Opinion: Page 8
The latest opinion pieces by industry thought leaders
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3 ways to prep for a voice-driven holiday season and beyond
Brands like Tide and Dunkin' illustrate how marketers can tap into the emerging tech, which is set to command $19 billion in ad spend globally by 2022.
Rebecca Stone • Dec. 19, 2018 -
How brands can troll rivals with geoconquesting for Whopper-like impact
Burger King's recent Whopper Detour campaign bears several lessons for mobile marketers, writes Factual CMO Brian Czarny.
Brian Czarny • Dec. 17, 2018 -
Before giving 'the talk' to my tween, I ran it through with some CMOs
A familiar conversation parallels why brands must rethink their social media approach, writes Something Massive founder Rebecca Coleman.
Rebecca Coleman • Dec. 17, 2018 -
Apple iOS, privacy and the future of ad attribution
While a new API frees advertisers from relying on third-party attribution tools, it may impact the broader landscape by changing how mobile marketers approach app ad measurement, Liftoff's Mark Ellis writes.
Mark Ellis • Dec. 12, 2018 -
Move over brands, consumer experiences are the story
Brands must master empathy, strategy and creativity — and understand the technology required to get them there, writes DEG's Tony Toubia.
Tony Toubia • Dec. 10, 2018 -
Even social networks are struggling with influencer marketing
In the aftermath of news that Snap's agency is suing an influencer, HYPR Brands' Gil Eyal expects to see a shift in the way influencers are activated and compensated.
Gil Eyal • Nov. 13, 2018 -
Retrieved from Epic Games on July 02, 2018
'Fortnite' shapes Gen Z friendships — and what marketers can learn from it
If marketers want to connect with these young consumers, it's critical to consider how products, campaigns and user experiences help people bond, writes Reach3 Insights' Sean Campbell.
Sean Campbell • Nov. 9, 2018 -
New progress and pitfalls of mobile ad transparency
Efforts hailed as victories this year might be mere Band-Aids on mobile's wounds, rather than holistic cures, writes Kiip's Bill Alena.
Bill Alena • Nov. 6, 2018 -
Why in-app search indexing boosts user retention
While mobile web and app store search are key acquisition channels, it's critical for retainment to provide in-app search tools so users can sift through content.
Brad Gagne • Oct. 29, 2018 -
Marketers, take note of Netflix's move into interactive video
This type of storytelling transforms content into a lean-forward experience, though the promise of interactivity carries its own challenges, SundaySky's Guy Atzmon writes.
Guy Atzmon • Oct. 8, 2018 -
Facebook
How Facebook's brand can get its humanity back after losing Instagram's 'heart and soul'
Urban Airship's Mike Herrick discusses how Facebook should shift its focus to WhatsApp and make it the digital giant's first subscription-based platform.
Mike Herrick • Sept. 26, 2018 -
How brands can use mobile targeting for good
By shifting the focus from how data can be used to benefit a brand to how it can benefit the consumer, marketers can take a massive step forward when it comes to trust, Kiips's Lauren Farricker writes.
Lauren Farricker • Sept. 24, 2018 -
How marketers can drive mobile user acquisition through diversification
Facebook and Google should be part of any marketing strategy, but looking to other channels for scale and deeper insights is an increasingly necessary move, writes Fluent's George Eames.
George Eames • Aug. 30, 2018 -
Branded AI: 4 key truths for a new frontier
Artificial intelligence is poised to become a powerful brand ally for marketers, but it's not without its challenges. Wire Stone's Cheryl Barbee explores this new landscape.
Cheryl Barbee • Aug. 23, 2018 -
Balancing act: Using customer data from your loyalty program the right way
How can marketers use customer data to simultaneously encourage brand engagement, create value for consumers and incentivize shoppers to continue sharing their data? Eagle Eye's Lucy Sharman-Munday weighs in.
Lucy Sharman-Munday • Aug. 20, 2018 -
Hippocampus, cognitive maps and smartphones in marketing
Unscheduled moments where people pick up their phone during downtime serve as prime opportunities for marketers to connect with consumers, writes Silverlight Digital's Lori Goldberg.
Lori Goldberg • Aug. 20, 2018 -
What the audio streaming revolution means for marketers
Each month, an estimated 180 million Americans stream music, radio and podcasts, presenting ample opportunities for marketers, writes Inbal Lavi of Webpals Group.
Inbal Lavi • Aug. 13, 2018 -
The future of marketing design: A people-first approach
Today, marketing is dynamic, personalized and, most importantly, a dialogue that can mobilize cultures. But the lack of a design-driven mindset is still a major barrier, writes RPA's Aninya Ahluwalia.
Aninya Ahluwalia • Aug. 13, 2018 -
Retailers and the blockchain: A brief look at location marketing
Can blockchain, coupled with location-based marketing, bridge into the real world and drive customer engagement? Director of the Location-Based Marketing Association Gary Schwartz weighs in.
Gary Schwartz • Aug. 9, 2018 -
Stopping influencer fraud: Who, what and where to look for signs of trouble
More than 11% of engagement on influencer-sponsored posts on Instagram last year were from fraudulent accounts. Captiv8's Krishna Subramanian lays out tips for detecting red flags and ensuring brands get what they paid for.
Krishna Subramanian • Aug. 6, 2018 -
Hey Siri, how can marketers use voice to drive loyalty and engagement?
Despite the recent boom in brands integrating the tech into their marketing mix, voice is largely ignored when it comes to loyalty and promotion strategies, HelloWorld's Mike Puffer writes.
Mike Puffer • Aug. 6, 2018 -
How the music industry can set the tempo for brand experiences
Brands can find inspiration in the direction the music industry has taken in creating memorable omnichannel experiences that keep the rhythm of retail going, writes SET strategist Stefan Tauber.
Stefan Tauber • July 30, 2018 -
Discover what really matters to consumers to drive new growth
There are different approaches to gaining customer insights that let companies optimize their positioning and put marketing dollars to good use, says McKinsey & Co.'s Thomas Bauer.
Thomas Bauer • July 9, 2018 -
Don't just talk about transformation. Do it
Lisa Collings, senior vice president at Conversant, offers three key tips for retail marketers looking to accelerate and execute digital strategies.
Lisa Collings • July 2, 2018 -
How to breathe new life into a marketing organization
Accenture's Laura Gurski details how marketers can tap into the "living marketing" strategies that have helped grow brands like Meliá Hotels and Halo Top.
Laura Gurski • June 28, 2018
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