Therabody, known for its high-end fitness recovery devices, has been endorsed by endless celebrities and athletes over the years. But this year, the company’s marketing focus is on real people who use its various products for everyday pain relief.
Marketing channels have had a turbulent time in recent years, from shifts in privacy regulations to an increase in marketing costs and the impact of macro-economics on marketing spend. As marketers continue to face roadblocks in their efforts to keep their brands at the top of consumers’ minds, Modern Retail+ Research has analyzed strategies and challenges across leading marketing channels – like programmatic display, Instagram and Amazon Ads – to identify key trends and best practices in our CMO Strategies series.
Amazon’s shift from its 1P retail to its 3P marketplace is in full force. A number of brands that have for years sold directly to Amazon via its 1P program are either facing harder negotiations, or had orders stopped altogether in the past month.
Direct-to-consumer startups face a tough task for the remainder of the year: growing their businesses, profitably, while inflation remains sky-high and capital is harder to come by. That was the underlying sentiment at the Commerce Summit, a gathering of more than 150 e-commerce leaders and investment bankers hosted in New York City last week.