Portrait of Heather Fletcher

Heather Fletcher

Heather Fletcher is a freelance reporter for Adweek. She covers performance and direct marketing.

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4 Keys to Effective Performance Marketing in 2021

Performance Marketing

Pandemic-prompted pivots helped brands innovate and will aid in future success.

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Cold Lead Gen Outreach on LinkedIn Is Not Advised, But It’s Still Happening

Performance Marketing

B2B salespeople sending messages to decision-makers seem to be playing a numbers game.

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What Joe Biden’s Changes to USPS Leadership May Mean for Marketers

Performance Marketing

President-elect's postal service board appointments could change a lot, but not the Jan. 24 rate hike.

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What Marketers Can and Can’t Mail During the Holidays

Performance Marketing

Pandemic-prompted ecommerce purchases created a 25% year-over-year shipping and packages increase.

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What Marketers Should Know Before Building an Amazon Keyword Strategy

Amazon

Keyword buying on Amazon is only part of its ranking algorithm, but it’s an important one.

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How Performance Marketers Can Appeal to Millennials and Gen Z Now

Adapting to Crisis

With the pandemic making experiential harder to offer, content, social and video should be emphasized.

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Want to Find Customers Online? Here’s How They’re Searching for You

Customer Experience

Discovering product purchase intent via search behavior yields sales.

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Online Shopping Presents a Physical Marketing Opportunity: The Package

Performance Marketing

A few package marketing possibilities for performance marketers.

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Pandemic Purchase Patterns Shake Up Holiday Performance Marketing Campaigns

Customer Experience

Cardlytics data shows in-store shopping is down, but remains the No. 1 way consumers spend.

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How Predictive Analytics Takes the Guesswork Out of Ad Performance

Performance Marketing

Performance marketers should first determine why they're optimizing ads at all.