Editorial

Insights on How Major Retailers Prepared for Black Friday

In the week leading up to Thanksgiving and Black Friday, BrandTotal analyzed paid social media ad campaigns for 28 top retailers, including Walmart, Target, Costco, Macy’s, Best Buy, Home Depot, Nike, Nordstrom, and TJ Maxx — here are the findings.

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The Challenges Facing Influencer Marketing Regulations

Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.

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How to Drive Conversions on Content Pages

Getting everything from the information on the page, to the CTA right will ensure the work you do up to the point of decision really does pay off.

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The Challenges Facing Influencer Marketing Regulations

Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.

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Digital Audience Models Don’t All Look-Alike

Models built on anonymous, cohorted data give retailers the ability to target based on category or brand purchases while respecting individual’s privacy, assuming the seed file is excluded from the audience. High quality models can create addressable segments that predict purchases with better than 90% accuracy.

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Your Brand Is Inclusive, But What About Your Creator Strategy?

The concept of inclusivity has evolved significantly over the past decade. Inclusivity isn’t just about race, gender, or orientation, or a reaction to discrimination; it’s about different worldviews and backgrounds coming together to tell relevant, authentic stories.

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Could Advertising Learn More From Hollywood?

Most would probably know the Star Wars opening theme. However, only the diehard fans would be able to sing Leia’s theme, or even the more widely used, Force Suite.

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How Brands Must Prioritize Sustainability

The data is quite clear that people want brands to align with their values more than ever before, and even companies that have failed to promote sustainability have bounced back when they have made it their main goal.

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