Marketers Need to Differentiate Loyalty Goals From Preference Goals
The conflation of preference and loyalty is one of the fundamental misunderstandings of modern marketing—so let’s set the record straight.
Who Wants 228 Big Macs?
Customers would see their points as a tangible pathway to getting more of what they love rather than a generic currency.
Consumer Relationships Aren’t Built on Financial Incentives
The promise and pitfalls of zero-party data.
Retail Media Measurement Must Extend Beyond Search and Across Channels
Lookback periods should vary by platform and channel.
How to Adjust—and Measure—Your Content Strategy for Google’s SGE
Google’s Search Generative Experience is still very much in its infancy, but brands need to take its evolutionary shifts seriously.
So You’ve Built a Loyalty Program. How Do You Measure Success?
If a program isn’t driving business value, it’s time to adjust your strategy.
Marketers, Beware of Using ‘Digital Focus Groups’ for Human Insights
When every advertiser has access to sophisticated AI and knows how to use it, the advantage will be entirely on how one puts their strategies into action.
B2B’s Move Toward Digital Is Here, and Affiliate Fits Right In
B2B affiliate won’t replace an entire digital channel strategy on its own, but it can provide a strong entry, complement or upgrade to expensive and ineffective marketing channels.
In-Store Retail Media in 2024: Hype or Happening?
Being an early mover on this evolving trend can be advantageous for brands.
How Instacart Moved Beyond Groceries to Become a Retail Media Power
Instacart excels in understanding the intricacies of grocery purchasing behavior, which differs from shopping on platforms like Amazon.
Charting the New Frontier of Consumer Insights: Emography
The strength of the 'heartset' may outweigh the pull of the mindset.
When It Comes to Martech, a Single Tool Is Never Enough
Depending on the business type, marketing goals and budget, a martech stack may include more than a dozen components
3 Major Ways Generative AI Is Redefining Search
The future is AI-driven, trust-centric dialogue between brands and consumers.
Brand Knowledge Will Level Up Your AI-Driven Search Engine Marketing
Start preparing now for the changes to conversational chatbots that will transform SEM.
The New ‘Mobile’ Marketing Means Taking Your Brand on Tour
Mobile tours are a fresh strategy, though they’re not simple to design.
Not Selling on Amazon? That Doesn’t Mean You Shouldn’t Advertise There
While no one is coming to Amazon or Walmart for insurance, real estate or streaming, people who purchase those services are most certainly shopping on retailer sites.
