Deep Dive: Page 7
Industry insights from our journalists
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Snap
The 7 best Super Bowl social plays
TikTok made a splash around the game, but other platforms remained key tools for marketers looking to ensure their campaigns live on after the final whistle.
Chris Kelly • Feb. 7, 2020 -
Despite Super Bowl LIV's marketing deja vu, several ads break out
Multibrand spots, ads supporting women, "Groundhog Day" and yes, the resurrection of Mr. Peanut, caused some of the biggest stir this year.
Peter Adams • Feb. 3, 2020 -
Snickers
Esports outlook 2020: What brands need to become winning players
Non-endemic brands are becoming more active, influencers are getting proper management and tech is letting new platforms emerge.
Shane Schick • Jan. 7, 2020 -
5 trends that will move mobile marketing in 2020
2019's top disruptors and technologies will continue to shape the landscape, while influencer marketing faces new challenges.
Chris Kelly and Natalie Black (Koltun) • Jan. 6, 2020 -
Adobe Stock
7 trends that show 2020 will be a make-or-break year for marketers
Expectations are rising around everything from sustainability to data privacy, and some areas, like media buying and CMO strategies, will reach an inflection point, experts said.
Peter Adams, Chris Kelly and Natalie Black (Koltun) • Jan. 6, 2020 -
Mattel
Experiential hospitality: Guests check in but will brands overstay their welcome?
From the Taco Bell hotel to an Airbnb listing for the Oscar Mayer Weinermobile, booking an overnight stay with favorite brands was a breakout trend in 2019.
Shane Schick • Dec. 17, 2019 -
The winners and losers of Black Friday 2019
Mobile kicked in more than its fair share this year, and that was good news for some brick-and-mortar retailers.
Daphne Howland • Dec. 1, 2019 -
How mobile ads are powering a social commerce surge this holiday season
"The gap between promotion and purchase is closing and making the experience more seamless," Elastic Path's Darin Archer said about how platforms like TikTok and Instagram are blending ads and shopping.
Robert Williams • Nov. 25, 2019 -
Ad-free engagement: Is organic virality a quest or a happy accident?
Many brands want to replicate the recent buzz around Popeyes and White Claws, but the formula for organic reach remains elusive.
Shane Schick • Nov. 20, 2019 -
Christopher Doering
Behind the scenes: Data and technology bring food product R&D into the 21st century
With CPG companies under pressure to develop products faster and stretch their spending, Conagra, Mars Wrigley and Ferrara are rethinking the decades-old way of creating new items for consumers.
Christopher Doering • Nov. 20, 2019 -
Doritos
The ins and outs of simpler brand identities
Dunkin', Mastercard and Doritos have streamlined their logos, but delivering a short and simple brand identity isn't without risks.
Dianna Christe • Nov. 13, 2019 -
5 marketing misfires from 2019 that show brand vulnerability is growing
Higher consumer expectations and a news cycle mentality mean brands must reconsider how they think about the term "backlash" in the months ahead.
Peter Adams • Nov. 12, 2019 -
How to navigate social video's growth spurt
YouTube, Facebook, Snapchat and newcomer TikTok offer a breadth of video opportunities, but each has distinct user habits and requires unique strategies for capturing attention.
Robert Williams • Oct. 30, 2019 -
Solving OOH's attribution problem takes on new urgency amid a renaissance
OOH spending is again on the rise, hitting pre-recession levels, but figuring out measurement is now table stakes versus a nice-to-have feature.
Dianna Christe • Oct. 28, 2019 -
9 recent CMO departures that point to the radical transformation of marketing
Dunkin's Tony Weisman announcing plans to exit capped off a remarkable few months that also saw leadership changes at McDonald's, Taco Bell and Johnson & Johnson.
Peter Adams • Oct. 23, 2019 -
Skittles
How retro candy brands are hitting the nostalgia sweet spot
Just in time for Halloween, Russell Stover and others are rethinking their marketing and positioning. Will consumers bite?
Shane Schick • Oct. 22, 2019 -
Do people 'f---ing hate' ads? Marketers look to embed brands in culture as aversion grows
Pointed comments kicked off Advertising Week and lingered over a conference that touted promising new sponsorship models on channels like esports and TikTok.
Peter Adams • Oct. 2, 2019 -
AWNewYork/Shutterstock
As the CMO role evolves, do female marketers stand to benefit?
A broader focus on propelling diversity in leadership could serve as an equalizer to break up the industry's boys' club.
Natalie Black (Koltun) • Oct. 2, 2019 -
Flickr
Turning back time: How brands tap into nostalgia to build their future
From Hostess Brands' Twinkies to B&G Foods' Green Giant vegetables, CPG companies are getting sentimental in an effort to cut marketing expenses and urge customers to open their wallets.
Anastassia Gliadkovskaya • Oct. 2, 2019 -
Virtual ambassadors cloud already murky legal picture for influencer marketing
Whether or not CGI avatars have staying power, they're raising questions around the increasingly blurred lines between content and ads in digital media.
Natalie Black (Koltun) • Oct. 1, 2019 -
Marketing with memes: The ins and outs of sharing viral social content
Witty, relatable content is ripe for social sharing, but success takes more than simply repurposing what's buzzy online to snag brand attention.
Shane Schick • Sept. 23, 2019 -
Smucker
How Folgers has ushered in almost 170 years of happy mornings
"I don't care whether you're talking about TV advertising or digital advertising, ... they have stayed true to their target audience," says Gary Stibel, CEO of New England Consulting Group.
Megan Poinski • Sept. 23, 2019 -
How TikTok can help brands get on Christmas wish lists
Hashtag challenges are one way to boost awareness with the app's younger audience ahead of Black Friday and Cyber Monday.
Robert Williams • Sept. 16, 2019 -
Danielle Ternes for Retail Dive
'Behind closed doors': The friction between the Nike brand and its corporate culture
The brand has identified women as one of "four epic growth opportunities" while it faces public scrutiny over how it treats women.
Cara Salpini • Sept. 3, 2019 -
Can brands avoid backlash as sustainability scrutiny piles up?
Big businesses are some of the world's largest producers of waste, and they're under mounting pressure to craft strategies to address the issue. Experts advise that actions speak louder than words.
Peter Adams • Aug. 12, 2019
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