Opinion: Page 2
The latest opinion pieces by industry thought leaders
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What CPGs should know as value of data skyrockets
The end of third-party cookies is looming, but that's just one data shift bound to impact the consumer market.
Jim Singer, Brooks Levering, Piyush Gupta, Luis de Lencquesaing, Dan Tammuz • July 5, 2022 -
Retrieved from Ace Metrix on July 15, 2020
Why many brands failed on their antiracist promises — and it didn't matter
Two years after George Floyd was murdered, the brands that have created new playbooks for building better antiracist businesses matter most.
Ryan Pintado-Vertner • June 1, 2022 -
Hispanolistic via Getty Images
How narratives will help reshape modern brand marketing
A narrative-driven brand positioning is one reason for Tesla's success and can be used by other marketers to better connect to a company's strategy, writes Boathouse's John Connors.
John Connors • April 21, 2022 -
Chouette, Laura. (2021). Retrieved from Unsplash.
The year of media mix diversification is here
If 2020 marked unprecedented change and 2021 pushed brands to become more agile to survive, 2022 is the year of turning that resilience into undeniable strength, writes January Digital's Tierney Wilson.
Tierney Wilson • March 21, 2022 -
Portra via Getty Images
4 ways CPG marketers can move from 'liquid in a bottle' to service-led approach
Understanding how marketing is shifting will help brands stay relevant in an evolving world, writes James Lancaster of Reckitt.
James Lancaster • March 14, 2022 -
Stock Photo via Getty Images
Generation Alpha: Who are they?
Investing early in understanding and building loyalty within the cohort will pay off for brands as this predicted "wealthiest generation" grows up, writes Merkle's Jennifer Mandeville.
Jennifer Mandeville • March 8, 2022 -
Courtesy of Together Labs
Why actions and behaviors — not platforms — are the metaverse's real value for brands
For brands to find their niche early on, they should look to how consumers will use the metaverse to connect, explore, create and seek entertainment.
Matt Maher • Feb. 14, 2022 -
Drew Angerer via Getty Images
TikTok and Instagram: Using both platforms for ultimate success
As TikTok grows in popularity, brands must know how to integrate the platform into their marketing strategy while recognizing what makes it unique, writes Link Agency's Francisco Schmidberger.
Francisco Schmidberger • Feb. 8, 2022 -
Leon Neal / Staff via Getty Images
Google's Topics shows the ad industry needs a better case for targeting
As third-party cookies are phased out, advertisers must adapt, writes Debra Fleenor, founder and president of ad-ops company Adapex.
Debra Fleenor • Feb. 3, 2022 -
Vadym Pastukh via Getty Images
Why 2022 shouldn't be '2020, too' for the events industry
The year ahead offers event marketers a chance to flex the muscle they've built for finding creative solutions to unforeseeable obstacles, writes Media.Monks' Rachel Polin.
Rachel Polin • Jan. 27, 2022 -
Morsa Images via Getty Images
Top trends that will shape media strategy in 2022
Marketers must be ready to shift alongside evolving consumer habits, tech and economics, writes Merkle's Jennifer Mandeville.
Jennifer Mandeville • Jan. 20, 2022 -
Retrieved from Piqsels.
The long and short of it: understanding video options in a fragmented world
While short-form video boosts discoverability, longer formats are critical for brand-building and storytelling, writes Meta's Patrick Harris.
Patrick Harris • Jan. 13, 2022 -
Courtesy of Starbucks/Potbelly/McDonald's
Is your loyalty ecosystem out of whack?
Evaluating your loyalty program is vital to ensure you're not limiting your brand's bottom line and diminishing its opportunities, writes Dan Jurek of The Lacek Group.
Dan Jurek • Dec. 13, 2021 -
John Hazard
CMOs must step away from the shiny objects
To solve the CMO tenure problem, marketers must stop blaming the CEO, start thinking about new frameworks and revisit the fundamentals, Boathouse's John Connors writes.
John Connors • Dec. 9, 2021 -
Mark Wilson via Getty Images
Don't make these marketing budget mistakes in 2022
Next year is shaping up to be another tumultuous time for CMOs who must predict what channels will be most successful, writes Bandwidth Strategy CEO Aimee Schuster.
Aimee Schuster • Nov. 18, 2021 -
Photo by RODNAE Productions from Pexels
3 tips on building an in-house agency — from a company that's been at it for years
It's important to create a practical framework and let the creativity flow from that, writes Chris Tobey, GoDaddy's vice president of creative and design.
Chris Tobey • Nov. 11, 2021 -
Kendall Davis / CIO Dive/Marketing Dive
How blockchain can deliver a digital ad trifecta
While the idea of blockchain isn't new, adoption has been slow due to entrenched interests that might be disrupted, authors from Kearney write.
Joshua Swartz, Oscar Capel, Hemal Nagarsheth and Dnyanesh Katakdaunde • Nov. 4, 2021 -
Courtesy of Wunderman Thompson
Can Facebook align with the values of the metaverse?
The social behemoth's history of buying up other apps like Instagram and WhatsApp suggests motives of monopolizing the market — the antithesis of the metaverse's community pillar.
Adam Jeffries • Oct. 29, 2021 -
Sean Gallup via Getty Images
Snapchat's Q3 earnings may reveal the future of the internet
While investors ran to drop the stock, it wasn't so much the company's results as it was the commentary outlining the "why," writes The Mars Agency's John Willkom.
John Willkom • Oct. 26, 2021 -
Retrieved from Facebook on September 17, 2021
Why Snapchat and TikTok still trail the duopoly for digital ads
While Google and Facebook dominate as top personalized ad options for sound reasons, newer platforms may possess unique selling points, writes Constellation Agency's Matt Woodruff.
Matt Woodruff • Oct. 18, 2021 -
Retrieved from Jalaiah Harmon via TikTok on September 09, 2021
What copyrighting TikTok choreography means for brand and influencer deals
Creators often don't receive money or credit for their viral TikTok dances, but brands that empower creators can show that it isn't just about money — it's about equity and partnership.
Oct. 11, 2021 -
Photo by Fauxels (Studio) from Pexels
Three ways to create DE&I initiatives that actually work
Creating real change requires brands to focus inward instead of concentrating efforts on external messaging and branding, writes Full Circle Insights CEO Bonnie Crater.
Bonnie Crater • Sept. 6, 2021 -
Back from the brink: Why the CMO role has experienced a resurgence
CMOs must be agile enough to capitalize on strategies that will align brand values and consumers, while also being prepared to change direction at any time, writes Toluna's Janice Caston.
Janice Caston • Aug. 12, 2021 -
Courtesy of Stella Artois
When brands should skip the NFT trend
Although the tech is new and barriers to entry are high, brands that overcome these hurdles can capture consumer attention, writes MullenLowe Group's Rachel Kronberg.
Rachel Kronberg • Aug. 3, 2021 -
martin-dm via Getty Images
Top priorities for CMOs in the post-pandemic world
Chief marketers will need to continue to embrace change, putting customers and employees front and center, writes Forrester CMO Shirley Macbeth.
Shirley Macbeth • July 6, 2021
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