Opinion: Page 4
The latest opinion pieces by industry thought leaders
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Nestle
Why 'shared value' will always beat out shareholder value
In a new phase of capitalism, companies will adjust their marketing techniques to provide both economic and societal value, writes Steven van Belleghem.
Steven van Belleghem • Dec. 14, 2020 -
Courtesy of Bed Bath & Beyond
Caution, connection and comfort: A 2020 holiday trifecta
As brands engage with consumers this year, it's imperative they find useful ways to foster connection, alleviate stress and enhance experiences, writes Connelly Partners' Hillary Williams.
Hillary Williams • Dec. 8, 2020 -
"Woman in Yellow Tshirt and Beige jacket Holding a Fruit Stand" by Anna Shvets is licensed under CC BY 1.0
The rise of retail media networks calls for standardization
For retailers that aren't Amazon and Walmart, it may be wise to align on measurement and attribution standards that unify silos, writes Inmar Intelligence's Aaron Kechley.
Aaron Kechley • Dec. 1, 2020 -
3 mistakes CMOs are making with COVID-era budgets
Becoming good at strategic cost optimization isn't just about making hard decisions and cutting costs. It ensures marketing is sustainable in the face of upheaval, writes Ewan McIntyre of Gartner for Marketers.
Ewan McIntyre • Nov. 24, 2020 -
How sonic branding could ease voice commerce security concerns
Applying audio strategically can augment how consumers engage with retail, providing more immersive experiences that foster trust, writes Eric Seay of Audio UX.
Eric Seay • Nov. 17, 2020 -
What advertisers and publishers need to know to survive the shifting digital landscape
Planning now can help the ad industry grapple with privacy regulations, pending elimination of third-party cookies and a massive shift to remote work, writes Dun & Bradstreet's Gino Palozzi.
Gino Palozzi • Nov. 10, 2020 -
OTT and mobile marketing: How can we measure results?
Collaboration is necessary for effective OTT measurement and laying the groundwork for leveraging consumer interest in on-demand mobile content, writes Adjust's Gijsbert Pols.
Gijsbert Pols • Oct. 19, 2020 -
Why retailers should study the social commerce playbook
Retailers can benefit from taking social commerce principles and applying them to their own channels, writes Criteo's Geoffroy Martin.
Geoffroy Martin • Oct. 5, 2020 -
TikTok bears a unique opportunity for marketers — if you understand its Gen Z base
The app's top users are creative, connected and resourceful, and can provide brilliant ideas and feedback on your next big marketing campaign, writes Rival Technologies' Andrew Reid.
Andrew Reid • Oct. 1, 2020 -
Realities of a cookieless and IDFA-free future
Walled gardens may have a tight grip on the market due to the first-party data they've accumulated, but challenges they face may reshape the next era of digital marketing, writes MobileFuse CEO Ken Harlan.
Ken Harlan • Sept. 17, 2020 -
Assessing new channels for your mobile ad spend
As usage of mobile apps and devices continues to rise, there's an opportunity to future-proof plans across a diverse range of experiences, writes Nativex's Jonathan Chan.
Jonathan Chan • Sept. 1, 2020 -
Social is not a shortcut
Brands wishing to benefit from social media marketing must understand what it is, the people behind the accounts and how to evolve strategies, Firewood's Vanessa Zucker and Mamou Kilambi write.
Vanessa Zucker and Mamou Kilambi • Aug. 25, 2020 -
The untapped potential for OTT and mobile
App developers and advertisers can't afford to ignore video streaming, with revenue in the space set to reach $30.4 billion by 2024 and big players like Disney and Amazon betting big, writes Adjust's Bill Kiriakis.
Bill Kiriakis • Aug. 7, 2020 -
Current events fuel higher consumer expectations, concerns for marketers
Three paradigm-shifting events have fanned consumers' wants and needs in 2020, driving higher expectations for 98% of brands, writes Brand Keys' Robert Passikoff.
Robert Passikoff • July 30, 2020 -
Getty Images
The fight against COVID-19 spam and smishing attacks
Exploiting text messages' high open rate, hackers are using the channel for cybercrime at higher levels during the pandemic, writes OpenMarket's Seujan Bertram.
Seujan Bertram • July 22, 2020 -
Offensive brands are exiting stage left. What took so long?
The more valuable the brand equity, the greater the temptation to preserve longstanding labels such as Aunt Jemima, Uncle Ben's and Eskimo Pie, decade after decade, writes CBX's Gregg S. Lipman.
Gregg S. Lipman • July 21, 2020 -
Havas for Puma
Why digital OOH advertising is especially effective right now
Brands have an opportune moment to reach consumers as they reemerge from lockdowns, writes Xaxis' Roey Franco.
Roey Franco • July 2, 2020 -
What's your purpose? How brands must adapt in the face of COVID-19
If brands fail to take a clear and purposeful stand, they could face harsh consumer scrutiny that places lingering effects on business, write Mark Curtis and Bill Theofilou of Accenture.
Mark Curtis and Bill Theofilou • June 24, 2020 -
Quibi
Quibi's quick demise: A look inside the mobile-only streamer's fumbled launch
Big name executives. Big stars. Big advertising commitments. Big hype. Brightcove principal analyst Jim O'Neill asks, "What happened?"
Jim O'Neill • June 23, 2020 -
How brands can use hyperlocal marketing to bounce back and drive revenue
Marketers must balance a "monitor and adapt" strategy with consumers' desire for normalcy as they return to business, Chatmeter CEO Collin Holmes writes.
Collin Holmes • June 17, 2020 -
Courtesy of Kabbage Media
Listening to change: Customer experience execs share insights on navigating COVID-19
Many brands are shifting focus from sales to brand-building during the pandemic and harnessing data that serves as the voice of customers, writes ActionIQ's Tasso Argyos.
Tasso Argyos • June 3, 2020 -
"White House Press Briefing". Retrieved from The White House.
What marketers can learn from media coverage of COVID-19
By convincing an entire nation to take desired actions, the media's actions provide a roadmap for marketers that shows how to lead prospects to the purchase of products and services, writes Interrupt Media's Ben Lack.
Ben Lack • May 29, 2020 -
How to safeguard and grow OTT, CTV ad revenues during the pandemic
Coronavirus has catapulted connected TV into the spotlight, which comes with a unique set of opportunities and challenges, per TheViewPoint's Daniel Elad.
Daniel Elad • May 20, 2020 -
Marketers must adapt to change, the only certainty for global business this decade
Entrepreneurs and strategists talk ad nauseam of disruption. But what if the velocity of change is so fierce that it calls the very definition of disruption into question? ICF Next's Bob Feldman weighs in.
Bob Feldman • May 14, 2020 -
"Starbucks is closing temporarily because of COVID-19 Concerns" by GoToVan is licensed under CC BY-SA 2.0
What does the marketing funnel look like post-pandemic?
Brands can lay the foundation by pivoting their strategies now and addressing existing communities, writes MobileFuse Founder and CEO Ken Harlan.
Ken Harlan • May 6, 2020
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