The rumors are true: The print version of the Ikea catalog is no more. The furnishings retailer will publish what it’s describing as a tribute to the iconic book in the fall to commemorate the catalog’s 70th anniversary, but other than that, it has terminated what had been one of its most wide-reaching marketing tools.

But Ikea has plenty more channels and campaigns to compensate for the absence of a print catalog. And many of them tie into one of the major reasons the company has ceased producing the catalog: a renewed focus on sustainability. Read about the company’s latest innovative marketing programs—which have earned it a spot in our Brands on Fire series—from a podcast-version of its catalog to a Little Robot ad campaign to a limited-edition candle featuring the scent of its renowned Swedish meatballs.

Speaking of podcasts, the medium is gaining traction as a way for companies to exhibit expertise and reach customers—and it’s not just for the B2C set. Panasonic, for instance, has been successful with a B2B podcast series on thought leadership. We look at how brands can pinpoint a niche idea by prioritizing depth over breadth.

Last week, we spoke with Salesforce about its State of Marketing report, which found digital marketing to be in a state of complete transformation—particularly in terms of measurement tactics and KPIs. As cookies deprecate, marketers are adjusting to a world that focuses more on first-party data. Here are six proactive steps marketers can take to not only manage these changes, but to thrive among them.

Lastly, if you haven’t perfected your ecommerce marketing strategy yet, here are a few tips for creating a compelling digital shelf through mobile optimization, image selection, positive reviews and more.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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