Deep Dive: Page 10
Industry insights from our journalists
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Can Katzenberg's NewTV crack the code for mobile video where others have failed?
Verizon's Go90 and Vivendi's Studio+ are the latest in a long line of failed mobile streaming platforms. Now, NewTV aims to master short-form, mobile content with a Hollywood approach.
Chris Kelly • Sept. 10, 2018 -
How Nike and REI made experiential retail a strategy
The two retailers have drastically different approaches to experiences, but both prompt the industry to invest in loyal customers and push boundaries in stores.
Cara Salpini • Sept. 4, 2018 -
How in-car tech will give new meaning to 'mobile commerce'
U.S. drivers are responsible for $212 billion of spending during their commutes, but carmakers have to overcome skepticism from consumers and advertisers about connected cars.
Robert Williams • Aug. 27, 2018 -
Goodbye, Marlboro Man: How marketers are breaking with traditional notions of masculinity
From Bonobos to Axe, brands both new and old are broadening the net of how they market to men to stay involved in a quickly evolving — and important — cultural conversation.
Peter Adams • Aug. 20, 2018 -
The price is right: Why food, drink brands spend big money for celebrity endorsers
While stars have long pitched consumers to buy a product, shoppers now expect them to bring authenticity and believability along with their famous names.
Pamela DeLoatch • Aug. 16, 2018 -
Taylor McKnight/Marketing Dive
Privacy is dead, long live privacy
After GDPR, experts and companies are trying to understand how data should be treated, while injecting more privacy along the way. One solution is to treat data as currency.
Naomi Eide • Aug. 9, 2018 -
How Poshmark made $1B off the 'social mall'
The mobile marketplace is performing well in apparel, but could the temptation to expand make it just another Etsy?
Cara Salpini • Aug. 6, 2018 -
How Big Food drives impulse buys online
Whether it's via Instagram, a manufacturer's direct-to-consumer site or a click-and-collect grocery platform, legacy snack and candy brands are fighting to spark last-minute purchases.
Emma Liem Beckett • July 30, 2018 -
What media agency woes say about marketers' shifting priorities
Analysts speculate 2018 could mirror the notorious "Mediapalooza" that rattled the ad world several years ago and put an estimated $26 billion in spending up for grabs. But there could be key differences this time.
Peter Adams • July 30, 2018 -
Courtesy of Casper
Has Casper put traditional mattress sellers to sleep?
The 2010s ushered in an influx of bed-in-a-box mattress players that changed the way we think about the sector. But how much really changed, and where are the mattress startups headed?
Cara Salpini • July 24, 2018 -
How Coke amplifies in-stadium experiences via digital tech
The beverage giant is better engaging sports fans by working with partner MVP Interactive on activations that leverage AR/VR, facial recognition and more.
Peter Adams • July 18, 2018 -
Why virtual reality won't revolutionize retail, but scan-and-go will
From robots to digital pickup towers, technology is deeply intertwined with retail. But which innovations are taking off and which are spewing smoke?
Cara Salpini • July 3, 2018 -
11 marketing campaigns that made a splash in Q2 2018
From flying pizzas cross-country to producing 30,000 videos in a day, there was no shortage of campaign wins — and fails — this spring.
Natalie Black (Koltun) and Sean Gibbons • July 2, 2018 -
In Cannes, data's uneasy merger with creativity was on display
At the world's largest celebration of advertising creativity, data's growing role had a mixed reception.
Chantal Tode • June 25, 2018 -
Cody Boteler/Marketing Dive
Will location-based marketing change in the era of GDPR?
Despite some disruption and confusion thanks, in part, to GDPR's arrival, the benefits could outweigh the negatives for marketers.
Dianna Christe • May 22, 2018 -
Where do marketers draw the line on data targeting as privacy concerns grow?
In a more closed environment for consumer information, brands may need to double down on first-party data.
Shane Schick • May 16, 2018 -
Why social commerce isn't #trending yet
The channel has plenty of potential with young consumers, but disposable income in that demographic is low and retailers have yet to tackle issues of convenience and logistics.
Cara Salpini • April 24, 2018 -
Time is ripe for Congress to act on data protection legislation, say privacy advocates
The onus now likely falls on federal legislators to spearhead consumer protection laws following Facebook's Cambridge Analytica mishap, experts said during a panel discussion in Washington, D.C.
Natalie Black (Koltun) • April 18, 2018 -
5 must-have considerations when working with influencers, according to P&G's legal counsel
Potential legal pitfalls can stem from a lack of control over content, disclosure, murky product ownership and balancing marketers' needs against influencer independence.
Natalie Black (Koltun) • April 16, 2018 -
8 mobile marketing winners and losers from Q1
Nike was a three-time victor on mobile in the first few months of the year while McDonald's and Mercedes-Benz struggled to get on the scoreboard.
Shane Schick • April 11, 2018 -
Why marketers should take a second look at gender representation
Breaking with traditional roles isn't just about carrying the progressive torch, but a reality for many consumers and easier to do than ever for marketers thanks to technology.
Peter Adams • April 11, 2018 -
Breaking down the marketing winners and losers from Q1 2018
From Cambridge Analytica to Crystal Ball Frappuccinos, scandals and successes from the first leg of the year carry important lessons for marketers.
Kayla Matthews • April 9, 2018 -
After Amazon Go's launch, retailers renew focus on how mobile shapes in-store shopping
Walmart and Nike are ramping up their mobile strategies, but will the Go model become the new gold standard for retail?
Natalie Black (Koltun) • April 3, 2018 -
How Mars Wrigley turns social sentiment into real-time opportunities for Goodnessknows
The company, known for candies like Snickers, targeted ads and coupons based on comments by health-conscious Twitter users to drive a 147% engagement rate.
Dianna Christe • March 28, 2018 -
Why Lowe's is doubling down on AR for mobile
The company partnered with Google Tuesday to launch an augmented reality-enabled feature showcasing the spring collection on its mobile app.
Corinne Ruff • March 20, 2018
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