Chris Warren

The advertising industry, which is a major contributor to rising greenhouse gas emissions through digital advertising, has a growing role in reducing carbon levels and fostering sustainability.

The decline in corporate partnerships with nonprofits raises major questions for marketers: What are the challenges and barriers to forging mutually beneficial partnerships? How can negotiations be simplified? And do guaranteed partnership minimums need to be discarded? Answering those questions will be crucial for nonprofits that want to stay solvent, cultivate deeper relationships with donors, and boost their visibility.

Business marketers could be forgiven for thinking that B2B publications born of the analog age had been left for roadkill by the internet and social media. But amid the ongoing atomization of media, trade publications have held their own and continue to provide B2B marketers with a way to connect with senior executives and major decision-makers.

Brand advertisers are scrambling to partner with the expanding number of women's sports leagues, including the WNBA, the Professional Women's Hockey League, and the National Women's Soccer League. The field presents growing opportunities for marketers, what with women's elite sports expected to generate more than $1 billion in revenue for the first time in 2024, a 300 percent spike from 2021.

The number of retail media networks is proliferating rapidly, with companies ranging from Chase to United Airlines getting in on the act. Are there enough ad dollars to go around?

Pickleball tops a growing roster of niche sports that are attracting legions of fans, with a smorgasbord of games for advertisers to tap into. The appeal to marketers is twofold: affordability and the opportunity to integrate a brand into the consumer experience.

Though the fundraising environment is challenging for nonprofits, many environmental organizations have embraced new strategies and tools that help them forge the strong donor relationships necessary to bring in funds to pursue their important work.

Eager to align their ad dollars into more mainstream programming, a growing number of B2B companies are boosting their marketing spending on sponsorships for popular sports events as well as influencers with niche yet loyal audiences online.

Bari Komitee, VP of B2B marketing at New York Times Advertising, talks about the consumerization of B2B advertising, why games are an increasingly useful tool to reach decision-makers, and the meaningless distinction between personal and business lives.

Attendance at B2B in-person events has returned to pre-pandemic levels, but marketers face a significantly changed landscape for live events and conferences.

Change management — rather than a reduced emphasis on marketing — may explain why some top brands continue to get rid of the CMO role altogether. But new technology — like artificial intelligence — may be able to help improve the role's value as chief marketers feel the squeeze.