Opinion: Page 3
The latest opinion pieces by industry thought leaders
If you are interested in having your voice heard on Marketing Dive's Opinion page, please read our editorial guidelines and fill out the submission form here.
-
John Hazard
CMOs must step away from the shiny objects
To solve the CMO tenure problem, marketers must stop blaming the CEO, start thinking about new frameworks and revisit the fundamentals, Boathouse's John Connors writes.
John Connors • Dec. 9, 2021 -
Mark Wilson via Getty Images
Don't make these marketing budget mistakes in 2022
Next year is shaping up to be another tumultuous time for CMOs who must predict what channels will be most successful, writes Bandwidth Strategy CEO Aimee Schuster.
Aimee Schuster • Nov. 18, 2021 -
Photo by RODNAE Productions from Pexels
3 tips on building an in-house agency — from a company that's been at it for years
It's important to create a practical framework and let the creativity flow from that, writes Chris Tobey, GoDaddy's vice president of creative and design.
Chris Tobey • Nov. 11, 2021 -
Kendall Davis / CIO Dive/Marketing Dive
How blockchain can deliver a digital ad trifecta
While the idea of blockchain isn't new, adoption has been slow due to entrenched interests that might be disrupted, authors from Kearney write.
Joshua Swartz, Oscar Capel, Hemal Nagarsheth and Dnyanesh Katakdaunde • Nov. 4, 2021 -
Courtesy of Wunderman Thompson
Can Facebook align with the values of the metaverse?
The social behemoth's history of buying up other apps like Instagram and WhatsApp suggests motives of monopolizing the market — the antithesis of the metaverse's community pillar.
Adam Jeffries • Oct. 29, 2021 -
Sean Gallup via Getty Images
Snapchat's Q3 earnings may reveal the future of the internet
While investors ran to drop the stock, it wasn't so much the company's results as it was the commentary outlining the "why," writes The Mars Agency's John Willkom.
John Willkom • Oct. 26, 2021 -
Retrieved from Facebook on September 17, 2021
Why Snapchat and TikTok still trail the duopoly for digital ads
While Google and Facebook dominate as top personalized ad options for sound reasons, newer platforms may possess unique selling points, writes Constellation Agency's Matt Woodruff.
Matt Woodruff • Oct. 18, 2021 -
Retrieved from Jalaiah Harmon via TikTok on September 09, 2021
What copyrighting TikTok choreography means for brand and influencer deals
Creators often don't receive money or credit for their viral TikTok dances, but brands that empower creators can show that it isn't just about money — it's about equity and partnership.
Oct. 11, 2021 -
Photo by Fauxels (Studio) from Pexels
Three ways to create DE&I initiatives that actually work
Creating real change requires brands to focus inward instead of concentrating efforts on external messaging and branding, writes Full Circle Insights CEO Bonnie Crater.
Bonnie Crater • Sept. 6, 2021 -
Back from the brink: Why the CMO role has experienced a resurgence
CMOs must be agile enough to capitalize on strategies that will align brand values and consumers, while also being prepared to change direction at any time, writes Toluna's Janice Caston.
Janice Caston • Aug. 12, 2021 -
Courtesy of Stella Artois
When brands should skip the NFT trend
Although the tech is new and barriers to entry are high, brands that overcome these hurdles can capture consumer attention, writes MullenLowe Group's Rachel Kronberg.
Rachel Kronberg • Aug. 3, 2021 -
martin-dm via Getty Images
Top priorities for CMOs in the post-pandemic world
Chief marketers will need to continue to embrace change, putting customers and employees front and center, writes Forrester CMO Shirley Macbeth.
Shirley Macbeth • July 6, 2021 -
Retrieved from Goodby Silverstein & Partners on June 29, 2021
'Liberty, Liberty, Liiiberty... Liiiberty!': Anatomy of a sonic logo
If you want to reach into people's brains, hearts and pocketbooks in 2021, you must have a strong, well-designed audio presence, writes music producer Lucas Murray.
Lucas Murray • June 30, 2021 -
Successful personalization demands a balance of strategy, tactics, technology and skills
Customers punish brands for undifferentiated experiences and irrelevant communications, putting a high price on executing personalization well, writes Gartner's Noah Elkin.
Noah Elkin • June 23, 2021 -
PeopleImages/E+ via Getty Images
Brands must go beyond advertising to connect in a post-COVID-19 world
The industry is at a crossroads as less data about consumers could equate with even less effective ads, writes EarBuds' Chris Gannett.
Chris Gannett • June 14, 2021 -
Permission granted by Sensient
Somewhere over the rainbow
Brands that continually represent the LGBTQ community — not just during Pride Month — will stand the test of time as consumers call out valueless and performative actions, writes New Moon's James Silverstone.
James Silverstone • June 10, 2021 -
Stuart C. Wilson via Getty Images
Looking for sales growth in a post-pandemic world
Significant changes in consumer behavior might make existing trackers and models less accurate, writes Helixa's Florian Kahlert.
Florian Kahlert • June 1, 2021 -
Permission granted by Alexander Mann Solutions
How can marketers approach multichannel now?
Marketers should look to build a model that goes beyond medium and message to match the reality digital has created, writes Goodway Group's Jay Friedman.
Jay Friedman • May 17, 2021 -
Stock Photo via Getty Images
The cookieless future isn't about privacy
The end of third-party cookies is an opportunity to do away with the uses of cookies that have fomented some of the worst damage on the internet, writes Nishant Desai of Xaxis.
Nishant Desai • May 11, 2021 -
Courtesy of Roku
Let's be upfront: We can't go back to traditional TV buying
The upfronts need to adapt to help marketers stay relevant as consumers' idea of TV remains fluid, writes TVSquared President Jo Kinsella.
Jo Kinsella • May 3, 2021 -
Retrieved from Nestlé on August 12, 2020
The end of pandemic means major changes for 3 mobile app categories
An analysis of global engagement trends suggests dining, gaming and dating are poised to undergo massive disruptions when life returns to normal, writes MOLOCO's Brian Yoo.
Brian Yoo • April 26, 2021 -
What advertisers stepping into the gaming arena should know
The sub-segments within the gaming audience and the opportunities to reach them will continue to evolve, writes Merkle's Kimberly Dutcher.
Kimberly Dutcher • April 19, 2021 -
Fotolia
Are in-house ad agencies choking the talent pipeline?
The advertising industry is experiencing a talent crisis of immense proportions that's likely to continue unless changes are made now, writes WorkReduce CEO Brian Dolan.
Brian Dolan • April 12, 2021 -
Permission granted by U.S. Navy
Attention marketers: Building vaccine confidence is key for a 'return to normal'
Given the positive data about COVID-19 vaccines, growing understanding among the public is ultimately a marketing and communication challenge, writes Gartner's Tim Barlow.
Tim Barlow • April 5, 2021 -
Unlearning common misconceptions about agencies
Marketers have been conditioned to accept some ideas that eventually threw us off balance. Ultimately, these false ideas get in the way of effective partnerships, writes Agency Mania Solutions' Bruno Gralpois.
Bruno Gralpois • March 29, 2021
Previous
