Marketing Culture
POV
What Marketers Can Learn from the Newsroom
2020 disrupted even the best laid marketing plans and gave rise to lasting impacts and shifts in consumer behavior. Who better to turn to for advice on how to pivot with agility than the newsroom? 2020 was a year like no other, impacting everything and everyone across the globe — including ...
POV
The Path Forward for B2B Marketers in 2021
2020 was the portrait of abnormality, and in its wake lies a new path forward for B2B marketers in 2021.By Lauren Starnes & Denton Myers-Pollock of Industry Dive Even as the phrase “new normal” becomes so overused it requires air quotes, we can all agree that 2020 was the portrait of ...
Best in Class
Turning a Pandemic ‘Pivot’ Into a Lasting Content Strategy
Many marketers viewed the pandemic as a cataclysmic disruptor — but what happens when you re-lens it as an opportunity to re-focus and build a strategy that can withstand uncertainty? For marketers, there has always been one guide we can fall back on when creating content in response to customer needs, ...
POV
Is Short-Termism Killing Marketing?
“Deliver quarter on quarter performance!” has long been the rallying call of marketing, but are we being short-sighted? Over the past decade, marketers have answered the rallying call for ROI, working hard to prove how their departments can contribute to revenue through the use of data and technology, moving from a ...
Trends
57% of Consumers Remained Loyal to a Brand During Chaotic 2020, Study Finds
Dive Brief:Eighty-one percent of consumers said they want to form a relationship with brands, a sign of their willingness to participate in loyalty programs, marketing firm Merkle found in a new survey shared with Marketing Dive. Discounts are the most popular loyalty reward, with 70% of consumers preferring these offers ...
POV
Industry Dive’s CEO: Strategize for People, Not Impressions
In the mid-eighties, traditional journalism and media was in its golden age. Outlets were blissfully unaware that the Internet would soon arrive to turn the industry on its head. The decades that followed have been spent in a constant state of trial and error, brewing up approaches to successfully adapt ...
