Deep Dive: Page 9
Industry insights from our journalists
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6 trends that will shape mobile marketing in 2019
As the impact of innovations and disruptions of years' past come into focus, leading players will battle for dominance in several key areas.
Natalie Black (Koltun) and Chris Kelly • Jan. 7, 2019 -
7 trends set to shape marketing in 2019
The next 12 months will see major pieces fall into place, with heavier investments in data and e-commerce and marketers turning to in-house teams for purposeful creative that packs a punch.
Peter Adams, Chantal Tode, Natalie Black (Koltun) and Chris Kelly • Jan. 7, 2019 -
Nike
How 'brick-and-mobile' is transforming in-store shopping
As retailers explore adding life to their brands through mobile experiences, will stores become overly tech-ridden and lose their human touch?
Natalie Black (Koltun) • Dec. 10, 2018 -
Andre Benz
The winners and losers of Black Friday 2018
Some retailers delighted their customers with promotions and free shipping while others crashed and burned.
Kaarin Moore • Nov. 26, 2018 -
Relive the year's 6 biggest brand fails — they carry important lessons for marketers
From Cambridge Analytica to Papa John's founder fallout, corporate missteps captured public attention and heaps of criticism in a year when the lines between brand and politics continued to blur.
Peter Adams • Nov. 26, 2018 -
Will brands make Gen Z's naughty or nice list?
Gen Z defies easy categorization, but that's unlikely to deter marketers from trying to engage these influential consumers during the crucial shopping season.
Jacqueline Renfrow • Nov. 19, 2018 -
How restaurant CMOs are adapting to emerging tech, media channels
To stay competitive in an age of hyper-convenience, savvy customers and social media dominance, these executives marry marketing with IT.
Alicia Kelso • Nov. 12, 2018 -
NFL blitz: the many players disrupting football advertising in 2018
A ratings recovery so far this year probably won't stem change driven by sports betting, politics, cord-cutting and even liquor ads.
Peter Adams • Nov. 5, 2018 -
Why advertisers can't take their eyes off the connected TV opportunity
Despite challenges around measurement, frequency and complexity, marketers suggest connected TV should be more than an extension of linear TV marketing budgets.
Shane Schick • Oct. 29, 2018 -
What Gen Z wants for Christmas
It's a long list — and one that includes not just online and mobile shopping, but also in-store experiences and the ability to engage meaningfully with retailers on social.
Cara Salpini • Oct. 26, 2018 -
How to create memorable experiential campaigns during the holidays
Activations can now be amplified by social media, but brands should think carefully about AR, VR and other trends.
Shane Schick • Oct. 22, 2018 -
Why it's no longer 'Facebook or nothing' for holiday mobile ads
As mobile shopping grows, savvy marketers can't simply stick with what worked last year if they want to connect with smartphone users during the crucial holiday season.
Kayla Matthews and Chantal Tode • Oct. 22, 2018 -
4 takeaways on video from Advertising Week
The challenges and opportunities spurred by a changing landscape were top of mind for executives that descended on New York earlier this month.
Natalie Black (Koltun) and Chris Kelly • Oct. 10, 2018 -
Advertising Week
What true brand bravery looks like, according to marketers who took the leap
A bolder voice for leadership, a willingness to do things off the cuff and an ear toward cultural conversations were among the strategies dispensed at Advertising Week this year.
Peter Adams • Oct. 10, 2018 -
How to make the most of influencer marketing this holiday season
By adding influencer content into the mix, brands may be able to grab consumers' attention at a time when many are bombarded with product promotions, seasonal ads and deals.
Natalie Black (Koltun) • Oct. 8, 2018 -
A 2018 holiday marketing guide to data-driven campaigns
Digital ad experts offer ways to improve traditional retargeting with personalization based on AI and other technologies.
Shane Schick • Oct. 8, 2018 -
Will AR bring joy to holiday marketing?
The immersive tech is likely to play a more prominent role this holiday season across advertising, mobile shopping and even in stores.
Dianna Christe • Oct. 1, 2018 -
Blockchain's ascendance in marketing hits hurdles — but the delay could be temporary
Big names, including Unilever and AB InBev, are dabbling with the distributed ledger technology. But the year has been in some ways quieter than many might have expected following an early explosion of interest.
Peter Adams • Sept. 10, 2018 -
Can Katzenberg's NewTV crack the code for mobile video where others have failed?
Verizon's Go90 and Vivendi's Studio+ are the latest in a long line of failed mobile streaming platforms. Now, NewTV aims to master short-form, mobile content with a Hollywood approach.
Chris Kelly • Sept. 10, 2018 -
Nike
How Nike and REI made experiential retail a strategy
The two retailers have drastically different approaches to experiences, but both prompt the industry to invest in loyal customers and push boundaries in stores.
Cara Salpini • Sept. 4, 2018 -
How in-car tech will give new meaning to 'mobile commerce'
U.S. drivers are responsible for $212 billion of spending during their commutes, but carmakers have to overcome skepticism from consumers and advertisers about connected cars.
Robert Williams • Aug. 27, 2018 -
Bonobos
Goodbye, Marlboro Man: How marketers are breaking with traditional notions of masculinity
From Bonobos to Axe, brands both new and old are broadening the net of how they market to men to stay involved in a quickly evolving — and important — cultural conversation.
Peter Adams • Aug. 20, 2018 -
Coca-Cola
The price is right: Why food, drink brands spend big money for celebrity endorsers
While stars have long pitched consumers to buy a product, shoppers now expect them to bring authenticity and believability along with their famous names.
Pamela DeLoatch • Aug. 16, 2018 -
Taylor McKnight/Marketing Dive
Privacy is dead, long live privacy
After GDPR, experts and companies are trying to understand how data should be treated, while injecting more privacy along the way. One solution is to treat data as currency.
Naomi Eide • Aug. 9, 2018 -
How Poshmark made $1B off the 'social mall'
The mobile marketplace is performing well in apparel, but could the temptation to expand make it just another Etsy?
Cara Salpini • Aug. 6, 2018
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