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Search returned: 274 document(s).
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Sports Marketing Beyond the Field
Trends and Technology July 6, 2026Fan engagement is moving off the field as brands chase audiences through social media, docuseries, and multiyear athlete deals. Shifting sports consumption habits may be reshaping how marketers reach — and retain — younger and female fans.
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Marketers Learn to Navigate a Rapidly Changing Digital Terrain
Trends and Technology June 29, 2026Creator budgets are surging and AI is reshaping how brands reach audiences, putting digital strategy under pressure. Marketers may need to rethink platform relationships and brand clarity to stay competitive.
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Brands Turn Inclusivity into Business Performance
Trends and Technology June 22, 2026Inclusive marketing is proving its business case, with new research showing it may generate three to five times higher short-term sales lift than non-inclusive advertising. Mattel, Dove, and Nissan show how embedding representation into strategy — not just creative — could reshape brand performance.
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Marketers Deconstruct Their Technology Stack
Trends and Technology June 8, 2026Agentic artificial intelligence is forcing marketers to dismantle long-held assumptions about how their technology stacks work. Brands like HubSpot, Asana, and Adobe are redesigning workflows in real time — and the organizational stakes could not be higher.
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Can the U.S. 250th Anniversary Be More Than a Moment in Time for Brands?
Trends and Technology June 1, 2026Ancestry, Colgate-Palmolive, and The Hartford are using the U.S. semiquincentennial not as a one-time stunt but as a springboard for long-term brand strategy. How brands tie heritage to future relevance may determine which ones earn lasting consumer loyalty.
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Why Advertising During the FIFA World Cup Could Be a Net-Net for Brands
Trends and Technology May 25, 2026The FIFA World Cup 2026 is drawing brands like The Coca-Cola Co. and The Home Depot into expansive, full-funnel campaigns targeting a projected global audience of 6 billion. With soccer's U.S. popularity rising, the tournament signals the ways marketers approach multicultural and long-term fan engagement.
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Marketers Navigate Twists and Turns of New Media Landscape
Trends and Technology May 11, 2026As the media landscape changes dramatically, marketers are shifting from a channel-focused strategy to a customer-centric approach. The goal is to balance reach across linear, streaming, and digital platforms, with original content that will appeal to consumers with unlimited options.
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Can Marketers and Agencies Align Their Priorities When It Comes to Compensation?
Trends and Technology May 4, 2026An ANA study finds most marketers are satisfied with agency compensation, yet many plan changes amid concerns over transparency, rebates, and artificial intelligence-driven labor. High-profile rebate disclosures and budget pressure suggest client-agency alignment could be tested in 2026.
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How Strong Brands Rebuild Equity and Reclaim Cultural Relevance
Trends and Technology April 27, 2026With consumers wanting more of an emotional connection, marketers are increasingly placing their brand at the center of their advertising and engagement efforts.
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How Cultural Fluency Drives Marketing Growth
Trends and Technology April 15, 2026Cultural fluency is becoming essential for marketers as brands like McDonald's, the NFL, and Nissan use cultural insight to deepen relevance, boost engagement, and unlock growth.
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Trust Lies at the Heart of a Unified Data Strategy
Trends and Technology April 13, 2026Marketers sharpen data governance to build trust, improve AI performance, and adapt to fast-changing privacy expectations and attribution models.
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Can Marketers Turn the Page When It Comes to Engaging Older Consumers?
Trends and Technology April 6, 2026Today's older consumers not only are digitally savvy and have more buying clout, but their behavior is changing dramatically. Nonetheless, marketers continue to underestimate older demos, costing them dearly and putting them at a disadvantage for the future.
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How Advertisers Run Up the Score with March Madness
Trends and Technology March 30, 2026For all its excitement, March Madness can be tricky for brand advertisers to navigate, given the multi-week format, unpredictable outcomes, and inevitable upsets. The key for marketers is to harness the entire tournament to deliver relevant messages that capture the spirit of the event.
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Marketers Seize More Control of Their Ad Buying Efforts
Trends and Technology March 23, 2026Media buying has transformed in the last several years due to the growing complexity of media purchasing dominated by digital platforms. Amid the upheaval, marketers are attempting to seize more control of their media-buying strategy.
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Creators Move Toward Center Stage for Marketing
Trends and Technology March 2, 2026As traditional marketing channels wane, brands are increasingly partnering with creators to engage new audiences and drive measurable business outcomes. Ad spending on creators is expected to reach $37 billion this year, a 26 percent hike from $29.5 billion in 2024.
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Why AI Slop Can Make a Real Mess of Marketing
Trends and Technology February 9, 2026The challenge for brand managers will only get more pronounced as AI pervades a growing number of aspects of marketing, and advertising and consumers sharpen their antenna for content they view with a jaundiced eye.
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Celebrity Partnerships Now Demand More Than Star Power
Trends and Technology February 2, 2026Brand advertisers are rapidly changing their approach to celebrity partnerships. Rather than betting on star power alone to boost engagement, marketers are looking to celebrities to collaborate on advertising creative and play a distinct business role.
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How Marketers Strengthen Global Partnerships
Trends and Technology January 26, 2026Similar to other global sporting events taking place this year, including the upcoming FIFA World Cup, the 2026 Winter Olympic Games are an opportunity for brands not only to reach massive audiences, but strengthen global partnerships with linear and streaming networks, creators, and other marketing vehicles.
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Is 'Mass Customization' in the Works for Marketers?
Trends and Technology January 9, 2026The Consumer Electronics Show 2026, which wrapped up on January 9 in Las Vegas, featured the usual swirl of the latest gadgets and tech gear designed for multiple industries. It also provided a road map for marketers grappling with a fundamental shift in how people consume media.
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Brands Level Up Their Ad Strategies for Gen Z
Trends and Technology December 24, 2025Gen Zers are increasingly informing brand marketing strategy, with their spending power expected to grow to $12 trillion by 2030. The challenge is how to connect with gen Zers, the first cohort of digital natives who are skeptical of traditional advertising and — despite an insatiable appetite for digital content — remain elusive consumers.
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