Top Marketing News of 2020

A look back at some of the most notable news stories of the year. View online | Sign up | Forward

BROUGHT TO YOU BY — Marketing Dive's studioID Generate More Content with Creative Automation As e-commerce sales continue to skyrocket, does your marketing team have the tools it needs to keep up with the demand for content? Find out.   One phrase has cropped up repeatedly in discussions with friends, family and colleagues looking back at 2020: "That happened this year?" Since March, people have largely been stuck at home with little to look forward to — yet the marketing industry has been anything but stagnant. In fact, it could often feel like there was simply too much news, an information overload that compounded on the fog of living in a quarantined world. From the rollout and (very quick) demise of Quibi to the rush of companies that seized on the summer's protest movement, 2020 felt like a watershed moment on several fronts. While tying a bow on things is even more difficult than usual, Marketing Dive has collected some of the most pertinent stories from the last 12 months below. These are the developments that stand out as definitive to an unprecedented period in marketing, and whose consequences will linger even after the COVID-19 haze lifts. We'll be back in your inbox with our regular newsletter coverage on Monday, Jan. 4. In the meantime, share this link with colleagues to help them stay informed in the new year: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76. Thank you for reading, and have a safe and happy holiday break. Peter Adams Reporter, Marketing Dive Twitter | Email Ben & Jerry's calls to dismantle white supremacy The ice cream maker has supported the Black Lives Matter cause since 2016, and its latest message of support includes a strategic action plan. Deep Dive Facebook antitrust cases could accelerate power balance shift for social media A landmark lawsuit filed by the FTC pushes for the tech giant to spin off Instagram and WhatsApp. But cracks were already forming in Facebook's armor, and rivals like TikTok could smell opportunity. IAB: US digital ad spend will grow 6% this year amid broader slowdown Paid search and social media are the fastest-growing digital ad categories, while spending on traditional channels like linear TV, OOH and print will plunge. Apple delays tracking opt-in after critics sound warning bell Facebook said the privacy protections could cause a 50% drop in revenue for Audience Network, but the iPhone maker is granting a small reprieve.   Deep Dive Quibi calls it quits: Key takeaways from a lesson in how not to build a streaming brand While the app became a punching bag well before announcing plans to shutter, the news is still likely to disappoint marketers hungry for an ad-supported premium mobile video platform. Ocean Spray goes viral with TikTok creator who put Fleetwood Mac's 'Dreams' back on the charts The brand gifted Nathan Apodaca his own truck to re-create a viral video that featured its product, earning over 10 million views on the platform. Forrester: CMOs must adjust as agencies shed more than 50K jobs The cuts are expected over the next two years, sapping a source of expertise and accelerating trends like in-house agencies and gig economy options. PepsiCo's in-house technology informs radical shift to digital An internal measurement system called ROI Engine has guided the marketer's recent decisions to place bigger bets on streaming and e-commerce, while saving the organization millions. Coca-Cola kicks off massive agency review to 'fundamentally transform' its marketing Promising a "complete redesign" of its agency models, the beverage giant is looking to optimize investments that totaled more than $4 billion in 2019. Deep Dive Despite Super Bowl LIV's marketing deja vu, several ads break out Multibrand spots, ads supporting women, "Groundhog Day" and yes, the resurrection of Mr. Peanut, caused some of the biggest stir this year.

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