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Was Account-Based Marketing a Waste of Time?
B2B May 24, 2024After years in which one-to-one account-based marketing (ABM) dominated the market, a majority of B2B firms now deploy at least two types of ABM — whether one-to-one, one-to-few, or one-to-many — while almost a third use all three types, according to a recent study. That's a significant bump from 2017, when just 35 percent of marketers used more than one type of ABM. The numbers may indicate that B2B firms are getting back to the basics to refuel their various ABM initiatives.
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Performance Marketing Versus Branding is a Pointless Debate
Podcast Clips May 24, 2024According to Cigna Group’s Lou Aversano, branding versus performance marketing is a false choice. He explains why in this clip from the Champions of Growth podcast.
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Understanding the Evolving Dynamics of Sports Fandom
Partner Content May 23, 2024How fans cheer on their teams differs from one generation to the next. But one thing that isn't changing is fans' commitment to their teams. Brands that can tap into that loyalty may find a highly receptive consumer base.
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Marketing to Asian Americans
ASK Answers May 23, 2024How can my brand authentically connect with the AAPI community?
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The Risk and Reward of AI in Email
B2C May 22, 2024A vast majority of marketers (87 percent) say they plan to maintain or increase their email marketing investments this year, according to a recent study. Part of that spending will need to go into strengthening their email safeguards amid a growing number of state laws designed to protect consumer privacy online.
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Benefits and Challenges of SEM and SEO
Industry Insights May 21, 2024An advertiser can create and launch an SEM campaign quickly. Tools like Google Ads provide maximum control over every element of a text ad. With the right attention to detail, successful campaigns with specific landing pages and calls to action can drive tremendous growth for businesses. However, depending on how competitive the landscape, costs per click can be high. SEM can often represent the largest line item on a digital marketing budget.
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15 Guidelines for the Use of Principal Media
Industry Insights May 21, 2024Principal media is on the rise. Changes in agency compensation models from marketers as well as pressure from marketers to extend payment terms and "drive media costs down" have led agencies and holding companies to accelerate the use of principal media. Increasingly, advertising agencies are now acting as principals rather than agents.
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Molson Coors Bets on the Big Game with Their Ad
In-House Excellence Awards May 21, 2024Molson Coors created the first-ever Super Bowl ad people could bet on using the DraftKings app. This groundbreaking campaign, featuring a surprise brand reveal, garnered significant engagement and widespread positive sentiment.
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Sharpen Your AI Marketing Skills with ANA's AI Hub
Industry Insights May 20, 2024As artificial intelligence (AI) continues to transform the marketing landscape, marketers need to stay ahead of the curve and leverage the power of AI to drive growth and innovation. AI is a top priority for you and the ANA. As such, we have been prioritizing our mission of providing important and powerful resources to enable members with the tools they need to enhance their AI knowledge and skills.
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Brands as Beacons: The Power of Positive Content in Digital Advertising
Industry Insights May 20, 2024Today’s online experiences have been built on the backs of advertising dollars, and those experiences have become increasingly unpleasant and detrimental to the human condition. Interestingly, this current state of affairs presents an interesting opportunity for leading brands.
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How The Met Drew Young Visitors with Verizon and Roblox
In-House Excellence Awards May 20, 2024To inspire enthusiasm in young people, The Metropolitan Museum of Art partnered with Verizon to create a Roblox avatar collection that brought the metaverse to the museum’s halls.
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How RISE Dispensary Used the War on Drugs to Highlight the Positives of Cannabis Legalization
In-House Excellence Awards May 20, 2024RISE Dispensary turned the past on itself, using Richard Nixon — the father of the War on Drugs — in a new campaign that espoused the positives of cannabis legalization.
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How Kraft Changed Minds About the Word “Moist”
In-House Excellence Awards May 19, 2024To help combat public disdain for the word “moist” — a key feature of its mayonnaise — Kraft created a guerilla-style, mixed media campaign that aimed to make “moist” the Webster Dictionary’s 2023 Word of the Year.
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How Heinz Engaged the Running Community with Custom Run Map
In-House Excellence Awards May 19, 2024With runners turning to its ketchup packets to help fuel their runs, Heinz created a series of routes on popular running apps, showcasing locations where participants could find the brand’s ketchup packets while on the go.
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The New Renaissance: How Aquent Leveraged Classical Paintings to Promote New Research
In-House Excellence Awards May 19, 2024Aquent created a campaign that leveraged updated versions of famous Renaissance paintings — created using AI — to highlight a new report that outlined where marketing and creativity were headed.
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How Audi Let Fans Direct a Brand Film Via Instagram
In-House Excellence Awards May 19, 2024To help send off its popular R8 model, Audi allowed fans to serve as the directors of a farewell film for the car by voting on various creative elements via Instagram Stories.
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Northwell Health Highlights Centenarians in Stellar Cross-Media Holiday Campaign
In-House Excellence Awards May 19, 2024To help its brand stand out during a crowded holiday season, Northwell Health created a campaign that leveraged the powerful stories of centenarians and their plans for the future, inspiring its audience to take their health more seriously in the name of longevity.
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BNY Mellon’s Dynamic Rebrand
In-House Excellence Awards May 18, 2024As BNY Mellon continues to transform as an organization, it was clear the brand had to follow suit — to finally tell a story that embraces both its heritage and vision, and to connect on a deeper level with traditional audiences and the next generation alike.
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Caterpillar Launched Storytelling Campaign for Its Employees
In-House Excellence Awards May 18, 2024Elevating engagement, driving confidence, and building brand awareness of Caterpillar employment opportunities were the three goals that went into developing a campaign focused on authentic storytelling around the priority Employee Value Proposition pillars.
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How This Food Brand Leveraged Gaming
In-House Excellence Awards May 18, 2024Drawing inspiration from the perfectly crisp and craveable texture of its own egg-roll wrappers, Pagoda Snacks created a customized “Crispy Mode” challenge for gamers that appears much like a deep-fried meme. Players who mastered “Crispy Mode” were rewarded with a chance to win a trip to the PGL CS2 Major 2024.
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