Opinion: Page 5
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.
-
Current events fuel higher consumer expectations, concerns for marketers
Three paradigm-shifting events have fanned consumers' wants and needs in 2020, driving higher expectations for 98% of brands, writes Brand Keys' Robert Passikoff.
Robert Passikoff • July 30, 2020 -
Getty Images
The fight against COVID-19 spam and smishing attacks
Exploiting text messages' high open rate, hackers are using the channel for cybercrime at higher levels during the pandemic, writes OpenMarket's Seujan Bertram.
Seujan Bertram • July 22, 2020 -
Offensive brands are exiting stage left. What took so long?
The more valuable the brand equity, the greater the temptation to preserve longstanding labels such as Aunt Jemima, Uncle Ben's and Eskimo Pie, decade after decade, writes CBX's Gregg S. Lipman.
Gregg S. Lipman • July 21, 2020 -
Havas for Puma
Why digital OOH advertising is especially effective right now
Brands have an opportune moment to reach consumers as they reemerge from lockdowns, writes Xaxis' Roey Franco.
Roey Franco • July 2, 2020 -
What's your purpose? How brands must adapt in the face of COVID-19
If brands fail to take a clear and purposeful stand, they could face harsh consumer scrutiny that places lingering effects on business, write Mark Curtis and Bill Theofilou of Accenture.
Mark Curtis and Bill Theofilou • June 24, 2020 -
Quibi
Quibi's quick demise: A look inside the mobile-only streamer's fumbled launch
Big name executives. Big stars. Big advertising commitments. Big hype. Brightcove principal analyst Jim O'Neill asks, "What happened?"
Jim O'Neill • June 23, 2020 -
How brands can use hyperlocal marketing to bounce back and drive revenue
Marketers must balance a "monitor and adapt" strategy with consumers' desire for normalcy as they return to business, Chatmeter CEO Collin Holmes writes.
Collin Holmes • June 17, 2020 -
Courtesy of Kabbage Media
Listening to change: Customer experience execs share insights on navigating COVID-19
Many brands are shifting focus from sales to brand-building during the pandemic and harnessing data that serves as the voice of customers, writes ActionIQ's Tasso Argyos.
Tasso Argyos • June 3, 2020 -
"White House Press Briefing". Retrieved from The White House.
What marketers can learn from media coverage of COVID-19
By convincing an entire nation to take desired actions, the media's actions provide a roadmap for marketers that shows how to lead prospects to the purchase of products and services, writes Interrupt Media's Ben Lack.
Ben Lack • May 29, 2020 -
How to safeguard and grow OTT, CTV ad revenues during the pandemic
Coronavirus has catapulted connected TV into the spotlight, which comes with a unique set of opportunities and challenges, per TheViewPoint's Daniel Elad.
Daniel Elad • May 20, 2020 -
Marketers must adapt to change, the only certainty for global business this decade
Entrepreneurs and strategists talk ad nauseam of disruption. But what if the velocity of change is so fierce that it calls the very definition of disruption into question? ICF Next's Bob Feldman weighs in.
Bob Feldman • May 14, 2020 -
"Starbucks is closing temporarily because of COVID-19 Concerns" by GoToVan is licensed under CC BY-SA 2.0
What does the marketing funnel look like post-pandemic?
Brands can lay the foundation by pivoting their strategies now and addressing existing communities, writes MobileFuse Founder and CEO Ken Harlan.
Ken Harlan • May 6, 2020 -
unsplash/freestocks
What Twitter's #SafeHandsChallenge is teaching marketers
UGC campaigns can be hard to crack, but when done well can offer major value in driving advocacy across categories, writes 360i's Marie Goldstein.
Marie Goldstein • April 29, 2020 -
How to withstand ad fraud in the CTV environment
With the rise of OTT and CTV advertising, it's crucial to build reliable partnerships, raise awareness of fraud and take steps to prevent it, writes Fiksu COO Anna Kuzmenko.
Anna Kuzmenko • April 28, 2020 -
It's time for digital assistants to reach their true potential
During a global health crisis, Alexa, Siri, Google Assistant and the rest have missed their moment to matter more, writes Curt Munk of WPP's Geometry.
Curt Munk • April 23, 2020 -
Fancycrave via Unsplash
Measure twice, cut what?
Downturns don't always doom your bottom line. Building strong measurement strategies through data can help you base decisions on adjusting spend while helping your company adapt and thrive, writes Analytic Partners' Nancy Smith.
Nancy Smith • April 16, 2020 -
Mitigating the damage of mega-event cancellations due to coronavirus
Despite lost time and nonrecoverable costs, marketers can alleviate major damage of cancellations through ample contingency planning and swift responses, writes Gartner's Jessica Ekholm.
Jessica Ekholm • March 31, 2020 -
Staying human amid the pandemic
Corona is learning how consumer behavior is painfully fickle, especially when fear invades, writes agency CTP's Grant Pace. Its CEO's ability to put a more human face on his brand may help it come out healthier than ever.
Grant Pace • March 24, 2020 -
Your brand's real offering to Gen Z is community
Brands that prioritize community-building will win over the young demographic that wants to connect through shared values, writes DoSomething Strategic's Mary Noel.
Mary Noel • March 18, 2020 -
Are shoppable ads hurting brands in the long term?
Despite the need to experiment with new tech, retail marketers must ensure they're not blindly investing in channels that could damage revenue or branding, writes Quantum Metric's Tamara Gaffney.
Tamara Gaffney • March 11, 2020 -
The age of data privacy: personalization's existential crisis?
While GDPR has seen only a few violations make the news, we may see more and stricter enforcement of data privacy infringements in the U.S. with CCPA at the table, writes Qubit's Graham Cooke.
Graham Cooke • March 10, 2020 -
Yujin Kim, Industry Dive
Blockchain may be the answer to marketers' trust gap
The technology can slash fraud, provide reliable metrics for digital advertising and help marketers safeguard consumer privacy, writes PwC's U.S. CMO Matthew Lieberman.
Matthew Lieberman • March 3, 2020 -
Dodging the pitfalls of meme-inspired branding
With an intuitive and aesthetic understanding of online subcultures, marketers can create anchors for their brand that leave room for growth, writes CBX's Jaime Klein Daley.
Jaime Klein Daley • Feb. 25, 2020 -
The world spins faster. Does your brand?
In today's hyperkinetic media environment, fearlessness and the willingness to be uncomfortable may be the key to staying relevant, writes CBX's Satoru Wakeshima.
Satoru Wakeshima • Feb. 11, 2020 -
Olay
Corporate social responsibility emerges as content king in 2020 Super Bowl ads
Considering relevance, brand persona and impact are key to marketing around CSR, says Lindsay Singleton, a Civic Responsibility Project board member.
Lindsay Singleton • Feb. 6, 2020
Previous
