Opinion: Page 10
The latest opinion pieces by industry thought leaders
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Calls for a new breed of adviser brands to deliver personalized experiences
Consumers are increasingly searching for content tailored to their interests, paving a prime opportunity for marketers, writes Altimeter's Brian Solis.
Brian Solis • March 21, 2018 -
3 ways to build flexibility into brand standards
Companies with strict brand standards will find their approach is too narrow for the demands of today's omnichannel marketplace, writes LRA's Senior Manager Zachary Conen.
Zachary Conen • March 20, 2018 -
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Advertisers, get off your agency's back!
Agency-client relationships need transparency, agility and autonomy to deliver great work, writes Agency Mania Solutions's Bruno Gralpois.
Bruno Gralpois • March 14, 2018 -
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9 travel marketing trends to watch in 2018
Expedia Media Solutions' Monya Mandich and other travel marketers offer insights into how everything from mobile to experiential is changing the "how, what and when" of consumer behaviors.
Monya Mandich • March 8, 2018 -
Oscars takeaways: how to be an award-winning multichannel marketer
From Guillermo del Toro to "Dunkirk," Sunday night's winners offer insights for industry professionals, according to LoopMe CEO Stephen Upstone.
Stephen Upstone • March 8, 2018 -
The secret to overcoming loyalty pain points
Customer data is key for increasing overall satisfaction, so it's essential to listen to the needs of rewards members and minimize their frustrations, writes HelloWorld's Michela Baxter.
Michela Baxter • March 7, 2018 -
Micro-influencer or brand ambassador: which offers the bigger payoff?
Depending on a brand's needs, both options can be key to a successful social campaign, writes Brian Freeman, CEO and founder of Heartbeat.
Brian Freeman • March 5, 2018 -
Is social media encouraging brands to become more political?
Lessons for marketers from #BoycottNRA and the age of hashtag activism, according to Stephanie Newby, CEO of Crimson Hexagon.
Stephanie Newby • March 2, 2018 -
7 mobile advertising trends we'll see more of in 2018
Rewarded video and convenience are two top focus areas that marketers can't afford to miss, writes AdColony's Sekip Can Gokalp.
Sekip Can Gokalp • March 1, 2018 -
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Why marketers must shift the conversation from data privacy to ethical data use
"Privacy" as a term has outlived its usefulness in driving a nuanced discussion around what constitutes appropriate use of data by marketers, writes Acxiom's Jerry C. Jones.
Jerry C. Jones • March 1, 2018 -
5 trends that will shape app marketing in 2018
AI, evolving ad formats and increasing ROAS are some of the trends likely to impact how apps are marketed this year, writes Ran Milo, Bidalgo's VP of marketing.
Ran Milo • Feb. 28, 2018 -
How data-driven OOH can help retailers rock store openings and special promotions
Peloton's Sarah Hilston offers five lessons learned from the brand's strategy opening three new stores and running a holiday campaign last year.
Sarah Hilston • Feb. 26, 2018 -
Influence & Co.
3 marketing trends that will get the boot in 2018 — plus 4 more brands should focus on
Marketers' No. 1 priority this year should be continuing to evolve with consumers' changing preferences and behaviors. Brett Hyman, president of NVE Experience Agency, offers tips on how to keep up.
Brett Hyman • Feb. 23, 2018 -
4 ways consumer insights can help boost your brand
Crimson Hexagon's CMO Lou Jordano highlights how tracking social media conversations can deliver measurable business value.
Lou Jordano • Feb. 23, 2018 -
How to still succeed with Facebook video marketing following the News Feed update
Paul Casinelli, Brightcove's VP of product marketing and strategy, offers five tips on surviving the algorithm change that has some brands and publishers in a panic.
Paul Casinelli • Feb. 22, 2018 -
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The risk of publishers becoming a slave to their KPIs
The urge to show growth often hinders marketers from pursuing the actual substance they're truly after, writes Playbuzz's CEO Shaul Olmert.
Shaul Olmert • Feb. 20, 2018 -
How the iPhone's AR potential could transform mobile advertising
Where Apple leads, others likely will follow, writes Sabio Mobile's creative director Jean Yap McNamara.
Jean Yap McNamara • Feb. 15, 2018 -
Measuring digital video effectiveness is a minefield for brands
With so many measurement metrics, marketers must go back to basics and consider content's ability to deliver desired effects, writes LoopMe's CEO Stephen Upstone.
Stephen Upstone • Feb. 13, 2018 -
Mobility data: Understanding consumer activation
Mobility data is a new, rich source of information. Within its limitations, it can be used instead of or in addition to second- and third-party engagement data, according to Ed Ramsey of Valassis.
Ed Ramsey • Feb. 13, 2018 -
CES 2018: The car tech trends that parallel marketing today
Marketers should look at other industries such as car tech to develop a hypothesis for future human behavior, writes Jeff Tan, SVP and mobile stack lead at Dentsu Aegis Network USA.
Jeff Tan • Feb. 7, 2018 -
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Before marketers jump on the Big Data bandwagon, are they missing out on small insights?
Marketing data and Big Data are often conflated, or the distinction between them is greatly misunderstood, writes Wire Stone's chief strategy officer Neil Michel.
Neil Michel • Feb. 7, 2018 -
What does 'mobile' actually mean in the affiliate world?
Determining the best strategy for a company requires defining what "mobile" means for your business, writes Acceleration Partners's Matthew Wool.
Matthew Wool • Feb. 5, 2018 -
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Why brands must scale service and experience to meet customer expectations
Too many companies today are caught languishing in the pulls between price, convenience and experience. Baesman Insights & Marketing's Evan Magliocca offers tips on how to break the paralysis.
Evan Magliocca • Feb. 5, 2018 -
How Tostitos could've scored on its Super Bowl push with an extra dash of personalization
Here are three ways the chip brand could have taken its latest campaign to the next level, according to SundaySky's Eric Porres.
Eric Porres • Feb. 1, 2018 -
The top digital video ad question of 2018: Swipe or stay?
As marketers evaluate what they should stop, start and continue doing in the months ahead, it's time to end these six bad habits, writes SundaySky's Guy Atzmon.
Guy Atzmon • Jan. 25, 2018
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