Heather Fletcher is a freelance reporter for Adweek. She covers performance and direct marketing.
4 Keys to Effective Performance Marketing in 2021
Pandemic-prompted pivots helped brands innovate and will aid in future success.
Cold Lead Gen Outreach on LinkedIn Is Not Advised, But It’s Still Happening
B2B salespeople sending messages to decision-makers seem to be playing a numbers game.
What Joe Biden’s Changes to USPS Leadership May Mean for Marketers
President-elect's postal service board appointments could change a lot, but not the Jan. 24 rate hike.
What Marketers Can and Can’t Mail During the Holidays
Pandemic-prompted ecommerce purchases created a 25% year-over-year shipping and packages increase.
What Marketers Should Know Before Building an Amazon Keyword Strategy
Keyword buying on Amazon is only part of its ranking algorithm, but it’s an important one.
How Performance Marketers Can Appeal to Millennials and Gen Z Now
With the pandemic making experiential harder to offer, content, social and video should be emphasized.
Want to Find Customers Online? Here’s How They’re Searching for You
Discovering product purchase intent via search behavior yields sales.
Online Shopping Presents a Physical Marketing Opportunity: The Package
A few package marketing possibilities for performance marketers.
Pandemic Purchase Patterns Shake Up Holiday Performance Marketing Campaigns
Cardlytics data shows in-store shopping is down, but remains the No. 1 way consumers spend.
How Predictive Analytics Takes the Guesswork Out of Ad Performance
Performance marketers should first determine why they're optimizing ads at all.