Opinion: Page 5
The latest opinion pieces by industry thought leaders
If you are interested in having your voice heard on Marketing Dive's Opinion page, please read our editorial guidelines and fill out the submission form here.
-
unsplash/freestocks
What Twitter's #SafeHandsChallenge is teaching marketers
UGC campaigns can be hard to crack, but when done well can offer major value in driving advocacy across categories, writes 360i's Marie Goldstein.
Marie Goldstein • April 29, 2020 -
How to withstand ad fraud in the CTV environment
With the rise of OTT and CTV advertising, it's crucial to build reliable partnerships, raise awareness of fraud and take steps to prevent it, writes Fiksu COO Anna Kuzmenko.
Anna Kuzmenko • April 28, 2020 -
It's time for digital assistants to reach their true potential
During a global health crisis, Alexa, Siri, Google Assistant and the rest have missed their moment to matter more, writes Curt Munk of WPP's Geometry.
Curt Munk • April 23, 2020 -
Fancycrave via Unsplash
Measure twice, cut what?
Downturns don't always doom your bottom line. Building strong measurement strategies through data can help you base decisions on adjusting spend while helping your company adapt and thrive, writes Analytic Partners' Nancy Smith.
Nancy Smith • April 16, 2020 -
Mitigating the damage of mega-event cancellations due to coronavirus
Despite lost time and nonrecoverable costs, marketers can alleviate major damage of cancellations through ample contingency planning and swift responses, writes Gartner's Jessica Ekholm.
Jessica Ekholm • March 31, 2020 -
Staying human amid the pandemic
Corona is learning how consumer behavior is painfully fickle, especially when fear invades, writes agency CTP's Grant Pace. Its CEO's ability to put a more human face on his brand may help it come out healthier than ever.
Grant Pace • March 24, 2020 -
Your brand's real offering to Gen Z is community
Brands that prioritize community-building will win over the young demographic that wants to connect through shared values, writes DoSomething Strategic's Mary Noel.
Mary Noel • March 18, 2020 -
Are shoppable ads hurting brands in the long term?
Despite the need to experiment with new tech, retail marketers must ensure they're not blindly investing in channels that could damage revenue or branding, writes Quantum Metric's Tamara Gaffney.
Tamara Gaffney • March 11, 2020 -
The age of data privacy: personalization's existential crisis?
While GDPR has seen only a few violations make the news, we may see more and stricter enforcement of data privacy infringements in the U.S. with CCPA at the table, writes Qubit's Graham Cooke.
Graham Cooke • March 10, 2020 -
Yujin Kim, Industry Dive
Blockchain may be the answer to marketers' trust gap
The technology can slash fraud, provide reliable metrics for digital advertising and help marketers safeguard consumer privacy, writes PwC's U.S. CMO Matthew Lieberman.
Matthew Lieberman • March 3, 2020 -
Dodging the pitfalls of meme-inspired branding
With an intuitive and aesthetic understanding of online subcultures, marketers can create anchors for their brand that leave room for growth, writes CBX's Jaime Klein Daley.
Jaime Klein Daley • Feb. 25, 2020 -
The world spins faster. Does your brand?
In today's hyperkinetic media environment, fearlessness and the willingness to be uncomfortable may be the key to staying relevant, writes CBX's Satoru Wakeshima.
Satoru Wakeshima • Feb. 11, 2020 -
Olay
Corporate social responsibility emerges as content king in 2020 Super Bowl ads
Considering relevance, brand persona and impact are key to marketing around CSR, says Lindsay Singleton, a Civic Responsibility Project board member.
Lindsay Singleton • Feb. 6, 2020 -
Why so many Super Bowl commercials aimed for the heart
The visceral nature of several big game ads comes as consumers demand authenticity and relatability, says UserTesting CMO Michelle Huff.
Michelle Huff • Feb. 5, 2020 -
One size does not fit all for brands in music
As brands begin to enter the music vertical, it's important to recognize that tactics must be strategically aligned with objectives, says Momentum Worldwide's Glenn Minerley.
Glenn Minerley • Jan. 28, 2020 -
Permission granted by Quibi
A trio of takeaways from CES 2020 for mobile marketers
From showcasing 5G to short-form video, the show once again proved to be center stage for the world's innovations that will define the next pinnacle in smarter living through technology, writes Airship's Mike Herrick.
Mike Herrick • Jan. 17, 2020 -
Retail resolution: Watch everything Toys R Us does in 2020
The team resurrecting the legacy retailer has taken a highly unusual approach and lessons abound for marketers, writes CM Group's Jason Grunberg.
Jason Grunberg • Jan. 17, 2020 -
CCPA and the continued 'privacy paradox'
Without consumer trust, the promise of personalization and digital marketing crumbles, writes Localytics CEO Jude McClogan.
Jude McClogan • Jan. 13, 2020 -
AR and VR will drive omnichannel 2.0
As access and adoption rise, immersive tech has the potential to bridge the gap between store and home, writes Nielsen Global Connect's John Tavolieri.
John Tavolieri • Jan. 8, 2020 -
Why USA Today's Ad Meter will get the Super Bowl wrong — again
The system is an outlier in a comparison of different Super Bowl advertiser performance metrics that also highlights the need to assess offline buzz.
Ed Keller • Jan. 8, 2020 -
No, the future of streaming is not bundled
A flurry of platform launches coupled with murmurs of ad-supported content have some experts speculating that the future looks a lot like the cable bundling past, writes Branded Entertainment Network's Ricky Ray Butler.
Ricky Ray Butler • Nov. 4, 2019 -
Brands should avoid death by a thousand data points
Over-collecting or overusing customer data can risk trust, urging marketers to respect the data exchange and commit to ethical practices, writes Airship's Mike Herrick.
Mike Herrick • Oct. 31, 2019 -
Why podcasting is a key 21st century media experience
It's intimate, it's engaging and it scales. Here are six key insights from the Podcast Upfront 2019, according to the IAB's Zoe Soon.
Zoe Soon • Oct. 24, 2019 -
Update your strategy to woo today's new class of affluent millennials
Despite their youth and sizable paychecks, the cohort is a more challenging target than its Gen X and boomer counterparts, forcing marketers to use nuanced and counterintuitive approaches, writes Gartner's Tim Barlow.
Tim Barlow • Oct. 17, 2019 -
It's time for advertisers to reconsider the legacy agency relationship
Returning to the long-term partnerships of a bygone era could bring quantifiable value and trust back to brands, writes Agency Mania Solutions' Bruno Gralpois.
Bruno Gralpois • Oct. 14, 2019
Previous
