by Laurie Sullivan

Aaron Goldman, chief marketing officer at Kenshoo and the author of Everything I Know About Marketing I Learned from Google, agrees. “Many retailers and distributors connect inventory feeds with marketing campaigns, but there’s definitely opportunity to go further upstream and hook in with OEMs,” he said. “The minute a product rolls off the assembly line is the minute direct marketing activity should begin. And of course, general brand marketing needs to begin well before that, too.”

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