SmartBrief - Marketing

DECEMBER 3, 2024

The importance of first-party data was thrust into the spotlight when Google first announced its intention to phase third-party cookies out in January 2020. Developing first-party and zero-party data Brands building their own first-party and zero-party data will continue to be an essential strategy in 2025.

Marketers

Martech

JULY 16, 2024

That is a 16% increase over last year and more than twice the $26 billion in 2020. Dig deeper: How to measure the impact of brand marketing Nine out of ten advertisers are using some form of alternative audience measurement — either via transacting, testing, or having discussions with vendors. The full report can be downloaded here.

Advertising

Martech

OCTOBER 31, 2024

Nor do they want to receive mail from the same brand every day. That’s an audience that might well be susceptible to receiving mail from brands as long as it meets the right criteria. PebblePost launched the first version of its Lookalikes product in 2020. “We use real customer data from brands,” said Ross.

Direct Mail

Hubspot Marketing

JULY 23, 2024

In a 2020 study by Leo Burnett, Mike Treharne, and Richard Shotton ( cited in Richard’s book ), participants were shown ads with brand names containing missing letters, for example, "HS_C." Shotton, Treharne, and Burnett found that brand names with missing letters were 14% more memorable. Leave a letter out. It’s not hard.

Promotion

Litmus

JUNE 17, 2025

Email volume keeps increasing Overall email volume in 2024 was up 13% compared to 2020 and is expected to grow another 13% by 2026. How brands are winning with segmentation and personalization today Who doesn’t love a little email inspiration ? Here’s how brands and consultants combine email personalization and segmentation.

Branding

Martech

JANUARY 9, 2025

A new loyalty management solution aimed at retailers and CPG brands will be released by SAP in the second half of 2025. Loyalty management across multiple brands and loyalty programs shared with partners (across regions and markets). Emarsys, acquired by SAP in 2020, this week reported that four in five (83%) consumers in the U.S.

Retail

Martech

AUGUST 1, 2024

But as we dive into generative AI tools like ChatGPT, it doesn’t take long to realize AI can yield lackluster results, inconsistent and off-brand content and campaigns that feel average. In 2020, a report by experience management firm Walker predicted customer experience would overtake price and product as the key brand differentiator.

Email Marketing

Martech

JULY 23, 2024

Deliverability success rates going up Over the past three years, the average deliverability rate improved from 94.26% in 2020 to 96.43% in 2023. in 2023 compared to 2020. According to a report from Mailgun: When emails from a brand regularly land in spam, 52.7% The average bounce rate was 1.98%.

Price

Martech

OCTOBER 4, 2024

Originally set for 2022, the plan faced multiple delays since its announcement in January 2020, leading to doubts about Google’s commitment. If consumers are worried about how their data is used, they will engage less with brands and publishers. This will directly affect the effectiveness of targeting and measurement efforts.

Transform

Martech

OCTOBER 22, 2024

Features include low code setup for branded storefronts and tools to manage products and prices. Maybe digital won’t grow again like it did in 2020 and 2021, but it’s also not going back. The new offering is available immediately but only to customers in the United States. Why we care. That genie is out of the bottle.

eCommerce

Hubspot Marketing

JULY 26, 2024

For some brands, the consent acceptance rates dropped 20% in just two years,” cites the article. New Implications for 2024: Google Consent Mode Version Two Initially introduced in 2020, Google Consent Mode was revised at a pivotal moment in the digital industry. This is crucial for them as “the more insights [they] have [.],

Law

Hootsuite

NOVEMBER 28, 2024

It’s a visual search engine, productivity tool, and e-commerce powerhouse for brands of all sizes. pic.twitter.com/mQ1l5jbaJm — Stallion Stats (@MegansStats) April 10, 2024 The question is, should your brand tap into Pinterest’s unwavering potential in 2025? Why is Pinterest a valuable platform for brands? The strategy?

