Deep Dive: Page 12
Industry insights from our journalists
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Why generational marketing could send retailers back to the drawing board
While there's generally some truth in stereotypes, retailers that rely on generational marketing alone could be missing out on both the channels and customers they should be targeting.
Cara Salpini • Feb. 14, 2018 -
What Unilever's CMO really said about Google and Facebook
No, the CPG giant isn't ditching the duopoly; quite the opposite, as the marketer urged his peers to double down on tech partnerships at the IAB's Annual Leadership Meeting this week.
Peter Adams • Feb. 13, 2018 -
Will the Olympic torch burn brightly for retailers?
The Winter Games offer exciting opportunities for some deep-pocketed brands, but most retail marketers will be left out in the cold.
Cara Salpini • Feb. 8, 2018 -
Lay's looks to put a smile on the faces of millennial snackers
Marketing Dive got a sneak peek at an activation in New York City that's part of Frito-Lay's new "Smile with Lay's" national campaign.
Peter Adams • Feb. 8, 2018 -
The final score: Meet the advertising winners and losers from Super Bowl LII
Advertising's big night included some surprises, celebrity hijinks and, yes, another big ad blackout.
Peter Adams, Chantal Tode and Natalie Black (Koltun) • Feb. 5, 2018 -
Elizabeth Regan/Marketing Dive
By the numbers: A look at Super Bowl LII marketing data
It is looking like this year's game could have the second highest ad revenue in history after 2017.
Peter Adams, Chantal Tode and Natalie Black (Koltun) • Feb. 5, 2018 -
Looking for #MeToo in Super Bowl ads? Prepare to be disappointed
Brands tackled hot-button issues like immigration at last year's big game, but viewers shouldn't expect any strong messages in regards to women's empowerment on Feb. 4.
Natalie Black (Koltun) • Jan. 31, 2018 -
Clorox CMO: Voice and e-commerce will grow faster than marketers expect
In a Q&A with Marketing Dive, Eric Reynolds dishes on why he's bullish on a number of digital technology areas other CPGs have either stepped back from or might be considerably underestimating.
Peter Adams • Jan. 29, 2018 -
AR: Lessons learned so far and where the tech could be headed
While the immersive tech hints at significant marketing opportunities, brands will likely still battle plenty of friction and challenges in the year ahead.
Natalie Black (Koltun) • Jan. 24, 2018 -
Why Wix opted out of Super Bowl advertising despite a bigger marketing budget
Following three years of successful big game spots, the brand's CMO is now betting on digital to build exposure.
Dianna Christe • Jan. 22, 2018 -
CES 2018 in review: The biggest takeaways for marketers
Missed the annual gadget fest? No problem. Marketing Dive's got the lowdown on what happened in Vegas.
Shane Schick • Jan. 17, 2018 -
Will Amazon give beauty a makeover?
Speculation abounds that the e-commerce giant could be brushing up against the beauty sector next. But how much does the strong category really have to fear?
Cara Salpini • Jan. 11, 2018 -
6 trends that will define mobile marketing in 2018
The future of mobile marketing will come into clearer focus during a year that's likely to see budgets grow, major acquisitions and newer sub-channels reaching critical mass.
Chantal Tode • Jan. 9, 2018 -
Why brands will go to extremes — lengthwise — with digital video in 2018
Marketers will continue to experiment and push boundaries as they look to address growing online consumption.
Kayla Matthews • Jan. 8, 2018 -
NYC is marketers' playground as out-of-home experiences swing high
From a sparkling water event that stoked the senses to a pop-up forest in Times Square, brands cavorted around the Big Apple throughout 2017.
Natalie Black (Koltun) • Jan. 4, 2018 -
How marketers can sharpen their chatbot strategies in 2018
Pushing past early experiments, brands like Mall of America are doubling down with AI-driven assistants to boost satisfaction and sales.
Shane Schick • Jan. 2, 2018 -
9 trends that will define marketing in 2018
2017 was the year the industry got its much-needed wake-up call. The question now isn't whether marketers can fix a broken system but how they'll make it better.
Peter Adams • Jan. 2, 2018 -
How Amazon's data trove gives Prime Video an edge in marketing shows
In an interview with Marketing Dive, Amazon Studios' head of marketing discusses how the platform breaks through in a crowded marketplace.
Dianna Christe • Dec. 22, 2017 -
Can marketers unify to turn the tide against ad fraud in 2018?
It's not all about altruism: the bottom-line business benefits of combating bad actors online are attracting more brands, vendors and agencies to new solutions.
Peter Adams • Dec. 19, 2017 -
Getty / Edited by Industry Dive
How the GOP tax overhaul could affect marketing
Congress is expected to pass a tax reform bill this week. Here's a cheat sheet for what it means for your industry, and more.
David Kirkpatrick, Chantal Tode and Robert Williams • Dec. 18, 2017 -
Can progressive web apps solve the app vs. browser dilemma?
The line-blurring solution offers several advantages for shoppers and marketers, but challenges exist that could be a deal breaker for some.
Robert Williams • Dec. 12, 2017 -
Executive of the Year: Marc Pritchard, P&G
Nearly 11 months after making a high-profile speech demanding a better digital media ecosystem, the executive's words and actions continue to reverberate through the industry.
Chantal Tode • Dec. 4, 2017 -
Kendall Davis/Marketing Dive
The Marketing Dive Awards for 2017
The awards recognize the industry's top disruptors and innovators. These executives, companies, trends and breakthroughs are transforming the industry and shaping the future.
Peter Adams and Chantal Tode • Dec. 4, 2017 -
Disruptor of the Year: Amazon
Industry thought leaders have long positioned the company as a potential third major digital advertising force. A number of surprising moves this year and an expected $1.65 billion in ad revenue show it's getting there fast.
Peter Adams • Dec. 4, 2017 -
The Mobile Marketer Awards for 2017
The awards recognize the industry's top disruptors and innovators. These executives, companies, trends and breakthroughs are transforming the industry and shaping the future.
Chantal Tode and Natalie Black (Koltun) • Dec. 4, 2017
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