Target Corp. is ramping up investment in its third-party online marketplace, Target Plus, as it searches for growth in a turbulent retail environment marked by cooling consumer demand and persistent economic uncertainty.
Target leans into third-party online marketplace growth
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Advertising has long been a vector for nefarious actors ranging from organized crime to a variety of other bad actors, but the proliferation of digital media and especially the programmatic advertising marketplace has given rise to increasing opportunities for purveyors of "malvertising" -- digital ads served to unsuspecting users that spread malware, compromise computer systems and harm consumers, publishers and platforms. And while the magnitude has been difficult to benchmark, much less track, weakening advertising marketplace conditions are projected to accelerate the proliferation of malvertising, according to the first of what is planned to be an ongoing series of "threat assessment" reports published for the ad industry by the Trustworthy Accountability Group (TAG).
In the direct-to-consumer landscape, brands should employ an optichannel strategy to stand out, but it’s important to ensure that once a brand has a consumer’s attention, they make it worth their time. In this session, J.Schmid President Brent Niemuth will discuss: • What brands that lead the way have in common • Three important characteristics that set successful direct-to-consumer brands apart • A look at some case studies of brands driving action through optichannel strategies. Register Now at: https://lndnm.napco.com/20210913_BRU_WBNR_ELITE_5990_LP.html?partnerref=JSCHMID
“Lift Off” is the new Sappi publication that explores and explains how pairing print with digital can be a potent formula for transforming marketing results. After all, there’s a reason why nine out of ten people remember a brand after receiving its advertising in their letterboxes. And why campaigns that use magazines deliver a 161% improvement in customer acquisition. And why, for that matter, targeted printed catalogue distribution during peak periods can generate ROI of between 300% and 900%. And there’s no reason why the strategic marketing implications of facts like these shouldn’t be brought home to more brands, advertisers and consumer companies.