Gen Z

Sprout Social

NOVEMBER 26, 2024

But at the same time, brands and influencers must be upfront about partnerships to avoid hefty penalties. In this article, we’ll break down the FTC influencer guidelines, why they matter and the branded content policies for each major social media network. You want your influencer partnerships to feel natural and engaging.

Gen Z

Martech

APRIL 3, 2025

In 2002, tariffs were placed on steel mill products from non-NAFTA countries, tires from China in 2009 and a trade war with China that lasted from 2018 to 2020. China trade war, 20182020 Multiple rounds of tariffs occurred from 2018 to 2020, including a 25% tariff on $250 billion worth of Chinese imports, lower tariffs (7.5%-15%)

Retail

Martech

JANUARY 13, 2025

GDPR, CCPA, Apple MPP and consumer privacy Rising consumer awareness about data privacy led to landmark regulations like the EUs General Data Protection Regulation (GDPR) in 2018 and Californias Consumer Privacy Act (CCPA) in 2020. Processing. The post Free speech, Meta, data privacy and email: A delicate balance or a complete disconnect?

Law

Buffer Marketing

JANUARY 22, 2025

Sure, the TikTok boom of 2020 is behind us (RIP days where videos of your sourdough starter got 10K views), but that doesn’t mean you’ve missed the boat. Are you growing a brand, closing deals, landing a job, or something else? “Think of your own brand as a solar system. Your strategy will depend on this.”

Gen Z

Martech

JULY 24, 2024

Brands have the ability to leverage social media and these brand activations in a digital way, and this has changed the dynamic.” Brands capitalizing on the success of exceptional athletes should acknowledge the broader cultural impact of women athletes on all of us. For that Olympics, 86% of the sponsors were Japanese brands.

Gen Z

Martech

JUNE 6, 2025

AI-native tools : Post-2020 platforms like Clay and Zapier rethink core workflows with AI at the center. GPT for visual content acceleration (Built by Canva) This GPT supported rapid production of creative drafts, helping turn high-level positioning into on-brand banners, carousels and mockups.

Customer

Buffer Marketing

OCTOBER 23, 2024

The reels feed, accessed by tapping the video icon at the bottom of the app, is designed to help users find new brands and creators. That  That means it’s not dominated by friends, family, and creators and brands they already follow in the way that their main feed is.

Entertainment

Martech

MAY 8, 2025

The company’s carefully crafted integration architecture had hardwired their 2020 organizational structure into the technology. That’s like saying your fitness depends on the brand of your sneakers. It took the company months to spin up new shopping experiences while their competitors were doing it in weeks.

Transform

Martech

AUGUST 29, 2024

Salesforce expects the 2024 holiday season to be shorter and more competitive with brands facing the challenge of attracting consumers with less purchasing power. Based on global statistics, around 66% of shoppers plan to buy based on price this year, an increase of 20% since 2020.

Shoppers

Sprout Social

FEBRUARY 13, 2025

We unpack how your brand can use these examples to spark your own scroll-stopping creative ideaswhile maximizing your budget and doing more with less. We help you envision how social can increase your brands awareness, foster community engagement and grow the bottom line.

Gen Z

Hubspot Marketing

APRIL 21, 2025

If youre a brand looking to leverage social media video this year, you may not know what to expect but dont worry. Brands will prioritize partnering with smaller influencers to create social media videos. As such, they have a close relationship with their audience, making them perfect for promoting your brand to new audiences.

Social Media Marketing

Martech

AUGUST 5, 2024

Brand suitability issues: Ads appearing on MFA sites harm brand perception by being associated with low-quality, irrelevant content. This negative association diminishes brand value and makes consumers wary of the advertised products or services. The study found that: Only $0.36 going to ad-tech fees and $0.35

User-Generated

Backlinko

OCTOBER 21, 2024

Understanding Information Gain: Inside Google’s Black Box The 2020 Google patent application gave us insights into how the search giant evaluates content. And that leaves a positive brand reputation? “Accurate, in-depth content establishes us as a reliable and respected brand. The punchline? Now it’s your turn.

