Marketing's Latest 3/24/25
- AMA Marketing Team
- Mar 24
- 2 min read
Why 2025 will be the year for ‘fill-in-the-blank’ media networks
2025 is poised to be a year of growth for media retail networks, like those of Amazon, Walmart, and Target. Before Amazon burst onto the scene in the late '90s, the idea of monetizing one's consumer base or audience was unheard of - not to mention impossible. But with the birth of e-commerce and the rise of online media in general, the Seattle-based retail giant created an entirely new marketing channel, one soon to be copied successfully by the likes of Walmart and Target and the subject of many failed attempts at replication by firms from Gap to Microsoft. This year marks an upward trend in many firms attempting to follow the example of these titans of the field, and create their own networks.
Gen Alpha tweens hold significant sway over parents’ purchases: study
New polling data shows that the older "tweens" of Gen Alpha hold significant sway over the purchasing decisions of their parents, with some 68% of this age cohort owning a luxury product (often skincare-related) by age 10. A life lived mostly online (and as a result, high exposure to targeted advertisements and personalized content) has led Gen Alpha tweens to cite beauty routines and skincare as an area of distinct interest, with 75% of the demographic stating that they are interested in online beauty content. These children also have a great deal of influence over purchases that do not directly relate to them, either - 61% of those polled reportedly have the last word on car purchases, and the same percentage has much the same power over what the family eats.
Macy’s cracks into scripted TV as brand, entertainment converge
Macy's has taken the plunge into scripted television programming with their upcoming adaptation of the bestselling non-fiction book “When Women Ran Fifth Avenue: Glamour and Power at the Dawn of American Fashion," by Julie Satow. Brand integration with traditional media is nothing new (remember that Coke bottle in Back to the Future?), but it's much more rare to see a brand - espcially a retail brand - produce its own original content (with the notable exception of Amazon). While it's not revolutionary - Chick-Fil-A has recently announced its plans for an app with original games and animated television - the move is surprising for Macy's, a traditional fixture of American consumer culture.
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