American Marketer
Marketing
Influencer brand tribes hold promise post-COVID-19

As marketers re-evaluate post-pandemic marketing, forming an influencer “brand tribe” has proven to deliver dramatic results in driving shopper marketing, passionate advocacy and increased organic reach.

Retail
How consumer spending fared so far through 2020

Personal consumption makes up over two-thirds of the U.S. GDP and it dropped even more precipitously, down 34.6 percent on an annualized basis. This quarter marks the economy’s worse since the government started calculating GDP over 70-odd years ago.

Retail
Hear eBay, Saks, Alibaba, Facebook, BCG, Forrester, McCann, Bentley and Harrods at Future of Luxury eConference Sept. 23-24

From the founder of Mobile Marketer and Mobile Commerce Daily comes the Future of Luxury eConference Sept. 23-24 as brands and retailers face unprecedented changes in customer behavior. Speakers from eBay, Apple, Saks Fifth Avenue, Alibaba, Facebook/Instagram, Forrester Research, BCG, Accenture, McCann Worldgroup, Capgemini, UBS, Bentley Motors, Harrods, Christie’s, Montblanc, Pomellato and Moët Hennessy, among others. First 100 registrants receive the Future of Luxury special report! Register now – limited seats online. See article for agenda and registration.

Marketing
The new US consumer mindset

From a global pandemic to civil upset, the United States is seeing massive change at the moment, and with this comes new and evolving ways of thinking and perceiving.

Retail
Winning back the luxury consumer

More than half of customers actively try to touch as few items as possible when shopping and try to avoid interacting with employees whenever possible – a troubling trend for the luxury sector, where touch and feel are everything and personal relationships are critical.

Retail
NRF, absent of White House enthusiasm, calls on US retailers to create nationwide mask policy

The National Retail Federation has asked all retailers in the United States to adopt a nationwide policy that requires customers to wear face coverings or masks to protect the health and well-being of shoppers, store employees and partner vendors.

Retail
NRF, absent of White House enthusiasm, calls on US retailers to create nationwide mask policy

The National Retail Federation has asked all retailers in the United States to adopt a nationwide policy that requires customers to wear face coverings or masks to protect the health and well-being of shoppers, store employees and partner vendors.

Marketing
Marketers take to content marketing despite reservations over ROI, measurement

Spending on content marketing showed a 73 percent average budget upswing over a two-year period.

Retail
5 steps to turning a brand’s sales force into a relationship-building team post-pandemic

The only way forward in overcoming the growing aversion that affluent and wealthy clients have toward luxury goods and services sales associates is to transform and elevate the role. This is even more critical post-pandemic.

Software and technology
The pandemic recession demands a digital response

Digital transformation was never optional. But most firms treated it that way, applying digital technology in dribs and drabs – until COVID-19 shuttered economies and forever altered the patterns of life and work and commerce.

Marketing
How PR can help you salvage the second half of 2020

This week marks the mid-way point for the year, and it is usually a time to assess your business plan and consider how you can improve in the third and fourth quarters.

Legal and privacy
What Google’s new policy on counterfeit goods listings means for luxury brands

Whilst far from perfect, Amazon and Facebook, when notified about a counterfeit, will at least respond and take some action – eventually. Google, prior to a recent development, would not.

Marketing
How fashion brands’ new creative direction is affecting content production

Key insights on how to create an effective editorial plan in response to fewer marketing events and the need to master digital channels and push ecommerce.

Legal and privacy
Sohm v. Scholastic Inc. decision points to cost-effective ways to register copyrights

The case, Sohm v. Scholastic Inc., involved a claim by a photographer, Joseph Sohm, who created 89 photographs. Rather than register them himself, he used a service by Corbis Corp. to register the copyrights.

Marketing
3 marketing must-haves to prepare for a renewed COVID-19 lockdown

We know it could happen. We knew that we would see the COVID-19 coronavirus cases increase as U.S. states reopened, and that is what we have seen.

Food and beverage
Unique challenges of marketing to moms amid COVID-19

If marketers thought they understood the modern mother, COVID-19 should deflate that optimism.

Marketing
Why businesses must act digital – before it is too late

Just about all business leaders understand how COVID-19 crisis has magnified the need for digital, specifically virtual interaction with customers and employees.

Legal and privacy
Legal landmines that brands may face as COVID-19 restrictions are lifted in US

Due to the uncertainties related to COVID-19, many employers allowed employees to work from home or offered flexible work arrangements. Have those new, temporary policies exposed brands to lawsuits?

More Stories

Influencer brand tribes hold promise post-COVID-19
By

As marketers re-evaluate post-pandemic marketing, forming an influencer “brand tribe” has proven to deliver dramatic results in driving shopper marketing, passionate advocacy and increased organic reach.

How consumer spending fared so far through 2020
By

Personal consumption makes up over two-thirds of the U.S. GDP and it dropped even more precipitously, down 34.6 percent on an annualized basis. This quarter marks the economy’s worse since the government started calculating GDP over 70-odd years ago.

The new US consumer mindset
By

From a global pandemic to civil upset, the United States is seeing massive change at the moment, and with this comes new and evolving ways of thinking and perceiving.

Winning back the luxury consumer
By

More than half of customers actively try to touch as few items as possible when shopping and try to avoid interacting with employees whenever possible – a troubling trend for the luxury sector, where touch and feel are everything and personal relationships are critical.

More Columns