Shane Schick

Editor and writer specializing in enterprise IT, marketing and advertising, fashion and style.

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Aug. 18, 2020

DTC brand's new CMO thinks eco-friendly is the next big thing for CPGs

COVID-19 has forced numerous marketers to scale back or scuttle their plans this year, but for Lilian Tomovich, 2020 has brought a unique opportunity: transitioning from leading marketing for a major hospitality brand when vacation plans are on hold…

Mar. 26, 2020

Marketing Dive

What coronavirus means for sports marketing

The postponement of the Summer Olympics, coupled with the suspension of play across the NBA and NHL, have disappointed fans all over the world. For brands, however, the impact of COVID-19 may require coming up with a new playbook if they want to…

Mar. 4, 2020

Marketing Dive

Will loyalty programs gain renewed value in a cookie-less era?

Loyalty programs existed long before personalization and one-to-one marketing bubbled up as buzzwords, but the emergence of fresh digital channels and evolving privacy regulations suggest they may become paramount to brands. A KPMG study from…

Jan. 7, 2020

Marketing Dive

Esports outlook 2020: What brands need to become winning players

Editor's Note: This is part of a series of pieces looking at the year to come that Marketing Dive will publish throughout January. For more on what to expect in the months ahead, check out 7 trends that show 2020 will be a make-or-break year for…

Dec. 17, 2019

Marketing Dive

Experiential hospitality: Guests check in but will brands overstay their welcome?

With interest in experiential marketing showing no signs of waning, marketers this year kicked their efforts up a notch by extending the idea of a real-world pop-up into a chance to stay overnight with a brand — an attempt to deepen the relationship…

Nov. 20, 2019

Marketing Dive

Ad-free engagement: Is organic virality a quest or a happy accident?

Enthusiastic fans sparked significant engagement — and product shortages — for White Claw and Popeyes this year, grabbing the interest of media outlets, marketers and business pundits by exemplifying a paradigm where consumers lead the way and brands…

Oct. 22, 2019

Marketing Dive

How retro candy brands are hitting the nostalgia sweet spot

In the same way trick-or-treaters never know exactly what will be dropped into their bags on Halloween, there's no predicting when major candy brands will suddenly drop a marketing campaign that lets them try out an entirely new look. This summer,…

Sep. 23, 2019

Marketing Dive

Marketing with memes: The ins and outs of sharing viral social content

SpongeBob SquarePants does not look happy. Eyes downcast, listlessly holding a remote control, the animated character is pictured rising out of his armchair. The caption reads, "When someone casually says dressing for Halloween is stupid..." above…

Sep. 5, 2019

Marketing Dive

Papa John's 1st Shaquille O'Neal TV spot insists 'a better day' is dawning

Just over a year since controversy led to the removal of its founder's image from its marketing, Papa John's Pizza on Thursday is taking the next step in attempting to restore trust in its brand with a TV commercial featuring Shaquille O'Neal. The…

Apr. 8, 2019

Marketing Dive

How brands can score with esports marketing

In the early days of sports marketing, there were multimillion dollar TV spots during the Super Bowl. Then came a collage of logos decorating race cars during the Formula 1, followed by the introduction of ad space on NHL and soccer jerseys.…

Jan. 2, 2019

Marketing Dive

Media spend vs. promotions: why 1 delivers a 35% performance lift

The usual flood of 50%-off sales and buy-one-get-one-free offers is evident now that the holiday season has wrapped up, but a recent study spanning 13 years suggests that promotions may not be as effective as ads as some marketers believe. In the…

Oct. 29, 2018

Marketing Dive

Why advertisers can't take their eyes off the connected TV opportunity

If brands are occasionally finding it difficult to see the long-term future of investing in traditional linear television, the big picture for connected TV might be even blurrier. In August, for example, a report from eMarketer predicted that 60% of…

Oct. 22, 2018

Marketing Dive

How to create memorable experiential campaigns during the holidays

Seven years ago, while hurriedly searching for holiday gifts in London's Westfield Shopping Centre, consumers looked up and noticed an Advent calendar. A really, really big Advent calendar. Digitally projected on the walls inside the mall, the…

Oct. 8, 2018

Marketing Dive

A 2018 holiday marketing guide to data-driven campaigns

Consumers know by now that the moment they begin researching a product online — whether it's something they're buying for themselves or someone else — they're likely to find online ads following them around like the Ghost of Christmas Past well into…

May. 16, 2018

Marketing Dive

Where do marketers draw the line on data targeting as privacy concerns grow?

Ever since revelations surfaced that data from an estimated 87 million Facebook users were passed on to research firm Cambridge Analytica, nervous marketers are wondering how to reduce their chance of running afoul of regulators, consumers and…

Feb. 20, 2018

Marketing Dive

Marketers animate their GIF strategies, but length becomes a conundrum

Having gorged on snackable, short digital content formats like GIFs over the past few years, more brands are chafing against the constraints required by communicating a message in just a few seconds and are experimenting with GIFs running as long as…

Jan. 17, 2018

Marketing Dive

CES 2018 in review: The biggest takeaways for marketers

The Consumer Electronics Show in Las Vegas is traditionally filled with so many gadgets and new technologies that attendees barely know where to look. CES 2018, on the other hand, may wind up being remembered more for what couldn't be seen than what…

Nov. 27, 2017

Marketing Dive

Why influencer marketing has become a moving target

Just before she started making TV appearances to promote her latest album "Unapologetically" last summer, country music star Kelsea Ballerini made an announcement about a change in her social media strategy. "Alright, today is the day that I ditch…

Oct. 23, 2017

Marketing Dive

How National Geographic grew its Snapchat audience by 3M in 3 months

When people think of National Geographic, they probably recall an arresting wildlife photo surrounded by a yellow border on one of the magazine's classic print covers. For Stephanie Atlas and her team, however, an imaginary yellow border now frames…

Sep. 11, 2017

Marketing Dive

How Rent-A-Center leverages its online community for brand decision-making

When Rent-A-Center decided to start a fundraising effort in September encouraging consumers to support food banks, it knew the campaign needed a good name. The final choice of "Fill the Fridge," however, which consumers will see on posters throughout…