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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
Google rolls out new features for Local Service Ads
One new feature is designed to increase ad engagement and rankings, while the other provides greater budget controls.
Retail media networks and advertisers going from guesswork to growth
CVS, Albertsons, dentsu and EssenceMediacom weigh in on measurement standards and opportunities as RMNs mature.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: August 8
Consumers are really, really not impressed with AI, consistently preferring products that don't mention AI over those that do.
Google phasing out Smart Campaigns in favor of Performance Max
Google's shift from Smart Campaigns to Performance Max signals a major push toward AI-driven, cross-platform advertising solutions.
What the Google antitrust ruling could mean for advertisers
Changes in technology and consumer behavior make this the perfect moment for companies that want to challenge Google's dominant market position.
Aflac’s approach to Gen Z engagement
How the widely-recognized insurance brand promotes omnichannel engagement for Gen Z and the rest of us.
Why Google lost: The DoJ’s case in 11 slides
Here is what you need to know about the Google antitrust case from the Justice Department's closing presentation.
Google Ads hit by major reporting glitch, exposing competitor data
Competitors' sensitive information is being exposed to advertisers while key reporting tools and product management features are inaccessible.
Amazon digital ad revenue up 20% in 2nd quarter
The company booked $12.77 billion in ad revenues for the quarter, thanks in part to adding advertising to Prime Video offerings.
Experian rolls out retail media network solution
Identity resolution plays an important role in proving RMN value while remaining transparent and privacy-compliant.
Meta ad revenue up 22% in second quarter
The Facebook parent had a second quarter revenue of $39 billion. Zeta Global and Criteo are reported improved earnings.
Second quarter saw slowing ad spend on most platforms
While Amazon Sponsored Products, Facebook, Google search and Instagram all saw lower growth, YouTube was up 28% thanks to a big increase in impressions.
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.