American Marketer
Marketing
Treasure Data named leader in debut Gartner Magic Quadrant for customer data platforms

The Gartner report evaluated 17 different CDP vendors on 15 criteria.

Retail
Smart strategies for a successful 2024 gift return season

As marketers, our reflex is to get returners to purchase something else ASAP. That is not always going to drive the most lifetime value or retain the customer.

Marketing
AI will make analytics an essential input to creative

For advertisers, the question of putting in the best possible prompts that will lead to more performant content will be absolutely critical.

Marketing
How marketers should look beyond third-party cookies with Google Chrome phaseout

With Chrome finally closing the book on cookies, retailers must find effective alternatives to compete.

Retail
Measuring the impact of holiday sales on US small business

The latest figures from Adobe Analytics show that from November to December 2023, U.S. consumers spent more than $222 billion while shopping online.

Marketing
Brands should combine online media with offline channels for consumer attention

The impact of the brand message is larger, more important by association in non-mobile environments.

Marketing
Brands should combine online media with offline channels for consumer attention

The impact of the brand message is larger, more important by association in non-mobile environments.

Legal
Ecommerce’s pitfalls: Diving into FTC’s mail order rule

The online retail landscape is not without its challenges, and the Federal Trade Commission has recently spotlighted one such case involving Hey Dude Inc., an online shoe retailer.

Columns
CMO must excel in 4 key areas for corporate storytelling, growth

One could argue the CMO has to be the most well-rounded member of the C-suite, able to hold court with technical people as well as with non-technical people, across all areas of the business as well as the industry as a whole.

Marketing
Are you customer-obsessed? Here is why you should be

More than a strategy, customer obsession is a business model.

Marketing
What does it take to be a CMO of the future?

The sooner that chief marketing officers realize that networking is a part of their job, the better off they will be.

Marketing
How to install purpose in your brand and company

The best way to identify purpose is not making up a new one but rediscovering the reason for the brand’s existence in the first place. What problem was it created to solve? Why?

Media/publishing
Roadmap from midcareer professional to entrepreneur

In a weird twist of human nature, we overestimate the threats and underestimate our strengths in a typical SWOT analysis.

Luxury
Comfort is No. 1 aspirational luxury as younger consumers stress

For luxury brands to resonate, understanding individual customer definitions of luxury is crucial, per a new Horizon Media study.

Marketing
What US small businesses think about AI

Seventy percent of small businesses would be willing to pay more to access AI and automation.

Software and technology
5 ways to optimize your resume for AI tools that recruiters use

These days, there is almost always a robotic gatekeeper standing between your resume and an actual human’s eyeballs.

Research
Debunking 6 common market research myths

Making decisions based on internal opinion versus getting an objective, outside view from relevant prospects and customers has led more than one company to throw good money after bad on product development and marketing. 

Legal
Is your app ADA compliant?

Regulators have taken a statute that focused on bricks-and-mortar locales and applied it to digital goods and services, such as websites, mobile applications, kiosks and other technology.

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