Omnicom's patent-pending software ties earned media to sales

OmniearnedID intends to support a brand's entire marketing program, not just PR, and can help quantify the effect of influencer campaigns on sales.

By Robert Williams • Jan. 22, 2021

P&G expands marketing 7% amid higher demand for household brands

The company is well-positioned to address macro trends like a continued focus on home and stronger preference for reputable brands, per CFO Jon Moeller.

By Robert Williams • Jan. 21, 2021

Explore the Trendline➔

Multichannel Optimization

There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

By Marketing Dive staff

Adthena buys Kantar's paid search business as marketing consolidation ramps up

Kantar clients who use its dedicated search tools can now access Adthena's AI-powered search intelligence product suite.

By Robert Williams • Jan. 21, 2021

Unbound media: 6 lessons for a post-agency world

As digital media increasingly present effective alternatives to traditional ad buys, they also increase the value of and control over data, pushing more marketers to take operations in house.

By Jim Singer, Brooks Levering, Luis de Lencquesaing and Piyush Gupta • Jan. 20, 2021

What to know about second-party data as marketers tilt toward collaboration

Forecasts from Winterberry Group outlined use cases in areas like insights and measurement, while cautioning how second-party data can be misapplied.

By Peter Adams • Jan. 15, 2021

How the NHL, WNBA and WWE changed digital strategy on the fly to meet COVID-19 demands

During a CES session, executives at major sports organizations detailed how they altered content strategies to better engage homebound fans.

By Chris Kelly • Jan. 13, 2021

88% of marketers say collecting first-party data is a 2021 priority, study says

About half of respondents have amplified digital experiences and strategies to collect more first-party data, per Merkle's 2021 Customer Engagement Report.

By Chris Kelly • Jan. 12, 2021

S4 buys agency Tomorrow to expand MediaMonks' business in China

The group's third acquisition of the new year signals marketing M&A may be ramping up after stalling during the early days of the pandemic.

By Robert Williams • Jan. 12, 2021

Amazon signals bigger podcast ambitions with Wondery buy

The acquisition comes as streaming audio services and radio broadcasters look to expand their audiences on mobile devices and smart speakers.

By Robert Williams • Jan. 4, 2021

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger

Brands will continue to feel pressure to fill gaps during a patchwork pandemic recovery, while digital channels like streaming and gaming have become enshrined as consumer favorites.

By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Jan. 4, 2021

Walmart boosts new advertisers on media network by 40%

A self-serve platform that launched in January is now responsible for half of the retail chain's sponsored products ads revenue.

By Robert Williams • Dec. 22, 2020

Mtn Dew opens 'direct-to-gamer' store for DTC sales, loyalty rewards

The website can help parent company PepsiCo collect first-party data on younger consumers who are interested in gaming and esports.

By Robert Williams • Dec. 21, 2020

Why Kraft Heinz leaders say their new strategy will drive growth beyond the pandemic

The CPG giant is upping its marketing spend 30% as it seeks to understand how consumers connect to its brands.

By Megan Poinski • Dec. 17, 2020

Cookieless tracking, need for first-party data top 2021 concerns for ad buyers, IAB says

While budgets are expected to increase, concerns about data privacy, ad tracking and cross-platform measurement remain.

By Chris Kelly • Dec. 16, 2020

Uber now lets businesses offer branded vouchers for rides, meals

Companies can offer vouchers that show their logo, giving them a way to create branded experiences that serve as another touch point with customers.

By Robert Williams • Dec. 15, 2020

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.

By Steven van Belleghem • Dec. 14, 2020

Gravest marketing inefficiencies and what they're costing your business

Find out why you may be losing 20-30% in revenue, and how to stop it.

Dec. 14, 2020

Marketer of the Year: Unilever

Amid historic challenges, the marketer of brands like Dove and Ben & Jerry's continually met the moment with resonant messaging while advancing its business in critical areas like e-commerce.

By Peter Adams • Dec. 9, 2020

Executive of the Year: Marisa Thalberg, Lowe's

Stepping up as CMO of Lowe's in February, Thalberg has not only shepherded the retailer through an unprecedented crisis, but also broadened the brand's ambitions despite pandemic hurdles.

By Peter Adams • Dec. 9, 2020

Mobile Marketer of the Year: Chipotle

The QSR could exceed $2.5 billion in digital sales this year, largely on the strength of mobile marketing initiatives it began before the pandemic.

By Chris Kelly • Dec. 9, 2020

The Marketing Dive Awards for 2020

From Chipotle to Procter & Gamble, these are the companies and executives that epitomized leadership in crisis this year.

By Marketing Dive Team • Dec. 9, 2020

Walgreens debuts retail media network, with revamped loyalty program front and center

The pharmacy chain follows chief rival CVS in pushing an ad engine that looks to seize on growing marketer demand for first-party data to support digital ads.

By Peter Adams • Dec. 3, 2020

Colgate teams with Headspace on meditation series for toothbrush app

"Mindful Moments" content fits with the app's broader goal of getting people to practice good dental habits by gamifying mundane routines like brushing teeth.

By Robert Williams • Dec. 3, 2020

Mobile gaming surges as pandemic drives 45% jump in app installs

Game developers ramped up their marketing efforts this year, boosting app installs attributed to advertisements by 69%.

By Robert Williams • Dec. 2, 2020

Pine-Sol launches online store to support women entrepreneurs of color

With the Pine-Store, the Clorox brand becomes the latest company to launch an e-commerce platform to gain greater insight into its customer base.

By Chantal Tode • Dec. 2, 2020