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First-Party Data: The Need is Real for Brands

| Pam Erlichman

Brands now have little choice but to build marketing and advertising initiatives around first-party data that consumers freely opt to share. But there are rules – and I’m not referring to GDPR, CCPA, CPRA or any other privacy law. The rules center on establishing trust.

Using Micro Influencers to Target Gen Z in 2022

| Austin Rotter

If the pandemic has taught ecommerce brands and retailers anything, it’s that being flexible in creating new avenues to engage with consumers, especially hard-to-reach demos like Gen Z, is mission critical for survival. For any brands targeting Gen Z shoppers, micro influencers will have to play an extremely important role.

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The Cookie Apocalypse: Get Ready with Chat Marketing

| Mike Yan

While the so-called cookie apocalypse, i.e. Google banning the use of third-party cookies, is now pushed off until sometime in 2023, digital marketers still need to adjust their strategy to a model that delivers actionable insights, targeted outreach and revenue opportunities while ensuring compliance and customer privacy.

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Setting Up Product Recommendation Quizzes for Success

| Jan Soerensen

Product recommendation quizzes allow merchants to grasp the holy grail — zero-party data — information that customers intentionally share with you. Shoppers will gladly provide their information when your quiz is helpful and respectful. They won’t if it’s too complex or if it stands in the way of their shopping journey.

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Your Brand World Amid Virtual Worlds

| Victoria Kurzweg

The future of brand-building is more than storytelling and design – it’s more about creating a brand world. As our attention moves beyond the screen, stories will become even less linear and more choose-your-own-adventure. Design systems will continue to grow beyond visual elements and into the domains of sound, space and motion.

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With Brand Loyalty, Emotion-Based Strategies Are the Future

| Michela Baxter

Loyalty programs are essential to the overall brand experience. A transactional “do/get” value exchange establishes functional bonds, but this tactic alone is not enough to build deeper emotional connections and weather future storms. Emotional loyalty strategies will be among the most successful in a post-pandemic world.

MCM CommerceChat podcast

The Shrinking Gender Gap in Shopper Preferences

| Mike O'Brien

While there may not be as many women buying drills and crosscut saws at Home Depot these days, it appears that men and women have a lot more in common these days in terms of shopping preferences. Rodney Mason, CMO of daVinci Payments, breaks down the implications for marketers in the latest MCM CommerceChat podcast.

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A Look Back and Ahead: Lessons for Brand Marketers

| Udayan Bose

While it’s easy for disruption to feel like an overused buzzword, this is the time that retail marketers need to embrace it. As we near the one-year anniversary of the first COVID-19 lockdowns, here are 3 tips to help brand marketers innovate in the months ahead, based on lessons learned from the past year.

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4 Strategies to Unlock Opportunities Post COVID for Retailers and Brands

| Ranga Bodla

The pandemic has brought about challenges to every organization, forcing them to reexamine their business models and operations. But it has also shown their resilience. As retailers and brands look to pave the path forward, they need to continually adapt and keep a critical eye on what’s working and what’s not.

6 Instagram Marketing Tactics to Help Nurture Your Ecommerce Store

| Jacques van der Wilt

Instagram has quickly become one of social media’s powerhouse brands and is a hotbed for marketing. Currently, 80% of Instagram users claim they follow at least one brand on the platform, with 60% saying they discovered a new product. Here are key reasons why you need to be on there, and how it can boost your ecommerce sales.