Industry News
Marketing Strategy: SmartBrief Originals
Pushed to reinvent, retailers rethink collaborations
Pushed to reinvent, retailers rethink collaborations

Gap and Walmart, Abercrombie and Fitch and Zappos, Kohl's and Sephora -- Retailers are increasingly collaborating with other retailers. What's behind this unusual strategy? Why are retailers turning to direct and indirect competitors to drive business?

How retailers can pivot their brand identities and adopt brand values
How retailers can pivot their brand identities and adopt brand values

Consumers tend to gravitate toward brands that are authentic with their brand identities and values.

3 things missing from your D&I marketing
3 things missing from your D&I marketing

Emerald-Jane (EJ) Hunter of myWHY agency explains three mistakes commonly made in a company’s diversity and inclusion marketing efforts -- and how to fix them.

Life after cookies: Retailers test 4 targeting alternatives
Life after cookies: Retailers test 4 targeting alternatives

Third-party cookies are practically in the rearview mirror. Where does that leave retailers looking to deliver targeted, personalized messaging to their shoppers? Take a look at four cookie alternatives some retailers are already testing.

What we learned at ASAE 2021
What we learned at ASAE 2021

SmartBrief’s Kelly Bragg offers key takeaways from the 2021 American Society of Association Executive’s annual conference, which dealt with how COVID-19 has affected advocacy efforts and global partnerships, communication skills and other topics.

How to advance inclusion in adtech from within
How to advance inclusion in adtech from within

Innovid CMO Stephanie Geno reflects on the DEI advancements made in the past year and offers four ways the adtech industry can continue to advance inclusion from within.

How to maximize marketing ROI with content creators
How to maximize marketing ROI with content creators

Zo Asmail raised $165,000 for a nonprofit with eight TikTok content creators. Learn how to launch a successful campaign of your own while maximizing your ROI on creator fees.

What makes a good livestreaming campaign?
What makes a good livestreaming campaign?

As livestreamed shopping continues to grow in China and starts to take root in America, there are many considerations for brands as they choose products to promote and influencers to work with.

Think of your business online as a “general store”
Think of your business online as a “general store”

Marshall Communications’ Nancy Marshall offers advice on how to keep our digital presence from becoming impersonal, along with four ways for PR practitioners to grow their love of their profession.

Why empathy is still crucial for successful marketing
Why empathy is still crucial for successful marketing

While data-driving marketing has become important as technology has advanced, Do Supply’s Hanna Marcus cautions that empathetic marketing always "will stand the test of time."

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