Marketing Knowledge Center | ANA

Marketing Knowledge Center

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Industry Insights

Composable Martech: Q&A with Riham El-Lakany of BJC Healthcare

by Cynthia Ramsaran, 16 hours ago

At the upcoming ANA Marketing Technology for Marketers conference, attendees will get an inside look at demystifying composability from Riham El-Lakany, SVP and chief marketing officer at BJC Healthcare. El-Lakany has been at the forefront of major digital transformations, adopting more flexible, best-of-breed solutions to drive marketing innovation and adaptability.

Industry Insights

Is Out-of-Home Media Too Expensive and Does Cost Concern Hinder Results?

by Dr Stephanie Gutnik, 16 hours ago

It can be argued that multiplying a low CPM by the scale and flight duration needed for a specific campaign is what makes OOH a wallet-busting undertaking. I call this “OOH commitment issues.” The commitment to media in the remaining 98 percent of an American marketer’s budget is still higher than that made to OOH, so why the double standard?

Marketing News Quiz

Marketing News Quiz for May 4, 2024

by Andrew Eitelbach, 2 days ago

In this week's marketing news quiz: storytelling in B2B, an up-in-the-air idea from Airbnb, Walmart's new private brand line, and more.

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Ask the Expert Answers

Compendiums based on ANA Member research requests.

Case Studies

Results of award-winning marketing campaigns.

CMO Content

Insights driven by ANA’s CMO Growth Council.

Event Recaps

Summaries of presentations at ANA events.

Industry Insights

Blog posts written by ANA staff and outside contributors.

Knowledge Partners

Third-party content submitted by agencies and brands.

Money Slides

The best slides from presentations at ANA events.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

Research Studies

Proprietary current practices and attitudes of marketers.

Training Takeaways

Career-critical insights drawn from expert-led trainings.

Videos

ANA's library of replays, highlights, and original video content.

ASK Answers

Compendiums based on ANA member research requests.

Nonprofit Fundraising

1 week ago

How can nonprofits successfully raise funds for their organization?

Influencer Marketing

1 week ago

What is the state of influencer marketing, and how can I best leverage influencers?

Case Studies

Results of ANA Award-winning marketing campaigns.

How a Binge Worthy Drama Drove Gen Z Gym Memberships

6 days ago

“On this Repisode of High School Summer Pass” is a free gym promo disguised as a bingeable teen drama that lived on the same platforms as generation Z, positioning Planet Fitness as a place they belong.

Invisalign’s Movie Trailers Juxtapose the Benefits of its Aligners to the Discomfort of Braces

6 days ago

To position the brand as the hero that keeps teens drama-free, Invisalign created #InvisIsDramaFree 2023 — a series of fake movie trailers emphasizing the daily hassles and visceral discomfort of braces juxtaposed against the benefits of the brands clear aligners.

McDonald’s Host Grimace's Birthday to Engage Gen Z Consumers

6 days ago

McDonald’s harnessed the power of one of its most iconic characters and social media to modernized its nostalgic McDonald’s Birthday experience.

CMO Content

Insights driven by the ANA's Global CMO Growth Council.

A Definitive Guide for CEOs and CMOs to Jointly Unlock Growth from Marketing

2 weeks ago

This study, developed in partnership with McKinsey, provides a new perspective for unlocking marketing-driven growth - and has implications for CEOs, executive committees, C-Suites, and chief marketers.

IRG Impact Study Findings: Driving More Humanized Growth

4 months ago

In 2023, the Global CMO Growth undertook an important research initiative with Oxford University and the Institute for Real Growth to help elevate how the business community understands and values marketing, brand building, and creativity in driving growth.

2023 ANA Global CMO Growth Summit Recap

5 months ago

The ANA Global CMO Growth Summit provided opportunities for CMO delegates to incorporate best practices into their individual company’s growth strategies and, importantly, to gain consensus on leadership initiatives that will strengthen the marketing ecosystem.

Industry Insights

Blog posts written by ANA staff and outside contributors.

