Opinion: Page 2
The latest opinion pieces by industry thought leaders
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Why CMOs should adopt the mindset of a futurist
Predicting the future can be a fool’s errand, but CMOs that make decisions under uncertainty will differentiate themselves, says Gartner’s Lizzy Foo Kune.
Lizzy Foo Kune • July 11, 2023 -
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How AI’s legal risks are challenging marketers
As the tech’s buzz grows, concerns around privacy and ethics could prompt advertisers to take pause, says Kelley Drye partner John Villafranco.
John Villafranco • June 20, 2023 -
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Why a shifting marketing landscape requires a people-first mindset
Amid economic turbulence and the rise of AI, building a resilient team is paramount, writes Media.Monks co-founder Brady Brim-Deforest.
Brady Brim-Deforest • May 11, 2023 -
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A strong small business digital ad market must remain free of overregulation
While increased government scrutiny of advertising practices is often geared at big business, smaller counterparts could bear the brunt of the impact.
Beth Egan • May 3, 2023 -
jacoblund via Getty Images
How brands can turn corporate social action into real action
Marketers face heavy pressure for their brands to be engaged in social justice issues but must be cautious in how they approach their strategy.
Augie Ray and Chris Ross • Nov. 10, 2022 -
Presley Ann/Getty Images for ABA via Getty Images
What Kim Kardashian’s $1.26M fine says about influencer marketing
Enlisting an influencer can often be a high-risk operation, but there are a few steps marketers can take to avoid the chaos.
Jim Singer, Brooks Levering, Piyush Gupta, Luis de Lencquesaing • Oct. 28, 2022 -
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The realities of a unified CTV measurement tool may shock advertisers
As advertisers increasingly pursue a unified, cross-platform measurement tool, questions remain around whether or not the concept is truly achievable.
Michele Madaris • Sept. 28, 2022 -
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Brands are driving cultural change — here’s how agencies can too
If agencies want to keep up with cultural shifts, they need to immerse themselves in what’s happening around them.
Erin Moran • Sept. 19, 2022 -
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Why partnerships are the biggest investment brands should make this year
The spirit of collaboration shines through post pandemic, with 82% of B2B business leaders looking to add new partners this year, per a Channel/Partner Marketing Benchmark Survey.
Jon Stimmel • Sept. 13, 2022 -
Courtesy of Peloton
Here’s why marketers should consider leaving Covid-19 fads in the past
Temporary obsessions with feta pasta, whipped coffee and at-home workouts represent ways in which pandemic trends, and consumer buy-in, came and passed — fast.
Mark DiMassimo, Lesley Bielby • Aug. 25, 2022 -
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Pandemic friction between consumers and businesses is evident
CMOs hoping to transition their brands to post-pandemic normalcy must temper optimism and account for continuing unease among customers.
Kate Muhl • Aug. 22, 2022 -
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What the American Data and Privacy Protection Act means for marketers
The privacy landscape could see major change if the American Data and Privacy Protection Act becomes law. Here’s what marketers need to know.
Hugo Loriot • July 19, 2022 -
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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 -
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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 -
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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 -
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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 -
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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
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