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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How Home Depot and Kroger use RMN to improve shoppers’ ad experience
Teams at both retailers are using retail media networks to transform the way customers interact with brands and their stores.
Ryan Phelan: Spotlight on the expert
A discussion with our expert contributor about how he went from nightclub DJ to email marketing expert.
Nielsen’s national TV ratings gets accreditation back after 19-month suspension
The suspension by the Media Ratings Council opened the door for competing rating providers who are being embraced by broadcasters and streamers.
D2C beauty shoppers are split between low prices and scarcity
Most beauty shoppers seek bargains, while “super fans” will pay full price for exclusive items.
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.
Level up your marketing with in-game advertising
This report provides key insights into consumer attitudes and digital behaviors related to in-game advertising.
Marketing artificial intelligence (AI)
Why ChatGPT may be a blessing and a curse for agencies
AI is making it faster and easier to create content. This increases agencies' productivity and the likelihood of clients doing it themselves.
Walmart pulls Universe of Play off Roblox platform after consumer groups’ complaint
The groups said Walmart’s Universe of Play was an advergame and asked CARU to review it. The retailer said CARU OK’d it before launch.
Kraft Heinz and Gatorade tap in-store video screens for March Madness
The activations are part of a new offering from Cooler Screens that opens up all 10,000 screens at once to CPG brands.
Identifying B2B and B2C consumers in a privacy-driven environment: The MarTech Conference keynote
Identity resolution platforms, zero-party data, data clean rooms and community building were among the approaches discussed during the conference kickoff.
Salesforce, Google partner on local commerce
A new integration will help merchants using Commerce Cloud highlight local availability of products across Google surfaces.
ARHT rolls out retail hologram experiences
The new CAPSULE touchscreens display life-sized presenters and products, either live or on a video loop.
More ecommerce shoppers using buy-now-pay-later
Marketers should highlight the availability of BNPL and how it can aid consumers concerned about credit card interest rates.
Instagram unveils two new advertising channels
Instagram is adding ads to search results and has a new Reminder Ads feature, but it risks oversaturating an already ad-filled product.
TransUnion expands TruAudience marketing solutions
The relaunch of TruAudience combines identity and targeting capabilities of TransUnion and Neustar.
Uncover the latest global consumer attitudes and trends
Download the 2023 Consumer Trends Index to gain a deeper understanding of your customers and better meet their needs.
Digimind’s new product combines two AI engines to monitor and analyze social media
Digimind's AI sense monitors multiple channels for key events. ChatGPT then produces a real-time analysis in plain English.
Momentive Global, SurveyMonkey acquired by Symphony Technology Group
The deal to acquire the maker of SurveyMonkey is valued at $1.5 billion.
Sponsored White Papers & Webinars
The Big Game brand lift results are in!
Learn which ads scored big in 2023's Big Game.
Martech spending continues strong despite rocky economy
60% of businesses say they are increasing spending on marketing technology, services and personnel this year.
Roku partners with Best Buy for first-party data
The move is part of a marketing partnership which features an in-person event at SXSW and Best Buy selling Roku-branded TVs.
75% of marketers still rely heavily on third-party cookies
45% of marketers are spending at least half their budgets on campaigns and other activations based on third-party cookies.
Marketing artificial intelligence (AI)
Salesforce unveils Einstein GPT
Partnership with OpenAI, ChatGPT Slack app and fund for responsible generative AI were also announced at TrailblazerDX’23.
How Haleon built social media intelligence in-house
The company behind Advil and other consumer brands transformed their approach to social media just in time for the pandemic.
Papa Johns and Netspend adopt augmented reality for eGift campaign
The recent promotion deployed WebAR technology to make dollar bills in the physical world actionable for consumers using their phones.
Siri and Alexa may be used by protesters to attack customer support channels
Gartner report warns that virtual assistants, which are a growing part of digital customer experience, are also a weak spot.
Customer relationship management (CRM)
How Petco boosted emails and customer experience with a new CRM
To support the new tool, Petco also used AI to build modules which helped scale personalization.
Toyota launches AR experience to support 2023 Crown
Shoppers can customize, explore and test drive the new model virtually via an app-free WebAR platform.
IAB Tech Lab launches first clean room standards
The data clean room standards include DCR Guidance & Recommended Practices and will be open for public comment for 60 days.
What everybody was buzzing about during the Super Bowl
Rihanna, Mahomes, the ads, the game itself: Here's what got the most social media attention during the Super Bowl.
How Michelob ULTRA, PepsiCo and Rakuten are approaching the Super Bowl this year
Brands have paired up with ecommerce companies like Instacart and DoorDash to get their products to consumers before and during the game.
Marketing artificial intelligence (AI)
How to use AI and machine learning to personalize and optimize campaigns
Marketers can leverage this technology, but first they need to centralize their data.
88% of brands say they’re pressured to use retailers’ media networks
RMNs very real value is expected to increase as standardized measurements provide marketers with useful, comparable data.
Conversion optimization platform buyer's guide
What is a conversion optimization platform?
Here’s why marketers are using this new technology to improve experience and boost ROI.
Failure to get the most out of data clean rooms is costing marketers money
Less than a third are using clean rooms data for attribution. ROI/ROAS measurement, or media/marketing mix modeling.
Feds finally file anti-monopoly suit over Google’s adtech
The suit seeks to force the tech giant to get rid of its ad businesses and engaging in allegedly anticompetitive practices.
Cooler Screens expands in-store retail media presence
The company behind refrigerator door screens in Walgreens and elsewhere announced at NRF that new screens will be available for end-caps, checkout coolers, pharmacies and elsewhere in-store.
Digital asset management (DAM)
How Booksy used DAM to organize their digital asset production
The appointment-making platform implemented Bynder’s digital asset management (DAM) system to root out inefficiencies.
How Coca-Cola activated their enterprise CDP
Over the last two years, the Coca-Cola Company has been implementing an Adobe CDP and activating other capabilities around it to connect with 2 billion customers worldwide.
2023 predictions: How marketers will approach web3, virtual experiences and gaming this year
As the metaverse hype cycle wanes, marketers will target specific technologies that add value to their plans and strategies.