7 trends that show 2020 will be a make-or-break year for marketers

Expectations are rising around everything from sustainability to data privacy, and some areas, like media buying and CMO strategies, will reach an inflection point, experts said.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 6, 2020

Cadent acquires 4Info to beef up cross-screen targeting

Ad-tech consolidation continues as the CTV and OTT space heats up. 

By Dianna Christie • Jan. 3, 2020

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

How QSRs are leading the way on personalized, omnichannel experiences

Lessons learned by McDonald's, Starbucks and others could help marketers across the industry in 2020 and beyond.

By Chris Kelly • Jan. 2, 2020

Google tops Facebook in driving early holiday traffic to retail sites, study finds

Despite the hype around social commerce, organic and paid Google search appear more effective at delivering site traffic and conversions.

By Dianna Christie • Dec. 20, 2019

Can Coca-Cola escape the shadow of past deceptive marketing campaigns?

A research paper revealed the soda giant targeted teens and moms earlier in the decade before committing to diversify its portfolio and reduce sugar intake.

By Lillianna Byington • Dec. 19, 2019

Coke leverages Google's search data to prove the holiday spirit grows stronger

A campaign uses data analysis, including a custom-branded Google Trends page, to show how divisive topics are receding during the holiday season.

By Peter Adams • Dec. 18, 2019

Coke reinstates global CMO role in bid to unify marketing, operations

The role was scrapped just two years ago, with duties shifting to Chief Growth Officer Francisco Crespo, who will retire next year.

By Peter Adams • Dec. 16, 2019

Sam's Club snaps up tech, talent from embattled WPP unit Triad

The move "rounds out" the in-housing of Sam's Club's digital advertising services, according to Chief Member Officer Tony Rogers.

By Peter Adams • Dec. 13, 2019

Disney+ secures $20M in app revenue in 1st month

The media giant's streaming app averages 9.5 million users a day, 84% of whom are in the U.S., Apptopia found.

By Robert Williams • Dec. 12, 2019

ARF: Different approaches to data cause tension on marketing teams, limiting quality

Creatives, strategists and researchers are not aligned when it comes to using data, leading to a lack of trust, a disconnect in ownership of insights and misalignment on goals.

By Dianna Christie • Dec. 12, 2019

Pepsi CMO leaves amid beverage giant's marketing resurgence

Roberto Rios departs for Schwan's Company at a time when larger investments in media and advertising are bolstering Pepsi's bottom line.

By Peter Adams • Dec. 10, 2019

Pinterest debuts Trends tool to help track top searches

The social media company foresees 2020 trends in rewilding, dog halos, Granny pods, agritourism and rockhounding.

By Robert Williams • Dec. 10, 2019

Disruption of the Year: Amazon buys Sizmek's ad-serving tech

Snagging a powerful ad server, dynamic creative optimization solution and client list, the deal strengthens an Amazon offer that had already put a dent in Google's search dominance.

By Peter Adams • Dec. 9, 2019

Will personalization's role in marketing shrink as challenges grow?

Gartner predicts 80% of marketers will drop personalization in five years while the ANA named "personalization" its marketing word of the year, highlighting the tactic's appeal and challenges.

By Barry Levine • Dec. 6, 2019

Spotify extends annual Wrapped campaign to entire decade, podcast content

The feature is for the first time accessible through the platform's mobile app, and outdoor ads spotlight newer bets like the acquisition of Gimlet Media.  

By Robert Williams • Dec. 6, 2019

Pantone enlivens 2020 Color of the Year pick with slew of multisensory experiences

Partners like Adobe and FedEx will help consumers experience the "solid and dependable" Classic Blue in ways beyond the visual.

By Peter Adams • Dec. 5, 2019

White Claw, Impossible Foods and Kind Snacks are among 2019's fastest growing brands

The food and beverage industry dominated Morning Consult's annual rankings, with 11 of the top 20 spots going to CPG brands and delivery services.

By Lillianna Byington • Dec. 5, 2019

The winners and losers of Black Friday 2019

Mobile kicked in more than its fair share this year, and that was good news for some brick-and-mortar retailers.

By Daphne Howland • Dec. 1, 2019

Black Friday sales on track to $7.4B

Shoppers forked over $4.2 billion on Thanksgiving Day alone, much of it on their phones not far from the dinner table, according to Adobe Analytics.

By Daphne Howland • Nov. 29, 2019

5 trends that will shape Black Friday 2019

With sales projected to reach up to $730.7 billion this holiday season, there's little room for missteps during the key shopping event.

By Caroline Jansen • Nov. 22, 2019

Programmatic advertising must handle more complex media-buying decisions, study says

Programmatic ad growth will require more spending on tech and talent to realize its full potential, per a survey of marketing executives. 

By Robert Williams • Nov. 21, 2019

How does OTT's ROI on ads compare to linear TV?

While linear TV remains important, new research assesses alternatives such as OTT, addressable and programmatic to find which channels advertisers should use.

By Dianna Christe • Nov. 20, 2019

Behind the scenes: Data and technology bring food product R&D into the 21st century

With CPG companies under pressure to develop products faster and stretch their spending, Conagra, Mars Wrigley and Ferrara are rethinking the decades-old way of creating new items for consumers.

By Christopher Doering • Nov. 20, 2019

KFC's CTO started as an intern. Now he leads its tech strategy

Chris Caldwell has had a front-row seat to Yum Brands' modernization, from rolling out Microsoft Exchange Servers to AI-enabled drive-thrus.  

By Samantha Schwartz • Nov. 19, 2019

Amazon tops list of most valuable US brands at record $335B, new ranking says

The e-commerce giant overtook Apple and Google to gain the top spot while Instagram saw the biggest jump, WPP and Kantar found.

By Robert Williams • Nov. 15, 2019