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How marketing teams’ digital‐centred strategies are pushing MarTech growth
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How retailers can respond to a growing Black Friday boycott
Some consumers are opting out of Black Friday bargains. A recent article notes that around 31% of people dislike Black Friday, and about 27% say they might join a boycott — often citing environmental concerns or mistrust of discount practices. For retailers, this shift threatens the usual spike in sales before and after the event. To respond, retailers are advised to emphasise brand integrity and ethical practices — such as eco‑friendly packaging or sustainable delivery — and build loyalty with transparent and consistent pricing, rather than relying on steep discounts. Long‑term customer engagement, trust‑centred marketing and personalised offers, rather than aggressive “sale‑week only” messaging, may help cushion the impact of reduced Black Friday traction.
Why it matters
As consumer awareness about sustainability and value grows, brands that depend solely on discount‑driven sales risk losing relevance. Retailers and e‑commerce marketers must adapt — shifting from discount bands to value propositions and trust‑driven communication. Read more
Why High Performing Marketing Teams Run on Jira
Only 42% of CMOs feel confident in their team’s ability to execute against their strategy (Forrester, Top CMO Priorities for 2024). With more channels, more tools, more stakeholders, and mounting pressure to prove impact and drive revenue, coordinating all the moving pieces to quickly launch and optimize programs has never been more complex. At the same time, many marketers find their work management solution can’t keep up. High-performing marketing teams have been making the switch to Jira because it provides the modern foundation they need for collaboration, alignment, and execution at scale. Learn why moving to Jira is a smart switch that sets your organization up for long-term success.
Marketing strategies to avoid this holiday season
This guide guide outlines four holiday‑season tactics that marketers should steer clear of: using heavy urgency (“buy now or miss out”), showing inflated “original prices” next to discounts, artificially raising base prices before sales, and crafting unrealistic, idealised lifestyle fantasies around products. These tactics increasingly backfire — drawing consumer suspicion and damaging brand credibility rather than boosting conversions.
Why It Matters
Holiday periods already come with heightened scrutiny. Consumers are more sceptical of deals, and overhyped marketing can trigger boycotts or negative sentiment. Brands should prioritise honest communication, fair pricing, and realistic value — especially if they wish to build loyalty beyond the holiday rush. Read more.
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Today’s Insight
How marketing teams’ digital‑centred strategies are pushing MarTech growth
Recent data shows the global marketing‑technology (MarTech) market was worth about USD 493.7 billion in 2024 and is projected to rise sharply — to roughly USD 2,431.45 billion by 2033. Companies are investing in MarTech because digital adoption and AI use let marketers automate repetitive work, personalise campaigns, deploy predictive analytics and monitor real‑time performance. Social‑media tools, marketing automation, data analytics and customer‑data platforms (CDPs) lead this growth. The shift away from offline toward digital marketing — now representing about 63.5% of total marketing spend — underlies much of this expansion.
Key Takeaways
MarTech tools give teams the strength to handle data‑intensive tasks — freeing marketers to focus on strategy and creative direction.
Widespread AI adoption reduces manual workload and improves campaign targeting and personalization.
CDPs and unified data platforms are becoming essential to deliver consistent, omnichannel messaging across customer touchpoints
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