The tricky business of retail marketing in a pandemic

Even with most transactions frozen, this can be a good time to talk to customers, experts say. But retailers need to send the right message.

By Daphne Howland • April 16, 2020

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.

By Nancy Smith • April 16, 2020

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

Direct publishers hit harder by coronavirus than programmatic specialists, study finds

Even as news consumption soars, 77% of publishers report clients have asked to cancel campaigns, delivering a blow to revenue.

By Peter Adams • April 15, 2020

Marketers predict pandemic will slow ad spend into 2021, study says

Most advertisers said they're focusing on coronavirus-related reasons — over economic- and industry-related ones — to know when to resume ad spending.

By Robert Williams • April 14, 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.

By Peter Adams • April 14, 2020

Verizon, Honda, Anheuser-Busch have most empowering COVID-19 ads, study says

Among the spots reviewed, 73% had measurable impact around empowerment. Pre-pandemic, just 12.5% of ads typically achieved any empowerment score.

By Dianna Christie • April 14, 2020

During pandemic, consumers prioritize product availability over brand loyalty

With less choice on the shelves, American consumers are opting to try new brands of the same product rather than look elsewhere, studies from Shopkick and BlueYonder found.

By Jessi Devenyns • April 14, 2020

Search ad spending could plunge 29% in Q2 as marketers turn taps off

Typically safe during a recession, the channel faces distinct challenges due to the coronavirus pandemic, eMarketer found.

By Peter Adams • April 13, 2020

Teen spending hits lowest point in nearly a decade as coronavirus concerns grow

Categories like cosmetics experienced a blow from Gen Zers this spring, while some food and apparel brands fortified their lead, Piper Sandler found. 

By Peter Adams • April 8, 2020

The consumer after COVID-19

Shoppers will return. But they're living through a pandemic that will change them, maybe forever.

By Daphne Howland • April 8, 2020

Nathan's Famous upgrades tech, adds geotargeting and digital ordering

In a one-month pilot, the chain saw increased engagement at a lower cost-per-click since adding AI-enabled ad formats to its marketing mix.

By Dianna Christie • April 8, 2020

Communication software brands like Zoom triple ad spending under coronavirus

A jump in Q1 comes as enterprise businesses, brands and consumers are looking for ways to stay connected during pandemic lockdown.

By Peter Adams • April 7, 2020

Shaquille O'Neal ads drive engagement for Papa John's

The NBA star's endorsement is helping the pizza chain rebuild its image and lift delivery orders following founder John Schnatter's ouster.

By Dianna Christie • April 6, 2020

CVS, Olive Garden and Sam's Club coronavirus ads rank high in likeability

Recent ads by the brands scored by directly addressing the pandemic and communicating relevant and supportive messaging.

By Dianna Christie • April 3, 2020

Early lessons for marketers during the coronavirus pandemic

Amid the turmoil, a picture of how marketers can adapt during this crisis is coming into focus.

April 3, 2020

What the coronavirus means for DTC brands

Digital natives like ThirdLove and StitchFix may not face the massive store closures brick-and-mortar retailers are grappling with, but they're experiencing their own obstacles.

By Caroline Jansen • April 2, 2020

Adwanted buys SRDS from Kantar to support print ad sales with data

The sale of is a sign of how Bain Capital is restructuring Kantar after buying a 60% interest in the company from WPP for $3.1 billion last year.

By Robert Williams • April 2, 2020

Gartner: 65% of CMOs are preparing for budget cuts

Executives must be agile and ready to operate on smaller budgets with a skeleton team, the research firm recommends.

By Dianna Christie • April 1, 2020

Consumers believe brands can lead coronavirus response, but demand practical solutions

Businesses that prioritize profits over the health and security of people during the pandemic risk damaging trust permanently, Edelman found.

By Peter Adams • March 31, 2020

IAB: Mission-based marketing jumps 42% amid coronavirus

Despite the current dire mood, there are signs that advertising and marketing activity can rebound during the second half of 2020.

By Robert Williams • March 30, 2020

Most brands aren't ready to win in e-commerce, report says

Just 17% of brand say they are ahead of the curve or leading in that space, while 71% reported they have a strong focus in e-commerce, but are catching up to or keeping pace with competitors.

By Megan Poinski • March 30, 2020

Magna: Digital ad sales will dip 2% in H1 and rebound in H2

Forecasts show the ad market will jump back in the second half of 2020 and experience moderate growth next year.

By Dianna Christie • March 27, 2020

Forrester: Brands must build trust as coronavirus saps consumer sentiment

Consumers don't have the "emotional energy to engage with, spend with or recommend" brands, but marketers can work to offset that.

By Robert Williams • March 27, 2020

76% of viewers willing to watch ads for free video streaming, study finds

As the appetite for streaming services continues to grow, consumers are nearing the upper limit on subscription fees.

By Dianna Christie • March 26, 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?

By Shane Schick • March 26, 2020