Tag Archives: Topic Data

What is the difference between first and third party cookies?

what-is-the-difference-between-first-and-third-party-cookies?

Cookies identify online users and have become a mainstay of digital advertising. As web servers have no memory of their own, cookies are used to make websites remember the user’s action, so they aren’t asked to perform a task again and again. As a result, they help provide a better, more personalized user experience. And while most marketers know this broad definition, getting into the…

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What marketers can learn from direct-to-consumer brands during COVID

what-marketers-can-learn-from-direct-to-consumer-brands-during-covid

The “new normal” is a popular term in marketing right now, but the truth is, we’ve dealt with similar seismic shifts before and found our way through them. Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities. Savvy entrepreneurs found smarter, cheaper…

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Ask the expert: How can retailers succeed this holiday season?

ask-the-expert:-how-can-retailers-succeed-this-holiday-season?

When shelter-in-place orders were first instated in March, retailers had to close their doors in an effort to stop the spread of COVID-19, resulting in a steep drop in sales for everyone. While the decline was not totally out of the blue, retailers are still feeling the pressure: according to Epsilon data, consumers across generations still have mixed feelings around when they will return to…

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How retailers are adapting their back-to-school planning

how-retailers-are-adapting-their-back-to-school-planning

The back-to-school shopping season is going to be different for all this year – brands, students, teachers, parents and so on. Everything seems different as we continue to adapt to this ‘new norm’. In fact, from our recent research, we learned that over 67% of consumers across generations feel that things are never going to be the same again. With so many ‘unknowns’ and speculation…

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How the upcoming presidential election will impact consumer spending

how-the-upcoming-presidential-election-will-impact-consumer-spending

With election 2020 fast approaching, brands are starting to adjust their marketing plans to prepare for ‘the change in the consumer’s mindset’ to ensure their brand remains front and center. During the presidential election, consumers are distracted. The advertising marketplace is cluttered with campaign advertisements and consumers are constantly monitoring their mobile devices to check for the latest updates. With the election being top of…

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In times of uncertainty, data helps us stay connected

in-times-of-uncertainty,-data-helps-us-stay-connected

Marketing to your customers during this time has changed. Being transparent and authentic in each and every communication is more important than ever. Data is the fuel that drives these communications and marketing campaigns. It connects consumers to brands and helps create an emotional relationship while establishing trust in their products and services. But when uncertainty continues, it’s easy to become distracted. Marketers need to…

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Retail messaging during COVID-19: What to embrace right now

retail-messaging-during-covid-19:-what-to-embrace-right-now

My colleague and partner from our Digital CX group, Jill Redo, and I have been scanning the retail communications landscape the last few weeks. Our teams identify new weekly UpTrends, which we’ve been publishing in a newsletter to sales, client partners and account executives for client distribution. Her observations below, along with mine, hit on some of the challenges and opportunities facing retailers today.

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The $42 billion co-op advertising opportunity: a win-win for retailers and brands

the-$42-billion-co-op-advertising-opportunity:-a-win-win-for-retailers-and-brands

Now, more than ever, it’s important to connect with your customers with timely, personalized content. And to think about how your marketing strategy will support your business objectives in the months ahead. So if someone told you that you were ignoring a $42 billion opportunity wouldn’t you want to make a change? Of course you would.

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Aspire to loyalty as an outcome, not just a program

aspire-to-loyalty-as-an-outcome,-not-just-a-program

Truly progressive brands have evolved to look at ALL of their customers through a loyalty lens; not only those who are enrolled in their loyalty program. These innovators practice Big "L” loyalty, using their loyalty strategies and tactics to create exceptional customer experiences, inspire passion and trust and engender long-term relationships. These emotional connections then serve as the steppingstone to matriculate customers into a permission-based…

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The power of identity—what restaurants can learn from Forrester’s research

the-power-of-identity—what-restaurants-can-learn-from-forrester’s-research

Identity resolution. It’s the foundation to executing—and measuring—effective, personalized restaurant marketing. You need it to go beyond one-size-fits-all offers to engaging diners in the highly relevant conversations and experiences they expect. In fact, identity resolution is one of the most critical parts of marketing—for restaurants and many other businesses.

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Third-party data isn’t dead

third-party-data-isn’t-dead

There’s a myth in the marketplace of how “third-party data is dead,” especially given the significant changes in policies, privacy and compliance requirements. Some brands think third-party data leads to cost inefficiencies, but typically, these brands are leveraging data from an unknown, non-validated source resulting in poor data quality.

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