“That happened this year?” has become a common pandemic-era refrain, reflecting the difficulty in keeping tabs on marketing industry shifts. While some storylines are still very much in the spotlight — like Elon Musk’s tumultuous Twitter takeover — other bits of breaking news have receded into the background without losing their relevance.
From sponsorship switch-ups that will impact Super Bowl plans for February to major executive departures, the past 12 months have been marked by a rebalancing of power and changing of the guard that will reverberate into 2023.
Below, revisit the most significant news developments for marketers from this year. These pieces embody a period of tumult, with brands needing to tip-toe around sensitive political and social situations, and also major disruptions affecting key channels for engaging consumers, including social media, search and streaming video.
To support our original journalism, please consider sharing our newsletter with your colleagues and industry peers. Send them this link to get them subscribed to the newsletter: https://www.marketingdive.com/signup/insiders/?signup_referred_by=60091a9be19a9279a2247d3d
Peter Adams
Senior Reporter, Marketing Dive
Twitter |
Email
The Tesla CEO's stated mission around preserving "free speech" tees up looser content moderation policies on a platform already infamous for toxicity.
|
With ad spending expected to take a hit in the fourth quarter, the streamer has a lot to prove, though it’s already attracted major names like AB InBev.
|
Despite the tech giant’s latest shift, advertisers shouldn’t delay plans to develop and implement a cookieless future.
|
While the brewer remains a league sponsor, it will no longer have exclusive rights to the big game, opening an opportunity for rivals like Molson Coors.
|
A heavier push beyond traditional text-based search into visual and multi-media areas comes amid the rise of apps like TikTok and Reddit.
|
FIFA said all sales on stadium perimeters are now banned, meaning some planned Budweiser activations “cannot move forward” just two days before kick-off.
|
It’s hard to overstate the impact the executive had on building one of the most formidable digital platforms, but also difficult to separate that role from Facebook's struggles.
|
The deal speaks to how business areas beyond the iPhone are becoming more important, with Apple reportedly also seeking an NFL streaming package.
|
UPDATED
Eight in 10 people surveyed by Gartner want to see brands take an action, but typical moves like making a statement or pausing marketing activity ranked low.
|
At its One22 developer conference, the media conglomerate detailed several developments spanning data, technology and measurement.
|
|
|
