Opinion: Page 9
The latest opinion pieces by industry thought leaders
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3 ways marketers can tap into micro-movements
Smart brands are forgoing massive CSR campaigns for simpler, nimbler bursts of brand advocacy. MMC's Ted Sabarese offers tips on how to do it right.
Ted Sabarese • June 27, 2018 -
Level up your app marketing game during the World Cup
What are five ways marketers can take advantage of this global flagship tournament? Headway's CMO Dario Diament weighs in.
Dario Diament • June 25, 2018 -
Why quality trumps quantity for video publishers
Opting for a "more and cheaper is better" approach actually wastes money on unnecessary tech, unimportant data and superfluous manpower, writes Connatix's David Kashak.
David Kashak • June 20, 2018 -
Coming to terms with GDPR: A reckoning for app developers
New privacy regulations have become a catalyst for companies and their digital consumers to conscientiously deepen their relationship, writes Leadbolt's CEO and founder Dale Carr.
Dale Carr • June 18, 2018 -
Maybelline's marketing gets consumers' lips to do the talking
Engagement Labs' Brad Fay lays out three lessons marketers can learn from the beauty brand that's increased its share of conversations both online and off.
Brad Fay • June 18, 2018 -
Why voice isn't poised to take over the marketing world — yet
Drum Agency's David Randolph breaks down the biggest fears and questions looming over a channel some believe will cause the death of CPG.
David Randolph • June 14, 2018 -
Is limiting the unlimited the way to serve the mobile appetite?
New tools by Google and Apple will soon let users control their screen time, but will also impact marketing campaigns, writes Possible Mobile's Jeff Hasen.
Jeff Hasen • June 12, 2018 -
Is it time for brands to buy into social commerce?
An increase in mobile shopping combined with continued innovation has led to social media's emergence as today's third shopping channel, writes Bazaarvoice's Sara Spivey.
Sara Spivey • June 6, 2018 -
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How to win loyalty in the age of the promiscuous consumer
Businesses must adapt to consumers' changing expectations and desires, says Qualtrics's Luke Williams.
Luke Williams • June 4, 2018 -
How AR is poised to transform event marketing
Because of their sensory, experiential focus, events are the perfect proving ground for the immersive tech, writes Helios Interactive's Michael Schaiman.
Michael Schaiman • May 31, 2018 -
3 strategies to solidify your brand in the age of voice commerce
The growth momentum behind Amazon-led voice commerce isn't slowing down, so brands must do everything in their power today to build a foundation of loyal customers for tomorrow, writes Persado's Aaron Masih.
Aaron Masih • May 29, 2018 -
White Ops
4 signs bots may be stealing your ad dollars
As bots evolve, it's only more getting more difficult for marketers to tell them apart from humans. White Ops' President and Co-founder Michael Tiffany outlines the biggest red flags.
Michael Tiffany • May 24, 2018 -
How digital natives are making mobile the new prime time
With their preference for mobile and always-on mentality, Gen Z is changing the game. Possible Mobile's Jeff Hasen weighs in on where that leaves marketers.
Jeff Hasen • May 21, 2018 -
Skills marketers need for a mobile-first world
While the core tenets of marketing haven't changed entirely over time, mobile has fundamentally altered how consumers and brands interact, writes Swrve's CEO Christopher Dean.
Christopher Dean • May 16, 2018 -
Will Google or Amazon win the race for online retail domination?
Both companies' quests to own purchase intent and other lock-stop product measures put them on a collision course to be one and the same, writes Crealytics CEO Andreas Reiffen.
Andreas Reiffen • May 11, 2018 -
How brick-and-mortar banks can thrive in the age of fintech
As apps become a main mode of global money transfer, only the most forward-thinking institutions that adapt will survive and thrive.
Inbal Lavi • May 1, 2018 -
How marketers can find and convey true brand purpose
Mike Leiser, chief strategy officer and senior partner at Prophet, lays out the questions to consider when looking for meaning beyond offering products and services.
Mike Leiser • April 24, 2018 -
Unsplash
How brands can resonate with consumers via 'friendertainment'
The word "influencer" is everywhere and has subsequently lost much of its meaning. What matters more is tailored, compelling content, writes Maureen Polo, SVP at Fullscreen's Brand Studio.
Maureen Polo • April 18, 2018 -
5 tips to boost customer engagement with native ads
Demand for the format has grown more than 3x since 2015, cementing its role as an essential part of the marketing mix, writes Oath's Courtney McKlveen.
Courtney McKlveen • April 18, 2018 -
Getty Images
How GDPR will affect US brands
Quibit's General Counsel Jack Carvel lays out simple ways to get educated and meet compliance with the looming EU rules — and also the costs of getting them wrong.
Jack Carvel • April 17, 2018 -
Why rewarded video could be the next programmatic frontier
Opt-in, rewarded video will deliver a new type of data that could help inform future programmatic buys, writes OpenX's Maggie Mesa.
Maggie Mesa • April 13, 2018 -
How marketers can navigate the risky paradox of brand AI
As AI becomes a larger part of the brand experience, will businesses sacrifice human emotions for efficiency? Group Xp's Iain Ellwood examines the issue.
Iain Ellwood • April 4, 2018 -
Mobile fraud trends to watch in 2018: SDK spoofing and click injections
Without active fraud prevention, user acquisition managers risk wasting a major share of marketing budgets this year, writes Adjust's CTO Paul Muller.
Paul Muller • April 2, 2018 -
Today's mobile gaming ads: Why it's time for brands to think again
Outdated misconceptions and an expected growth surge point to why marketers should focus more on mobile gaming's highly engaged audience, writes deltaDNA's CEO.
Mark Robinson • March 26, 2018 -
6 email marketing tricks GDPR will (thankfully) wipe out
New consumer data privacy rules are an opportunity for marketers to reset customer relationships based on freely-given, informed consent that builds trust, writes SmartFocus CMO Sarah Taylor.
Sarah Taylor • March 26, 2018
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