Study: 78% of millennials aren't influenced by celebrity endorsements

Only 7.5% of the demographic group would be encouraged to make a purchase based on a star's recommendation, according to Roth Capital Partners.  

By David Kirkpatrick • Dec. 4, 2017

Study: 39% of marketers will increase influencer marketing budgets in 2018

Trends in the space are likely to include using a variety of types of influencers and leveraging the content to enhance other channels.

By Erica Sweeney • Dec. 4, 2017

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

By Marketing Dive staff

Disruptor of the Year: Amazon

Industry thought leaders have long positioned the company as a potential third major digital advertising force. A number of surprising moves this year and an expected $1.65 billion in ad revenue show it's getting there fast. 

By Peter Adams • Dec. 4, 2017

Controversy of the Year: Brand Safety

Some digital marketing practitioners — both legitimate and underground — have played fast and loose with brands' reputations for years. In 2017, the day of reckoning arrived. 

By Chantal Tode • Dec. 4, 2017

Campaign of the Year: Burger King's 'Google Home of the Whopper'

With an estimated $135 million in earned media and a top creative award at Cannes Lions, the fast food chain's device-hijacking stunt asked: What happens when an ad disrupts technology?  

By Peter Adams • Dec. 4, 2017

Mobile Marketer of the Year: Taco Bell

Mobile is integral to the chain's positioning as a value-oriented lifestyle brand for millennials, an approach that is paying off with higher sales. 

By Chantal Tode • Dec. 4, 2017

Mobile Campaign of the Year: Starbucks Unicorn Frappuccino

Unicorns might not be real, but for five days last April, a wave of people tasted their magic at Starbucks after seeing the photogenic concoction on social media.

By Natalie Black (Koltun) • Dec. 4, 2017

Mobile Disruptor of the Year: Augmented Reality

Projected to hit $83 billion in the next five years, the tech has quickly ballooned in popularity and become an increasingly major part of brands' mobile strategies.

By Natalie Black (Koltun) • Dec. 4, 2017

Marketer of the Year: KFC

From a $20,000 meteorite shaped like a chicken sandwich to a bonafide romance novella, the brand's marketing stunts this year have consistently grabbed consumer attention with a knowing wink and distinct flavor of deep-fried weirdness.

By Peter Adams • Dec. 4, 2017

'Pitch Perfect' interactive mobile story arrives ahead of new film

Universal Studios is the latest to jump into the mobile-driven interactive storytelling trend. 

By Erica Sweeney • Dec. 1, 2017

These retailers are #crushingit on social this holiday season

It's prime time for retailers to get involved in the social scene. Here's who's doing it best — and how.

By Cara Salpini • Dec. 1, 2017

TGI Fridays is first restaurant with Alexa skill that integrates Amazon Pay

People can make reservations, order takeout, hear menu options and pay their bill with their voice.

By Robert Williams • Dec. 1, 2017

Swarovski launches AR app experience at holiday pop-up

Perfect's YouCam apps let mobile users virtually try on holiday-inspired makeup and crystal jewelry from the brand.

By Robert Williams • Dec. 1, 2017

New Alexa format drops users into exclusive U2 broadcast

Amazon Music teamed up with the band for special radio content that Alexa users can access via voice command. 

By Erica Sweeney • Dec. 1, 2017

Moët Hennessy pops the cork on Alexa champagne skill

The luxury wine and spirits company seeks to teach consumers about the finer things in time for New Year's Eve.

By Robert Williams • Dec. 1, 2017

Apple shares facial recognition data with apps, sparking privacy worries

The new iPhone X can give marketers data about how people look and feel, but consumers may not be ready for the consequences. 

By Robert Williams • Dec. 1, 2017

Campaign Trail: How Yoplait boosts brand interest; Samsung's artsy feature film; Jim Beam opens voice-ready decanter

One brand's mission to defend moms delivers results, while two others take decidedly non-traditional approaches with an experimental movie and connected hardware.

By Peter Adams , Chantal Tode , Natalie Black (Koltun) • Dec. 1, 2017

Amazon brings Alexa to the enterprise

Alexa for Business lets employees complete hands-free tasks like managing multiple calendars, controlling equipment, reserving meeting rooms and more.

By David Kirkpatrick • Dec. 1, 2017

Study: Gen Zers are late to holiday shopping

One-third of consumers in the age group don't start holiday shopping until after Black Friday and 15% don't start until after Dec. 15.

By David Kirkpatrick • Dec. 1, 2017

PayPal plans to branch out beyond payments

The app may seek to become the U.S. version of Alipay, with more offerings beyond its core money-transferring function.

By Robert Williams • Nov. 30, 2017

YouTube takes a stab at popular 'stories' format with Reels

The test feature lets creators with more than 10,000 subscribers post short-form videos and add filters, music, stickers and links to longer content.

By Robert Williams • Nov. 30, 2017

IDC: Phablets to overtake smaller smartphones by 2019

Mobile users are increasingly likely to buy devices with bigger screens. 

By Robert Williams • Nov. 30, 2017

Pottery Barn launches AR app for iOS

The furniture retailer looks to gain greater market exposure for the augmented reality app by bringing it to Apple devices.

By Dan O'Shea • Nov. 30, 2017

Facebook's TBH app fades quickly in rankings

The teen polling app saw a surge in downloads after Facebook's takeover and then fell rapidly.

By Robert Williams • Nov. 30, 2017

Amazon's ad business will surpass $2.5B by 2021, Forrester says

An updated forecast suggests spending on display and social media advertising in the U.S. will grow nearly 70% over the next five years. 

By David Kirkpatrick , Peter Adams • Nov. 30, 2017