Heather Fletcher

Heather Fletcher

Heather Fletcher is senior content editor with Target Marketing.

Content Marketing Suffers From Cognitive Dissonance

Content marketing is generally practiced by brands that already have firm identities, but their use of content marketing has its own cognitive dissonance. Is it doing good or doing evil? Do its creators know? Its inherent struggle is based on monetization, in more ways than one.

How Google's Cookie Restrictions Could Benefit Advertisers and Publishers

Google is always working to ensure as many consumer eyeballs as possible remain on its platforms. This truism holds the first obvious benefit for advertisers — a captive audience. And that audience is the major thing to remember for marketers who are upset about losing third-party tracking capabilities on Chrome later this year. Pushing Google…

Amazon Retargeting to Challenge Google

Amazon retargeting may happen soon, taking on Google for market share. Amazon is testing the product with “select merchants” this month

3 Gmail Changes: What You Need to Know

Gmail is going to look very different, very soon. Gmail changes are coming to the web version of the email option, making it look more

Google Links Ads to Brick-and-Mortar Sales

Many marketers had their doubts about whether digital ads were worth the money they were paying, because they didn’t have the “last click” of the brick-and-mortar sale. Now, Google is linking that sale to the ad touchpoint, the search giant revealed last Tuesday. “Attribution” isn’t exactly a sexy term to marketers, but “sales,” “revenue” and…