July 31 - Kraft Heinz, Kellogg plan H2 marketing onslaught | Google ad revenue falls for 1st time

Google's ad revenue falls 8% for 1st decline in 26-year history; Campaign Trail: Klarna's oddball ads spotlight Swedish roots, outlandish quirk; Amazon cut marketing by a third due to pandemic-driven-demand — but the pullback won't last; How Del Monte's Elana Gold handled being named CMO during the pandemic View online | Signup | Forward

Daily Dive July​ 31,​ 2020 | Today's news and insights for marketing leaders   BROUGHT TO YOU BY — Marketing Dive Brand Studio 5 Steps to Achieving Data Analytics Agility Having a holistic view of customers with real-time data is what allows marketers to have true agility. Discover the biggest roadblocks to data agility for marketers and how to avoid them in this playbook.   Kraft Heinz, Kellogg to rev up marketing substantially in H2 as pandemic windfall continues To retain the interest of new customers, Kraft Heinz will increase its working media dollars by 40% in H2, while Kellogg is pursuing a similar playbook. Google's ad revenue falls 8% for 1st decline in 26-year history YouTube eked out a 5.8% gain in ad revenue, while Alphabet's growing cloud computing business helped to offset bigger declines in ad sales. Column Campaign Trail: Klarna's oddball ads spotlight Swedish roots, outlandish quirk The payment service debuts its biggest U.S. effort with 15 new spots spliced from Swedish cinema, shoppable ads and a gaming integration. Amazon cut marketing by a third due to pandemic-driven-demand — but the pullback won't last The news came as part of blockbuster results that saw the company's "other" category, which mostly consists of advertising sales, grow 41% to $4.22 billion. Q&A How Del Monte's Elana Gold handled being named CMO during the pandemic The first CMO for Fresh Del Monte Produce explains how the role is evolving and details the brand's first campaign under her leadership. Opinion Current events fuel higher consumer expectations, concerns for marketers Three paradigm-shifting events have fanned consumers' wants and needs in 2020, driving higher expectations for 98% of brands, writes Brand Keys' Robert Passikoff. Read more news From Our Library Trendline What You Need to Know About Data in Marketing Playbook 6 Ways Self-Service Kiosks Enhance the Customer Experience By Brand Studio Playbook 3 Ways Interactive Guided Shopping Delivers the Future of Authentic Personalization By Brand Studio View all resources What We're Reading CNBC Coca-Cola to enter hard seltzer market through Topo Chico brand CBS News Critics seek clarity after Trader Joe's says it will keep "Trader Ming's" and "Trader José" products, denies they're racist Variety Inside Netflix's Quest to Become a Global TV Giant Suggest a story we should read Upcoming Event The SMS Marketing Game: What You Need to Know to Stay Ahead Aug. 18, 2020 - Aug. 18, 2020 | Webinar 2pm ET Dive Into a Topic Marketing Tech Creative Social Media Video Analytics Executive News Mobile Share Marketing Dive: Daily Dive with others and get rewarded. You've referred 0 readers. To become an official Dive Insider, just successfully refer 10 contacts to Marketing Dive: Daily Dive. Here's your link to share: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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