Deep Dive: Page 12
Industry insights from our journalists
-
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 -
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 -
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 -
Controversy of the Year: Brand Safety
Some digital marketing practitioners — both legitimate and underground — have played fast and loose with brands' reputations for years. In 2017, the day of reckoning arrived.
Chantal Tode • Dec. 4, 2017 -
Mobile Campaign of the Year: Starbucks Unicorn Frappuccino
Unicorns might not be real, but for five days last April, a wave of people tasted their magic at Starbucks after seeing the photogenic concoction on social media.
Natalie Black (Koltun) • Dec. 4, 2017 -
Campaign of the Year: Burger King's 'Google Home of the Whopper'
With an estimated $135 million in earned media and a top creative award at Cannes Lions, the fast food chain's device-hijacking stunt asked: What happens when an ad disrupts technology?
Peter Adams • Dec. 4, 2017 -
Fail of the Year: Pepsi's 'Jump In'
The Kendall Jenner-starring ad, intended to promote unity, achieved almost the exact opposite of its goal, plunging the brand to its lowest consumer perception levels in a decade.
Peter Adams • Dec. 4, 2017 -
Mobile Marketer of the Year: Taco Bell
Mobile is integral to the chain's positioning as a value-oriented lifestyle brand for millennials, an approach that is paying off with higher sales.
Chantal Tode • Dec. 4, 2017 -
Mobile Executive of the Year: Kevin Systrom, Instagram
In just a handful of years, the young entrepreneur launched an app that's now one of the most popular social platforms in the world.
Natalie Black (Koltun) • Dec. 4, 2017 -
Mobile Disruptor of the Year: Augmented Reality
Projected to hit $83 billion in the next five years, the tech has quickly ballooned in popularity and become an increasingly major part of brands' mobile strategies.
Natalie Black (Koltun) • Dec. 4, 2017 -
Marketer of the Year: KFC
From a $20,000 meteorite shaped like a chicken sandwich to a bonafide romance novella, the brand's marketing stunts this year have consistently grabbed consumer attention with a knowing wink and distinct flavor of deep-fried weirdness.
Peter Adams • Dec. 4, 2017 -
These retailers are #crushingit on social this holiday season
It's prime time for retailers to get involved in the social scene. Here's who's doing it best — and how.
Cara Salpini • Dec. 1, 2017 -
30 minutes with Sephora's head of marketing
Deborah Yeh, SVP of marketing and brand at Sephora, provides a glimpse into three of the retailer's most dynamic marketing moves.
Cara Salpini • Nov. 29, 2017 -
What you need to know about influencer marketing
Influencer marketing has been picking up steam all year, with brands increasingly making it a core marketing tactic. Yes, there are still hurdles to overcome.
Chantal Tode • Nov. 27, 2017
Previous
To find more content, use the "Topics" in the menu above.
