Top Marketing Trends of 2019

9 recent CMO departures that point to the radical transformation of marketing; The year of 'woke-washing': How tone-deaf activism risks eroding brands; Do people 'f---ing hate' ads? Marketers look to embed brands in culture as aversion grows; Ad-free engagement: Is organic virality a quest or a happy accident? View online | Sign up | Forward

As 2019 comes quickly to a close, we're taking a look back at what's been an exciting — and more often than not, tumultuous — year and bookend to the decade for marketing. Below, you'll find the biggest trends that shaped the industry over the past 12 months, from disruptions impacting the CMO role to the rise of "woke-washing" accusations from consumers frustrated by shoddy purpose-driven campaigns. We're excited to continue covering these beats as they evolve in 2020 and new developments, from the CCPA to the summer Olympics, further shake up the sector. We'll be back in your inbox with our regular coverage on Thursday, Jan. 2. In the meantime, thanks for reading, and have a safe and happy holiday. Best, Peter Adams Reporter, Marketing Dive Twitter | Email Deep Dive Experiential hospitality: Guests check in but will brands overstay their welcome? From the Taco Bell hotel to an Airbnb listing for the Oscar Mayer Weinermobile, booking an overnight stay with favorite brands was a breakout trend in 2019. Deep Dive 9 recent CMO departures that point to the radical transformation of marketing Dunkin's Tony Weisman announcing plans to exit capped off a remarkable few months that also saw leadership changes at McDonald's, Taco Bell and Johnson & Johnson. Deep Dive The year of 'woke-washing': How tone-deaf activism risks eroding brands Experts warn an uptick in socially and politically aware advertising can read more as chasing headlines than meeting real consumer demands, and it could degrade trust in the industry. Deep Dive Do people 'f---ing hate' ads? Marketers look to embed brands in culture as aversion grows Pointed comments kicked off Advertising Week and lingered over a conference that touted promising new sponsorship models on channels like esports and TikTok. Deep Dive Ad-free engagement: Is organic virality a quest or a happy accident? Many brands want to replicate the recent buzz around Popeyes and White Claws, but the formula for organic reach remains elusive. Deep Dive The ins and outs of simpler brand identities Dunkin', Mastercard and Doritos have streamlined their logos, but delivering a short and simple brand identity isn't without risks. Deep Dive As an era of self-regulation ends, marketers fear uncharted, risky waters for data privacy "For many companies, if you get this wrong, you could very well be out of business," the ANA's Dan Jaffe told Marketing Dive about the upcoming California Consumer Privacy Act. Deep Dive How brands can score with esports marketing Marketing opportunities are significant for a range of brands — but the window to enter the space and gain a strategic advantage is quickly closing. Deep Dive Solving OOH's attribution problem takes on new urgency amid a renaissance OOH spending is again on the rise, hitting pre-recession levels, but figuring out measurement is now table stakes versus a nice-to-have feature. Deep Dive Got to be real: the dos and don'ts of musical branding campaigns Major brands like Oreo and Lay's have tapped mainstream musicians to craft original songs, but not all the efforts are chart toppers.

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