Opinion: Page 6
The latest opinion pieces by industry thought leaders
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Why so many Super Bowl commercials aimed for the heart
The visceral nature of several big game ads comes as consumers demand authenticity and relatability, says UserTesting CMO Michelle Huff.
Michelle Huff • Feb. 5, 2020 -
One size does not fit all for brands in music
As brands begin to enter the music vertical, it's important to recognize that tactics must be strategically aligned with objectives, says Momentum Worldwide's Glenn Minerley.
Glenn Minerley • Jan. 28, 2020 -
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A trio of takeaways from CES 2020 for mobile marketers
From showcasing 5G to short-form video, the show once again proved to be center stage for the world's innovations that will define the next pinnacle in smarter living through technology, writes Airship's Mike Herrick.
Mike Herrick • Jan. 17, 2020 -
Retail resolution: Watch everything Toys R Us does in 2020
The team resurrecting the legacy retailer has taken a highly unusual approach and lessons abound for marketers, writes CM Group's Jason Grunberg.
Jason Grunberg • Jan. 17, 2020 -
CCPA and the continued 'privacy paradox'
Without consumer trust, the promise of personalization and digital marketing crumbles, writes Localytics CEO Jude McClogan.
Jude McClogan • Jan. 13, 2020 -
AR and VR will drive omnichannel 2.0
As access and adoption rise, immersive tech has the potential to bridge the gap between store and home, writes Nielsen Global Connect's John Tavolieri.
John Tavolieri • Jan. 8, 2020 -
Why USA Today's Ad Meter will get the Super Bowl wrong — again
The system is an outlier in a comparison of different Super Bowl advertiser performance metrics that also highlights the need to assess offline buzz.
Ed Keller • Jan. 8, 2020 -
No, the future of streaming is not bundled
A flurry of platform launches coupled with murmurs of ad-supported content have some experts speculating that the future looks a lot like the cable bundling past, writes Branded Entertainment Network's Ricky Ray Butler.
Ricky Ray Butler • Nov. 4, 2019 -
Brands should avoid death by a thousand data points
Over-collecting or overusing customer data can risk trust, urging marketers to respect the data exchange and commit to ethical practices, writes Airship's Mike Herrick.
Mike Herrick • Oct. 31, 2019 -
Why podcasting is a key 21st century media experience
It's intimate, it's engaging and it scales. Here are six key insights from the Podcast Upfront 2019, according to the IAB's Zoe Soon.
Zoe Soon • Oct. 24, 2019 -
Update your strategy to woo today's new class of affluent millennials
Despite their youth and sizable paychecks, the cohort is a more challenging target than its Gen X and boomer counterparts, forcing marketers to use nuanced and counterintuitive approaches, writes Gartner's Tim Barlow.
Tim Barlow • Oct. 17, 2019 -
It's time for advertisers to reconsider the legacy agency relationship
Returning to the long-term partnerships of a bygone era could bring quantifiable value and trust back to brands, writes Agency Mania Solutions' Bruno Gralpois.
Bruno Gralpois • Oct. 14, 2019 -
The 'Joker' movement is no joke for brands
Inspired by the hit film, StrawberryFrog's Scott Goodson explains how to crystallize and spark a brand movement.
Scott Goodson • Oct. 10, 2019 -
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For retail brands, there's never been a better time to mine millennial FOMO
Taking full advantage of the experience economy requires more than the occasional loyalty perk, trunk show or Instagrammable moment, writes Aptos' Dave Bruno.
Dave Bruno • Sept. 16, 2019 -
From IPO to FTC investigation: A tale of 2 influencer-built brands
On the heels of a federal investigation into Juul's use of influencer marketing, the tactic again demonstrates that it can make or break a brand, writes Traackr's Evy Wilkins.
Evy Wilkins • Sept. 3, 2019 -
From data lakes to data lanes
An obsession with technology has led marketers to lose sight of opportunities around identifying audience behavior and key moments in the purchase journey that can fuel a brand's growth, writes Wavemaker's Stephan Bruneau.
Stephan Bruneau • Aug. 28, 2019 -
The boardroom's obsession with NPS is shortsighted
Companies blinded by the single metric are doing their customers a disservice and sacrificing relevant insights that could turn profits and heads, writes Clarabridge's Sid Banerjee.
Sid Banerjee • Aug. 21, 2019 -
Nevada's new privacy law is just the beginning
Not many marketers could easily define the difference between something like the GDPR, the CCPA or other proposed state-level privacy laws. That needs to change, writes Adara's Angela Sultana.
Angela Sultana • Aug. 14, 2019 -
Why Amazon should be at the center of every brand's e-commerce strategy
To thrive in today's customer-driven landscape, brands must build agile e-commerce strategies with Amazon at the center, writes Feedvisor's Dani Nadel.
Dani Nadel • July 31, 2019 -
Influencer marketing should focus on conversational health, not vanity metrics
Instead of asking for an influencer's top posts, assess the best conversations — ones that show excitement and receptivity that could take a campaign to the next level, writes Captiv8's Vishal Gurbuxani.
Vishal Gurbuxani • July 25, 2019 -
Don't max out on your core: The value of secondary audience segments
Focusing solely on your core audience can lead to missed opportunities for your business — or worse, writes Novarize CEO Alon Tvina.
Alon Tvina • July 17, 2019 -
What's next for IGTV?
While Instagram's dedicated video app didn't get off to a flying start, it's made critical changes in its first year and could become a key monetization platform for brands, writes Takumi's CEO Adam Williams.
Adam Williams • July 10, 2019 -
Marketers must boost their data confidence. Here's how they can do it
It won't be long before first-party data becomes a dividing line in the industry, so what can marketers do today? Advertiser Perceptions' VP of business intelligence Stuart Schneiderman weighs in.
Stuart Schneiderman • July 2, 2019 -
Beyond the mobile couponing challenge: A CPG's guide to stronger shopper marketing
In planning a mobile shopper marketing strategy, brands should think beyond coupons to consider the broader scope of promotions available in-store, writes Kiip's VP of Sales Catherine Flint.
Catherine Flint • July 1, 2019 -
An advertiser's guide to navigating Amazon
With the e-commerce giant's ad revenue catching up to Google and Facebook, advertisers should consider leveraging the platform regardless of whether they sell products on it, writes Brand Networks' Michelle Michael.
Michelle Michael • June 18, 2019
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