see
My Ad Center will let users block any ad and get info on why they were chosen to see it.
Online inflation is beginning to ease
The Adobe Digital Price Index sees ecommerce price increases finally slowing.
Good morning: The impact of marketing experiences
Consumers are looking for you to put your best marketing experience forward.
Blurring of line between work and home creates a new consumer persona
Marketers are uncertain about the best way to connect with "workday consumers."
App opt-in rates climb despite Apple’s permission requirements
Rate hits 25%, up 9% since the release of AppTrackingTransparency feature.
Streaming chaos: Increasing number of services makes it harder for viewers to find the content they want
Unique program titles went from 646,000 in 2019 to 817,000 today.
Good morning: The more diverse your team, the more successful it is
How do you find the people who aren't at your table?
Good morning: Demand for transformation
The latest from The MarTech Conference.
Data.ai launches new solutions for the app ecosystem
Formerly App Annie, data.ai is introducing a new app taxonomy and an in-app purchase SKU.
Breaking down the digital transformation of today’s customer journeys
Buyers are on “the customer journey of a lifetime" coming off of a two-year period where digital became dominant and relationships were forged behind screens.
Braze for Commerce will deliver personalization powered by first-party data
Braze has released a set of solutions to help retail and ecommerce brands leverage zero- and first-party data in a no-code environment.
Cable TV subscriptions set to drop below 50% of all US households
Between 2016 and 2021 cable has lost more than 25% of all US households.
Good morning: B2B is adopting D2C habits
The B2B business customer has adopted many of the buying habits of D2C ecommerce consumers.
What you need to know about mobile game advertising
Mobile game consumer spend reached $116 billion in 2021 -- up $16 billion from the year before
US consumers overwhelmingly support businesses cutting ties with Russia
Gartner survey also finds customers don't want companies touting charitable actions, either.
COVID-19 prompts consumers to ask big questions
Marketers must align with the revolutionary changes consumers are undergoing thanks to the pandemic.
Customers demand digital-style experiences in physical retail stores
A Bazaarvoice survey finds that customers and retailers largely agree that the in-store experience needs digital components.
Samsung Ads rolls out data partnership with major marketing platforms
Samsung Onboarding Partner Program will become available in early 2022 and allows advertisers to bring in their own audience data and preferred segments.
Good morning: Exits for Amazon sellers
Looking at the Amazon aggregator phenomenon.
Amazon sellers battle the giant’s algorithm-based policy- and decision-making
At AMZ Innovate, Amazon sellers expressed their frustration with the tech giant, and also their granular obsession with it.
Demandbase added to the 365 Customer Insights ecosystem
The Demandbase group of companies will bring a portfolio of account-based B2B data to Microsoft's CDP.
How Sony Interactive Entertainment built a winning marketing data strategy
Sony Interactive Entertainment found ways to improve its data strategy in a transformed digital landscape.
B2C is transforming too: Tuesday’s daily brief
CPG brands are finding out they need to raise their direct-to-consumer game.
Amperity’s new generation CDP targets enterprise B2C
Amperity CDP targets the retail industry.
Here’s how to modify your ecommerce campaign for B2B and B2C
There are many similarities and relevant tactics to connect businesses with consumers and other businesses.
B2B marketers look to match B2C in level of customer experience
Study says B2B marketers need to prioritize data governance to improve CX.
With Customer 360, Salesforce brings a single customer view to its B2C side
Now available in a private pilot, it offers a ‘federated solution’ that ties existing silos of data into one profile and ID.