Opinion
The latest opinion pieces by industry thought leaders
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How marketers can score Gen Z loyalty during festival season
Music fests like Coachella provide an opportunity for brands to reach Gen Z both on and off the festival grounds, says Movers+Shakers’ AJ Pulvirenti.
AJ Pulvirenti • April 12, 2024 -
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How marketers can win the love of consumers on Valentine’s Day
Successful marketers will prioritize deeper connections, according to Rosie Gentile, executive vice president, practice lead North America, FCB/SIX.
Rosie Gentile • Feb. 13, 2024 -
Jacob Wackerhausen/Getty via Getty Images
How media partners can communicate brand momentum in 2024
Media companies must consider advertisers as both professionals and consumers, according to Advertiser Perceptions’ Erin Firneno.
Erin Firneno • Jan. 31, 2024 -
miniseries via Getty Images
Mastering cookie deprecation: 3 essential insights for marketers
It’s important to prioritize zero- and first-party data and remain focused on the consumer, according to Tim Braz, chief revenue officer at PCH Media.
Tim Braz • Jan. 4, 2024 -
Tinnakorn Jorruang via Getty Images
Why brands aren’t fully invested in retail media networks
To be truly successful, retail media networks must invest in products that help brands help themselves, according to Guideline’s Darrick Li.
Darrick Li • Dec. 12, 2023 -
pixelfit via Getty Images
Here’s what separates a good marketer from a bad one
At the core is the desire to gain a holistic understanding, according to Meta Reality Labs' Dave Kaufman.
Dave Kaufman • Dec. 7, 2023 -
Chainarong Prasertthai via Getty Images
3 steps to set your mobile app up for success
Investing in strategy, design and optimization has helped brands like Nike and Chipotle to create effective apps, according to Merkle strategists Celia Hoag and Kelly Watson.
Celia Hoag & Kelly Watson • Nov. 21, 2023 -
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How generative AI can bolster organic search strategies for insurance companies
Insurers can embrace AI to adapt to consumer preferences and offer reliable information, according to New York Life’s Zerlina Jackson and Evan Finkelstein.
Zerlina Jackson, Evan Finkelstein • Nov. 14, 2023 -
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What brands must understand about the weight of social media
In an era marked by culture wars, the impact of a single post on a brand’s reputation cannot be underestimated, says Media.Monks’ Amy Luca.
Amy Luca • Nov. 7, 2023 -
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How corporate communicators can stay ahead in the age of AI
AI has the power to paint the picture and tell the story, tasking communicators to level up their strategy, according to Robert Gibbs and Jeff Nussbaum.
Robert Gibbs, Jeff Nussbaum • Oct. 31, 2023 -
Marco_Piunti via Getty Images
The future of shoppable TV ads? It isn’t QR codes
Roku's Senior Director of Ad Innovation Peter Hamilton details four ways to make a powerful shoppable TV ad.
Peter Hamilton • Oct. 11, 2023 -
Tirachard via Getty Images
What brands should know about the FTC’s updated Endorsement Guides
The latest changes could impact marketers that team with social media influencers, according to Lauren Carey, an associate at Lewis Rice.
Lauren Carey • Aug. 16, 2023 -
Drew Angerer / Staff via Getty Images
What Google and YouTube’s alleged ad scandal says about the industry
If Google gamed the ad marketplace and burned advertisers so blatantly, it did so because it could, says VAB CEO Sean Cunningham.
Sean Cunningham • July 25, 2023 -
BlackSalmon via Getty Images
Why CMOs should adopt the mindset of a futurist
Predicting the future can be a fool’s errand, but CMOs that make decisions under uncertainty will differentiate themselves, says Gartner’s Lizzy Foo Kune.
Lizzy Foo Kune • July 11, 2023 -
Laurence Dutton via Getty Images
How AI’s legal risks are challenging marketers
As the tech’s buzz grows, concerns around privacy and ethics could prompt advertisers to take pause, says Kelley Drye partner John Villafranco.
John Villafranco • June 20, 2023 -
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Why a shifting marketing landscape requires a people-first mindset
Amid economic turbulence and the rise of AI, building a resilient team is paramount, writes Media.Monks co-founder Brady Brim-Deforest.
Brady Brim-Deforest • May 11, 2023 -
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A strong small business digital ad market must remain free of overregulation
While increased government scrutiny of advertising practices is often geared at big business, smaller counterparts could bear the brunt of the impact.
Beth Egan • May 3, 2023 -
jacoblund via Getty Images
How brands can turn corporate social action into real action
Marketers face heavy pressure for their brands to be engaged in social justice issues but must be cautious in how they approach their strategy.
Augie Ray and Chris Ross • Nov. 10, 2022 -
Presley Ann/Getty Images for ABA via Getty Images
What Kim Kardashian’s $1.26M fine says about influencer marketing
Enlisting an influencer can often be a high-risk operation, but there are a few steps marketers can take to avoid the chaos.
Jim Singer, Brooks Levering, Piyush Gupta, Luis de Lencquesaing • Oct. 28, 2022 -
gorodenkoff via Getty Images
The realities of a unified CTV measurement tool may shock advertisers
As advertisers increasingly pursue a unified, cross-platform measurement tool, questions remain around whether or not the concept is truly achievable.
Michele Madaris • Sept. 28, 2022 -
Stock Photo via Getty Images
Brands are driving cultural change — here’s how agencies can too
If agencies want to keep up with cultural shifts, they need to immerse themselves in what’s happening around them.
Erin Moran • Sept. 19, 2022 -
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Why partnerships are the biggest investment brands should make this year
The spirit of collaboration shines through post pandemic, with 82% of B2B business leaders looking to add new partners this year, per a Channel/Partner Marketing Benchmark Survey.
Jon Stimmel • Sept. 13, 2022 -
Courtesy of Peloton
Here’s why marketers should consider leaving Covid-19 fads in the past
Temporary obsessions with feta pasta, whipped coffee and at-home workouts represent ways in which pandemic trends, and consumer buy-in, came and passed — fast.
Mark DiMassimo, Lesley Bielby • Aug. 25, 2022 -
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Pandemic friction between consumers and businesses is evident
CMOs hoping to transition their brands to post-pandemic normalcy must temper optimism and account for continuing unease among customers.
Kate Muhl • Aug. 22, 2022 -
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What the American Data and Privacy Protection Act means for marketers
The privacy landscape could see major change if the American Data and Privacy Protection Act becomes law. Here’s what marketers need to know.
Hugo Loriot • July 19, 2022
