Opinion: Page 11
The latest opinion pieces by industry thought leaders
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5 mobile design trends to watch in 2018
Melyssa Cramer, Kargo's associate director of ad product and innovation lays, out top mobile design trends that will help put the "art in ad tech" this year.
Melyssa Cramer • Jan. 25, 2018 -
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5 ways even smart companies fail to close the loop with customers
Many businesses overlook their most critical source for direct engagement data: their own employees, according to Qualtrics's Matt Nelson.
Matt Nelson • Jan. 24, 2018 -
How big of a concern is mobile brand safety?
Expect the quality-minded CMO to have guidelines for agencies and any networks with whom the company is considering doing business, writes TabMo's Renaud Biet.
Renaud Biet • Jan. 22, 2018 -
Does Facebook's new direction really spell gloom and doom for marketers?
A greater focus on personal posts likely signals that quality, professional ads from brands will only pop more, writes Wesley MacLaggan, Marin Software's SVP of marketing.
Wesley MacLaggan • Jan. 22, 2018 -
What's in store for app marketing in 2018
App marketers will ask more of user acquisition and start to build probabilistic models in 2018, writes Lucktastic's Alex Tarrand.
Alex Tarrand • Jan. 18, 2018 -
Cody Boteler/Marketing Dive
Location intelligence: 2017 highlights and 2018 predictions
As high-quality location data becomes commoditized, there will be more focus on tools that let marketers use this data as core components of their strategies, writes Ubimo's Gilad Amitai.
Gilad Amitai • Jan. 16, 2018 -
How marketers can tap into consumers' growing demand for video content
Oded Edelman, president and co-founder of retailer James Allen, offers seven tips for staying in the mindset of customers to reach them on relevant channels and drive business goals.
Oded Edelman • Jan. 16, 2018 -
How brands can use innovative ad formats to break through clutter
It's crucial to find interesting ways to grab consumers' attention without feeling like an interruption, writes Cheetah Mobile's Johnny Li.
Johnny Li • Jan. 10, 2018 -
Why cross-collaboration is critical to the modern CMO's success
A marketing chief's unique responsibility today is to advance an understanding of customer needs across the entire enterprise, writes HCL Technologies's CMO Matt Preschern.
Matt Preschern • Jan. 8, 2018 -
Recapping top retailers' holiday 2017 push and SMS messaging
Salesforce's Melinda Krueger assesses retailers' digital messaging efforts, pinpointing critical strengths and weaknesses.
Melinda Krueger • Jan. 8, 2018 -
The future of app marketing: Shifting from a B2C to B2B2C model
With consumer reluctance, rampant fraud and the burden of managing endless intermediaries in the conversion funnel, perhaps it's time to reconsider a new app selling model, writes Digital Turbine's Daphna Steinmetz.
Daphna Steinmetz • Jan. 3, 2018 -
3 ways brands can better cultivate emotional loyalty
The best companies focus on deep, hard-wired emotions that drive expectations, behaviors and ultimately purchase decisions, writes Samantha Paxson, chief marketing and experience officer at Co-op Financial Services.
Samantha Paxson • Jan. 3, 2018 -
Singing 'Auld Lang Syne' to old TV ad ideas
Cries over the death of TV are overblown, writes TVSquared's Kevin O'Reilly. But that doesn't mean the industry should stop innovating.
Kevin O'Reilly • Dec. 29, 2017 -
Think globally, connect locally: scaling experiential for the hyperlocal market
If a brand's strategy is filling the biggest venue possible, it might be time to go back to the drawing board, writes Brett Hyman, president of NVE Experience Agency.
Brett Hyman • Dec. 27, 2017 -
Where does brand safety go from here?
After many brands boycotted YouTube earlier this year for fear of having their ads placed alongside hate speech and negative content, some are turning to premium publishers and direct buys, writes Zvelo CEO Jeff Finn.
Jeff Finn • Dec. 26, 2017 -
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Marketers should use city-based email marketing to better meet customers where they live
As spending power and wealth concentrate in cities, brands must become more adept at reaching consumers in urban areas, writes Response Media CTO Keith Perlstein.
Keith Perlstein • Dec. 22, 2017 -
How to build a chatbot rich in functionality
By finding and fixing the biggest bottlenecks of a chatbot, users will have a smoother experience and be more likely to return, writes Botanalytics's lker Koksal.
Ilker Koksal • Dec. 22, 2017 -
Buzzword to brand necessity: Best practices for using AR in marketing
AR is a powerful tool for engaging consumers and growing brands, but we're still determining how to maximize its impact, Blippar's Omaid Hiwaizi writes.
Omaid Hiwaizi • Dec. 18, 2017 -
Building stronger brand connections through connected devices
The more devices consumers are connected to, the more closely advertisers can examine their specific behaviors and cater to their needs, writes Kiip's Brian Wong.
Brian Wong • Dec. 14, 2017 -
4 Industries that can make better use of SMS (and how)
While marketers strive to meet consumers where they are, many overlook the potential that SMS holds for appointment- and discretion-based businesses, writes CallRail's Nancy Lim.
Nancy Lim • Dec. 11, 2017 -
6 ways marketers can take control of media agency transparency
A.T. Kearney's Jim Singer and Brooks Levering lay out how the Uber-Fetch lawsuit is emblematic of ad industry problems and the solutions brands can pursue beyond litigation.
Jim Singer and Brooks Levering • Dec. 11, 2017 -
3 ways marketers can wrangle control of their social ad data in 2018
Next year could be a defining one, but only if marketers can draw up a cohesive and connected view of their data sets, writes Unified's Jason Beckerman.
Jason Beckerman • Dec. 7, 2017 -
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Marketers must find AI's moral compass
Many believe that as quickly as the application of AI in marketing is exploding, it's also growing out of control, writes Benjamin Lord, global director at WPP's Kinetic.
Benjamin Lord • Dec. 5, 2017 -
It's not just how much, but where and when we're connected that matters
As ads are deployed across devices and creative becomes more dynamic, marketers need to optimize according to where consumers are spending their time, writes Keith Petri, chief strategy officer at Screen6.
Keith Petri • Nov. 29, 2017 -
In turmoil around bid for P&G seat, Peltz challenges risk-adverse culture
Recent events at the CPG giant reflect a broader cultural change in companies toward CEO departures, entrepreneurialism and risk taking, writes Phil Kafarakis, president of the Specialty Food Association.
Phil Kafarakis • Nov. 17, 2017
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