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AUGUST 20, 2025 |
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Which retailer just launched a third-party marketplace, which has more than doubled its online merchandise? |
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A) Marshalls B) Target C) Sephora D) Best Buy |
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TOP STORY |
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President Donald Trump expanded his steel and aluminum tariffs to cover 407 consumer goods that either contain, or are packaged in, aluminum or steel. The scope is wide-ranging, hitting everything from baby booster seats to microwave ovens to personal care products that come in metal containers or packaging. |
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Importers and customs brokers had little warning. The change was posted Friday on the US Customs and Border Protection site and published in the Federal Register on Tuesday, leaving businesses scrambling. |
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IN THE NEWS |
Target names COO Michael Fiddelke as its next CEO. To turn things around, Fiddelke needs to get back to basics: Sharpen merchandising, improve store execution, and reinforce Target’s value proposition. Read online |
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Other headlines: |
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Amazon Business marks 10th year, growth in customer base. Ten years after its establishment, Amazon Business is expanding its seller network and product selection to serve an 8 million global organization customer base, which has grown 33% from 6 million in 2023. Read online
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Rising health concerns drive demand for NA and low-ABV options. More than 1 in 3 Americans (36%) name alcohol as their go‑to restaurant drink, just ahead of soda (29%) and water (21%), per a July Harris Poll. Read online
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TikTok adoption skyrockets among older consumers, proving their enduring buying power. Users 45+ grew 1,200% between 2019 and 2025, per CivicScience. Read online | | | |
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ANALYSIS |
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As Google's search changes continue and consumers increasingly turn to alternative platforms, the SEO playbook defined by link building and keyword optimization is losing relevance. |
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“Early indications suggest that legacy SEO tactics —such as aggressive link building, keyword stuffing, or micro-optimization—will likely diminish in effectiveness,” said Ashwini Karandikar, EVP of media, technology and data at the 4As. “In their place, Google is prioritizing content that demonstrates topical authority, real-world expertise, and clear value to the end user.” |
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While platforms pivot to chase consumer behavior, marketers must win over large language models (LLMs) with conversational language, focus on the full marketing funnel, and diversify their search platform spend. |
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PODCAST |
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On today’s episode, Brian Berger, founder and CEO of Mack Weldon, joins us to discuss how to approach partnerships, the right conditions for a successful store-in-a-store relationship, and how to weigh one-off collaborations. Tune in on Apple Podcasts, Spotify, YouTube, or wherever you listen to podcasts. Follow us on Instagram. “Behind the Numbers” is made possible by Awin. |
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