Deep Dive: Page 7
Industry insights from our journalists
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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 -
AWNewYork/Shutterstock
As the CMO role evolves, do female marketers stand to benefit?
A broader focus on propelling diversity in leadership could serve as an equalizer to break up the industry's boys' club.
Natalie Koltun • Oct. 2, 2019 -
Flickr
Turning back time: How brands tap into nostalgia to build their future
From Hostess Brands' Twinkies to B&G Foods' Green Giant vegetables, CPG companies are getting sentimental in an effort to cut marketing expenses and urge customers to open their wallets.
Anastassia Gliadkovskaya • Oct. 2, 2019 -
Virtual ambassadors cloud already murky legal picture for influencer marketing
Whether or not CGI avatars have staying power, they're raising questions around the increasingly blurred lines between content and ads in digital media.
Natalie Koltun • Oct. 1, 2019 -
Marketing with memes: The ins and outs of sharing viral social content
Witty, relatable content is ripe for social sharing, but success takes more than simply repurposing what's buzzy online to snag brand attention.
Shane Schick • Sept. 23, 2019 -
Smucker
How Folgers has ushered in almost 170 years of happy mornings
"I don't care whether you're talking about TV advertising or digital advertising, ... they have stayed true to their target audience," says Gary Stibel, CEO of New England Consulting Group.
Megan Poinski • Sept. 23, 2019 -
How TikTok can help brands get on Christmas wish lists
Hashtag challenges are one way to boost awareness with the app's younger audience ahead of Black Friday and Cyber Monday.
Robert Williams • Sept. 16, 2019 -
Danielle Ternes for Retail Dive
'Behind closed doors': The friction between the Nike brand and its corporate culture
The brand has identified women as one of "four epic growth opportunities" while it faces public scrutiny over how it treats women.
Cara Salpini • Sept. 3, 2019 -
Can brands avoid backlash as sustainability scrutiny piles up?
Big businesses are some of the world's largest producers of waste, and they're under mounting pressure to craft strategies to address the issue. Experts advise that actions speak louder than words.
Peter Adams • Aug. 12, 2019 -
John Hazard
No ads, no problem: How marketers are collaborating with streaming platforms
Brands are rushing to capitalize on ad-free streaming hits that draw young audiences, but experts warn that hopping on the bandwagon may not be the best strategy.
Kira Barrett • July 15, 2019 -
9 buzzworthy campaigns that set brands apart in 2019's first half
From a shirtless Colonel Sanders to Ikea's take on the Kama Sutra, the most creative efforts blended standout messaging, digital savvy or a combination of the two to break through the noise.
Peter Adams, Chantal Tode, Natalie Koltun, Chris Kelly and Kira Barrett • July 8, 2019 -
What brands are getting wrong about AR
AR is expected reach a value of $83 billion by 2021 — so how are so many marketers still missing the mark?
Chris Kelly • July 8, 2019 -
The year of 'woke-washing': How tone-deaf activism risks eroding brands
Experts warn an uptick in socially and politically aware advertising can read more as chasing headlines than meeting real consumer demands, and it could degrade trust in the industry.
Peter Adams • July 8, 2019 -
From social commerce to TikTok: The 9 most successful mobile campaigns of 2019
Mobile marketers were full of surprises in the first half of the year with efforts that scanned, scorched and sliced their way to success.
Chantal Tode, Natalie Koltun, Chris Kelly and Kira Barrett • July 8, 2019 -
Getty
Mobile marketing 2019: Key stats at the half
Breaking down the first half of the year's campaigns by the numbers.
Natalie Koltun • July 8, 2019 -
Marketing 2019: Key stats at the half
Breaking down the first half of the year's campaigns by the numbers.
Natalie Koltun • July 8, 2019 -
Can new solutions and greater collaboration finally beat mobile ad fraud?
Mobile marketers, ad agencies and a budding fraud-detection industry are banding together to root out nefarious activity, often with the support of law enforcement.
Robert Williams • June 18, 2019 -
Got to be real: the dos and don'ts of musical branding campaigns
Major brands like Oreo and Lay's have tapped mainstream musicians to craft original songs, but not all the efforts are chart toppers.
Chris Kelly • June 5, 2019 -
Skintelli
Is DNA analysis the future of personalized marketing or a false positive?
Recent setbacks point to the need to proceed cautiously in an untested marketplace, but the potential marketing boost could outweigh the negatives for brands and consumers.
Laura Klepacki • May 21, 2019 -
FilmMagic for YouTube
Turf war: Can digital heavyweights fend off linear TV's online land grab?
Companies like YouTube and Hulu took up arms against TV at a recent event for advertisers while simultaneously adopting more tactics popularized by traditional broadcast media.
Peter Adams • May 10, 2019 -
How will in-game advertising change as Google, Facebook, Snap and Apple level up?
Several forces brought mobile-first companies into gaming in a bigger way this year, potentially creating new opportunities for marketers.
Robert Williams • May 8, 2019 -
Can AI earn a starring role in marketers' video strategies?
Hoping to meet the growing demand for personalized digital content, marketers are exploring how to use AI tools to enhance their video content decisions as well as save time and money.
Tatiana Walk-Morris • April 29, 2019 -
What Keith Weed's departure means for Unilever — and CMOs generally
Reports that the company could retire the chief marketer mantle with the loss of one of its most high-profile champions would be neither entirely surprising nor the alarm bell some industry watchers might think it is, according to analysts.
Peter Adams • April 23, 2019 -
PHMG
Sonic boom: Why more brands are composing musical branding strategies
Once the exclusive domain of major corporations, sonic brand identities today are seeing growing interest as digital media's reach continues to expand.
Laura Klepacki • April 15, 2019
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