The Drum Deep Dives
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The Drum goes deeper on the subjects that matter within modern marketing. You will find our Deep Dives featured on our home page and each subject features its own dedicated topic page. Here is what is coming up…
Make better marketing decisions in 2023
We move into 2023 against a backdrop of economic and political upheaval. Now, more than ever, marketing leaders need trusted partners to help them navigate the challenges ahead. Predictions 2023 is designed to guide marketers away from frivolous fads and towards the real opportunities. Our primer on how to prepare for the year ahead will include practical guides, no-nonsense how-tos and case studies as well as expert analysis from global leaders on where to invest to outflank your competition, stay relevant and, yes, even grow in 2023.
AI & web3
Marketing in the new internet age
web3 is here but most marketers have only just begun to dip their toes into this brave new world of the internet – if at all. The metaverse, just one part of this rich new tapestry, has been variously described as a flash in the pan and the future of marketing. So what’s the truth? Should marketers be drawing up a metaverse strategy, diving into gaming or minting NFTs? And what of artificial intelligence, the new gamechanger on everyone's lips thanks to the stratospheric rise of ChatGPT? In this Deep Dive, we’ll bust apart the myths, separating true disruption from mere distraction and giving marketers a local’s guide to this emerging world of possibility.
Data & Privacy
Opportunities, tools and threats: the new rules of data
Increasingly sophisticated data is allowing brands to understand and target their audiences with greater precision than ever before. But who really wants to be targeted? As evermore empowered consumers choose to opt out and claw back control over their data privacy in their droves, this is the critical challenge facing marketers. We’ll examine how brands can win consumers’ trust and turn the first-party data they glean in return into creative campaigns that hit exactly the right mark, at exactly the right time.
The Media Convergence: how digital mixed up the mediums
It’s almost 30 years since the first banner ad on the internet. It’s 20 years since Myspace sparked a social boom. It took Netflix 25 years to introduce video ads. Facebook’s been through several name changes and TV more closely resembles the media that was supposed to kill it every day. Radio and tech wrestle over podcasts and on the street, billboards more closely resemble the cinemas whose movies they market. The media we consume has evolved and the lines are blurring. Here’s why.
Retail & E-commerce
The new retail landscape
Retail is facing unprecedented challenges in the year ahead. In the face of global financial crisis, rising inflation and supply-chain issues, consumers have cut their spending. In this deep dive, we’ll delve into where growth is being found and the marketing strategies powering the brands finding success this year.
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