CMO.com speaks to marketing leaders every day. What they tell us helps to inform our global editorial coverage. But another indicator that looms large is what you, the reader, peruse here on the site. That’s what we present below–our most-viewed and most-shared articles from 2016. From fads and trends, to marketing strategy and leadership, to hot channels and platforms, to celebrity-inspired examples of digital prowess, this year’s collection of features, videos, and interviews are sure to inspire as we flip the calendar to 2017.
Top 10 Most-Viewed Articles:
Gotta Catch ’Em All: Big Brands Missing The Pokémon GO Craze
Location-based games enhanced by augmented reality seem poised to grow, which makes them an object of interest for marketers–especially those trying to woo younger consumers.
15 Mind-Blowing Stats About Snapchat
Snapchat is gaining in popularity among younger demographics, who are increasingly turning to the platform to escape their Facebook-fond parents. Could the little white ghost be right for your brand?
Fragmentation In Video Viewing No Laughing Matter For Comedy Central (Video)
The company isn’t joking around when it comes to “being wherever Millennials are looking to laugh,” said Walter Levitt, CMO of Comedy Central.
How Kanye And Adidas ‘Yeezy-Hacked’ The Business Model Of Celebrity Endorsements
Adidas is riding a wave of sneaker- and pop-culture buzz directly and indirectly tied back to Kanye and his Yeezy Boost clothing and shoe line. It’s safe to say this deal has flipped the traditional celebrity brand partnership structure on its head.
Young At Heart: Honda Europe's Jones Drives New Mission
Data may be an ongoing challenge for digital marketers, but one where there are significant rewards when getting it right. This is the view of marketer Jemma Jones, who is Honda’s largest budget holder in Europe.
Costa’s Welch Brews Brand Experiences To Every Customer’s Taste
“I don’t think marketing as a function is changing. What is changing is what customers want and the way you are able to influence them,” says Carol Welch, group brand and innovation director at U.K coffee company Costa.
Four Marketing Leaders Suggest What Trends Matter (Video)
The heads of marketing at Comedy Central and Cirque du Soleil, plus a pair of well-known industry analysts, help distinguish passing fads from long-term customer opportunities.
2016 Holiday Shopping: Up-To-The-Minute Data From ADI
The Adobe Digital Index team has been crunching the numbers since early November, with sales totals and YoY growth patterns across all the dominant channels and platforms.
Beyonce And The Power Of The Moment
Micro-moments are not the end-all-be-all. As Kendrick Lamar and, especially, Beyoncé show, there is still plenty of room for creating spectacular mega-moments that act like sirens, broadcasting with urgency to pull us into their orbits.
Mobile Has Made Its Move-Is Your Strategy Keeping Up?
Traffic on smartphones converts into sales at a much lower rate than on desktop devices and laptops, according to the “Adobe Quarterly Digital Intelligence Briefing on Mobile.”
Top 5 Most-Shared Articles
A Digital Dozen: 12 Traits Of The Truly Creative CMO
Today’s thriving creative CMO looks markedly different today than he or she did 20—or even two—years ago. CMO.com talked to marketing leaders across industries about the attributes creative CMO must possess to succeed in the digital world.
VP Rachel Weiss: Digital Ideas Are The Foundation Of L’Oréal’s New Look
As VP of digital innovation and entrepreneurship, L’Oréal’s Rachel Weiss demonstrates that the beauty brand pays more than just lip(stick) service to the concept.
Out-Of-Home Advertising Experiencing A Renaissance
OOH is poised to thrive in an era of data, analytics, and micro-moments. Here’s a closer look at why the seemingly underappreciated OOH sector is more relevant than ever.
PwC Report: Welcome To The ‘Post-Purchase Funnel World’
CMOs, senior media publishers, and agency execs share their changing priorities, strategies to cope with growing marketing and media complexity, and their expectations for an increasingly converging landscape.
15 Mind-Blowing Stats About Generation Z
While many marketers still struggle to figure out the Millennials, a new generation—Generation Z—is growing up behind the scenes.