Portrait of Heather Fletcher

Heather Fletcher

Heather Fletcher is a freelance reporter for Adweek. She covers performance and direct marketing.


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How Performance Marketers Can Appeal to Millennials and Gen Z Now

Adapting to Crisis

With the pandemic making experiential harder to offer, content, social and video should be emphasized.

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Want to Find Customers Online? Here’s How They’re Searching for You

Customer Experience

Discovering product purchase intent via search behavior yields sales.

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Online Shopping Presents a Physical Marketing Opportunity: The Package

Performance Marketing

A few package marketing possibilities for performance marketers.

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Pandemic Purchase Patterns Shake Up Holiday Performance Marketing Campaigns

Customer Experience

Cardlytics data shows in-store shopping is down, but remains the No. 1 way consumers spend.

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How Predictive Analytics Takes the Guesswork Out of Ad Performance

Performance Marketing

Performance marketers should first determine why they're optimizing ads at all.

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417 Million Pieces of 2020 Election Mail Have Already Been Sent. Vote Correctly

Performance Marketing

Center for Voter Information sends bullet points on how effectively vote by mail.

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Branded Content That Educates, Informs Americans About the Opioid Epidemic

Marketing Innovation

A recent branded content campaign that Optum created with the Washington Post’s WP BrandStudio made the bold move of educating health system stakeholders and consumers about the opioid epidemic and [...]

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Google to Kill Third-Party Cookies — Publishers, Advertisers Win?

Accounts

Publishers and advertisers can benefit the most from Google doing away with third-party cookies — if they work it right. First-party data will be like gold within two years, when [...]

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CCPA Rules Aren’t Final Yet, But the Penalties Are Still Going to Happen

Publishing

CCPA entered the alphabet soup of laws for marketers to follow on New Year’s Day. But what they need to follow isn’t yet set in stone — even though penalties [...]

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Who Is Today’s CMO? Is There Even a CMO?

Publishing

The title of CMO is at once desirable and perhaps outdated at some organizations, according to marketers putting a great deal of thought into the role’s evolution.

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Content Marketing Suffers From Cognitive Dissonance

Publishing

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? [...]

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How Google’s Cookie Restrictions Could Benefit Advertisers and Publishers

General

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 [...]

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2 Ways to Target Ads to Hulu Binge Watchers

Accounts

The Super Bowl is a marketer’s dream, but brands that target ads to binge-watching streaming service viewers are also finding captive audiences. Here are two ways they’re doing it. Hulu [...]

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Research: Marketers Aim to Balance Thirst for First-Party Data & Customer Privacy

Accounts

Customer identity and data privacy are at the core of every marketing strategy, driving everything brands are doing with marketing data — from social media marketing to in-store email collection. [...]

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How Gritty Understands His Audience, Flies on Social Media

Marketing Innovation

Even before Gritty spent part of this Saturday night streaking in front of nearly 70,000 hockey fans in Lincoln Financial Field, the Flyers mascot laid a streak of lightning across [...]