SEO

Martech

JULY 7, 2025

Many of us are looking for ways to harness this tech without handing over our keyboards (or our brand voice). Tool : ChatGPT When IFamily Feud: Email Marketing Edition at Email Innovations World was a hit from when I first ran it in 2020. Since then, I’ve found even more smart, strategic ways to use AI. Not even close.

Copywriting

Buffer Marketing

JANUARY 23, 2025

💡 Schedule your YouTube Shorts directly in Buffer → Instagram Reels Best if you love using trendy effects and music in your videos Instagram Reels has been one of TikTok’s fiercest competitors since its launch in 2020. Instagram’s Collab feature allows creators to co-post content with brands or other users.

Thought Leadership

Martech

SEPTEMBER 24, 2024

of total revenue, down from a high of 11% in 2020 and 9.1% Dig deeper: How to produce brand-approved email designs on time and on budget Wrapping up This isn’t just another post-summer, pre-holiday rant. The average marketing budget is 7.7% What’s more troubling is what companies are spending their money on.

CMO

Hootsuite

APRIL 9, 2025

Influencer marketing is taking the lead In 2025, brands are expected to spend more on influencer marketing than on digital ads a big sign of shifting trust and impact. That means more chances for your brand to join the conversation. adults, doubling in popularity since 2020. TikTok is a major news source for 52% of U.S.

Gen Z

Martech

APRIL 17, 2025

billion increase shows the increasing importance of first-party data ecosystems and closed-loop reporting as brands adapt to privacy regulations. Looking ahead The report shows brands are rethinking their ad strategies and moving to cross-platform approaches, including retail media. billion in 2024. billion in 2024. billion in 2024.

Retail

Buffer Marketing

SEPTEMBER 25, 2024

I knew nothing about TikTok when I started my account in March 2020. I now have over 130,000 followers, added brand partnerships as a new income stream for my business (earning $55,000 in 2021 and $105,000 in 2022), and even landed a book deal thanks to my thought leadership on the platform.

Branding

Search Engine Land

JULY 25, 2024

SEO can be seen as “OK to turn off for a bit,” while a brand rests on its laurels, assuming that the current performance won’t worsen during the downturn. But if you fail to support brands or examine how your core customers’ needs evolve, you will likely jeopardize your medium to longer-term performance. prior to 2020.

SEO

Welcome Software

OCTOBER 2, 2024

Loss to competitors: Inconsistent messaging or pricing can harm your brand and benefit competitors. In 2020, COVID-19-driven store closures expedited Cuisinart’s goal of adding direct-to-consumer e-commerce. Cannibalization of sales: Competing channels may cause pricing conflicts and lower margins.

Manufacturing

Hubspot Marketing

FEBRUARY 10, 2025

When you hear the word influencer, its not uncommon to think beauty bloggers and Instagram models, but the professional space is also ripe with impactful voices that can help B2B brands build brand awareness, boost engagement, earn trust, and ultimately close more business. But where do you find them and get them on board?

Influencer Marketing

Hubspot Marketing

JUNE 10, 2025

I’ve worked with dozens of brands on organic and paid social strategy, and image sizing is one of the first things I coach teams to get right. If your images are misaligned, off-brand, or low-res, you’re missing opportunities before your audience even reads the caption. Your brand looks inconsistent. No off-brand templates.

Real Estate

illumin

DECEMBER 5, 2024

Google will eventually run out of time to eliminate cookies on Chrome, with major competitors Safari and Firefox already cookie-free since 2020 and 2023. Identity graphs are already popular among many major brands. But while this hold is indefinite, it likely won’t be forever.

Advertising

Unbounce

JANUARY 6, 2025

Stage 1: Top-of-funnel (TOFU) In the top-of-funnel (TOFU) stage, potential customers first become aware of your brand. Objectives at TOFU: Raise awareness for your brand through content marketing, advertising, etc. 53 minute read Design The 7 principles of conversion-centered design October 16, 2020. March 14, 2024.

User-Generated