Deep Dive: Page 6
Industry insights from our journalists
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Why CPG marketers can't afford to go dark despite coronavirus risks
Sales for the category remain strong, but marketers must rethink their strategies now to sustain momentum through a recession and adjust to altered shopper habits.
Peter Adams • April 14, 2020 -
John Hazard/Marketing Dive
Brands recalibrate to community-building during quarantine
Social distancing mandates upended in-person activations, leading brands like Chipotle to get creative with cultivating connections online. But can they sustain momentum once the pandemic subsides?
Natalie Koltun • April 6, 2020 -
How will coronavirus pressures shape the agency in-housing debate?
The in-house model's focus on cost and efficiency may be appealing in a tough economy, but existing problems with the approach may be amplified.
Peter Adams • March 30, 2020 -
What coronavirus means for sports marketing
The Olympics have been postponed. Major leagues are suspending their seasons. How can brands pivot and still reach fans?
Shane Schick • March 26, 2020 -
Why brands are doubling down on hip-hop talent
Marketers are more deeply integrating rappers into campaigns to target wider audiences, providing a way forward after the current pandemic subsides.
Chris Kelly • March 23, 2020 -
CDC/Hannah A Bullock; Azaibi Tamin. (2019). "covid-19 coronavirus microscopic image with blue colored viral particles". Retrieved from https://www.cdc.gov/media/subtopic/images.htm.
How brands are taking extra precaution to avoid coronavirus insensitivities
Campaigns are getting dropped for fear of associating with the virus, but an overreaction also has its downsides.
Peter Adams • March 16, 2020 -
Courtesy of Sephora
Will loyalty programs gain renewed value in a cookie-less era?
Brands from Sephora to Red Lobster are revisiting their rewards strategies amid tighter ad-targeting restrictions and greater demands for data privacy.
Shane Schick • March 4, 2020 -
Why marketers must evolve their outlook on gender — or lose out
From consumer campaigns to product design, the adoption of less narrow, binary definitions of gender could be critical to growth and winning over audiences like Gen Z.
Peter Adams • Feb. 24, 2020 -
Snap
The 7 best Super Bowl social plays
TikTok made a splash around the game, but other platforms remained key tools for marketers looking to ensure their campaigns live on after the final whistle.
Chris Kelly • Feb. 7, 2020 -
Despite Super Bowl LIV's marketing deja vu, several ads break out
Multibrand spots, ads supporting women, "Groundhog Day" and yes, the resurrection of Mr. Peanut, caused some of the biggest stir this year.
Peter Adams • Feb. 3, 2020 -
Snickers
Esports outlook 2020: What brands need to become winning players
Non-endemic brands are becoming more active, influencers are getting proper management and tech is letting new platforms emerge.
Shane Schick • Jan. 7, 2020 -
5 trends that will move mobile marketing in 2020
2019's top disruptors and technologies will continue to shape the landscape, while influencer marketing faces new challenges.
Chris Kelly and Natalie Koltun • Jan. 6, 2020 -
Adobe Stock
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.
Peter Adams, Chris Kelly and Natalie Koltun • Jan. 6, 2020 -
Mattel
Experiential hospitality: Guests check in but will brands overstay their welcome?
From the Taco Bell hotel to an Airbnb listing for the Oscar Mayer Weinermobile, booking an overnight stay with favorite brands was a breakout trend in 2019.
Shane Schick • Dec. 17, 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.
Daphne Howland • Dec. 1, 2019 -
How mobile ads are powering a social commerce surge this holiday season
"The gap between promotion and purchase is closing and making the experience more seamless," Elastic Path's Darin Archer said about how platforms like TikTok and Instagram are blending ads and shopping.
Robert Williams • Nov. 25, 2019 -
Ad-free engagement: Is organic virality a quest or a happy accident?
Many brands want to replicate the recent buzz around Popeyes and White Claws, but the formula for organic reach remains elusive.
Shane Schick • Nov. 20, 2019 -
Christopher Doering
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.
Christopher Doering • Nov. 20, 2019 -
Doritos
The ins and outs of simpler brand identities
Dunkin', Mastercard and Doritos have streamlined their logos, but delivering a short and simple brand identity isn't without risks.
Dianna Christe • Nov. 13, 2019 -
5 marketing misfires from 2019 that show brand vulnerability is growing
Higher consumer expectations and a news cycle mentality mean brands must reconsider how they think about the term "backlash" in the months ahead.
Peter Adams • Nov. 12, 2019 -
How to navigate social video's growth spurt
YouTube, Facebook, Snapchat and newcomer TikTok offer a breadth of video opportunities, but each has distinct user habits and requires unique strategies for capturing attention.
Robert Williams • Oct. 30, 2019 -
Solving OOH's attribution problem takes on new urgency amid a renaissance
OOH spending is again on the rise, hitting pre-recession levels, but figuring out measurement is now table stakes versus a nice-to-have feature.
Dianna Christe • Oct. 28, 2019 -
9 recent CMO departures that point to the radical transformation of marketing
Dunkin's Tony Weisman announcing plans to exit capped off a remarkable few months that also saw leadership changes at McDonald's, Taco Bell and Johnson & Johnson.
Peter Adams • Oct. 23, 2019 -
Skittles
How retro candy brands are hitting the nostalgia sweet spot
Just in time for Halloween, Russell Stover and others are rethinking their marketing and positioning. Will consumers bite?
Shane Schick • Oct. 22, 2019 -
Do people 'f---ing hate' ads? Marketers look to embed brands in culture as aversion grows
Pointed comments kicked off Advertising Week and lingered over a conference that touted promising new sponsorship models on channels like esports and TikTok.
Peter Adams • Oct. 2, 2019
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