How retailers are rethinking their approach to marketing this holiday


Denis Charlet | AFP | Getty Images

It’s not just raw materials, transportation and labor expenses that are rising. Retailers are also facing climbing digital ad costs. The challenge is: Will it be worth the extra money?

Last year — and especially over the holiday season — social media platforms like Facebook were highly effective in reaching consumers stuck at home, aimlessly scrolling on their smartphones. But this year, between Apple‘s privacy changes and the ongoing controversy over Facebook‘s practices, more and more consumers are steering clear of Facebook’s apps, which include Instagram and WhatsApp. Or they’re turning to new ones, like TikTok.

The shift has brands worried that an…


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