Deep Dive: Page 7
Industry insights from our journalists
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Marketers' Facebook boycotts are just the 1st step toward change
Ambitious pledges from companies like Unilever have the opportunity to spur real changes at Facebook and elsewhere. Stopping paid advertising is only one part of the solution, analysts said.
Peter Adams • June 30, 2020 -
Some CPG brands face no easy way forward amid historic reckoning with race
Remaking Aunt Jemima or Uncle Ben, where the characters are baked into brand identity, will require heavy investments. A pandemic-related windfall could help.
Peter Adams • June 24, 2020 -
Mossholder, Tim. (2019). "The Image". Retrieved from Unsplash.
3 months in, how COVID-19 has permanently changed marketing
CMOs are already applying some hard lessons learned in the pandemic's early days to other crises, such as the current protest movement — but some of their confidence might be misplaced.
Peter Adams • June 15, 2020 -
Is Facebook using the pandemic to shore up its influence?
The social giant stirred controversy in acquiring the popular image-sharing platform Giphy last month, but marketers shouldn't be surprised by further consolidation in the broader tech landscape.
Peter Adams • June 3, 2020 -
Coronavirus brings thorny issue of worker treatment to the marketing fore
Consumers are putting more value on brands that treat their employees well during the pandemic, but the crisis has sharply amplified labor tensions.
Peter Adams • May 20, 2020 -
Why QSRs must move past competitive sparring in the COVID-19 era
After years of hijacking each other's campaigns and snarky social media posts, marketers in the category will need to find new tones and tactics as coronavirus upends their business model.
Chris Kelly • May 18, 2020 -
Where does TikTok go from here?
Amid soaring downloads, and brands and influencers flocking to capitalize on the growth, TikTok's evolution is being shaped by changing media habits during the pandemic.
Natalie Black (Koltun) • May 18, 2020 -
Why sustainability could be more crucial — and difficult — for brands in the COVID-19 era
Calls for public good are on the rise amid the pandemic, which has dispelled myths around cost and created higher expectations for ethical practices.
Peter Adams • May 12, 2020 -
Are CMOs failing brands or are brands failing CMOs?
A pandemic has made the role of the chief marketing officer even more complex, but the position has been under attack for years.
Cara Salpini • May 5, 2020 -
Marketing M&A stalls as pandemic disrupts deal-making
While a rebound in H2 is possible, deals have mostly come to a halt except for ad tech, location data and potential bargain buys.
Robert Williams • April 21, 2020 -
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 Black (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 -
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 -
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 Black (Koltun) • Jan. 6, 2020 -
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 Black (Koltun) • Jan. 6, 2020 -
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
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