Event Recaps

Summaries of presentations at ANA conferences and committee meetings.

AI and the Evolution of Search: How Brands Can Adapt to a Transforming Landscape

5 days ago

AI is impacting every facet of our lives and how we search is no exception. Discover how to prepare your brand for the biggest shift since mobile as generative AI leads to new search trends just like smartphones led to an explosion in people searching for things “near me.”

Beyond Age and Gender: Navigating the Era of Advanced Audiences

5 days ago

In this session, Nielsen’s Matt Devitt focused on how the company has evolved its existing data-driven-linear strategy to a cross-platform advanced audience product suite underpinned by unique identity platforms, big data, and robust first and third-party audience integrations.

From Pixels to Picassos: Exploration of the Impact of Ad Creative on Ad Delivery and Considerations for Measurement

5 days ago

In this discussion, get an overview of the role that ad creative experiences play in many auction-based environments as well as practical considerations for conducting rigorous creative experimentation on major digital platforms.

Knowledge Partners

Third-party content submitted by agencies and brands.

The Marketer’s Guide to OTT and CTV

3 days ago

The growth and evolution of OTT and CTV offer brands new and exciting opportunities to reach and engage their target audience. This guide offers a foundational introduction to OTT and CTV that will give you a competitive edge.

Reassessing Purpose as Society’s Expectations for Business Rise

5 days ago

The Internationalist and ANA’s Center for Brand Purpose conducted a survey in February 2024 that asked respondents ten questions about their sentiments on the evolution of purpose in a tumultuous year. These results help shape action taken as part of the Marketing Makes a World of Difference initiative.

What’s Breaking the News? A Fresh Look at Experience Perceptions of the Media Industry

by Emma Lewis, 6 days ago

Siegel+Gale’s Emma Lewis analyzed the firm’s latest World’s Simplest Brands study and shared the perceived simplicity and complexity of the media/news industry among consumers.

Money Slides

The best standalone PowerPoint slides from presentations at ANA events.

Each Generation's Preferred Method of Receiving Offers, by the Numbers

1 week ago

Media and marketing agency Vericast shares data of the modes of communication through which generation Z, millennials, generation x, and baby boomers most prefer to receive offers.

Marketers' Attitudes Toward Brand Purpose

1 week ago

Deborah Malone of The Internationalist shares survey data that illuminates the relative importance that marketers assign to brand purpose and the ways in which they bring it to life in their organizations.

The Role of the Brief in Enabling Creativity

1 week ago

Survey results shared by the ANA and industry partners quantify the percentage of B2C and B2B agencies and clients who deem a tight brief with clear objectives to be the No. 1 enabler of creativity in their working relationships.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

E-commerce Quick Win Package

1 month ago

ANA's E-commerce Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when activating and growing ecommerce at your company.

E-commerce Cheat Sheet

1 month ago

Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.

E-commerce Checklist

1 month ago

Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.

ABM Strategy Playbook

2 months ago

Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.

Research Studies

Proprietary current practices and attitudes of marketers.

Decoding Compensation Models and Implementing the Right Model

3 weeks ago

This executive-level guide is a joint initiative from the ANA and the 4A’s that outlines commonly used compensation models and provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model.

ANA Collection of Summary Reports on Artificial Intelligence

3 weeks ago

The ANA presents a collection of 18 AI research reports that most closely align with the interests of marketers, summarized with key takeaways.

2024 ANA LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights

1 month ago

The 2024 ANA LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. With 55 percent of advertisers engaging in LGBTQ+-inclusive marketing, the survey and report highlight a significant shift towards inclusivity.

Training Takeaways

Get smarter at a glance with career-critical insights drawn from expert-led trainings.

Aligning the Customer Journey to Goals: Lead Gen Versus Retention

2 months ago

The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.

Four Tips for Finding Your Most Valuable Direct Mail Audience

2 months ago

To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.

Three Advantages of Direct Mail Retargeting Technology

2 months ago

Direct mail retargeting delivers multiple touchpoint opportunities for customers who have engaged with your brand. This technology provides consistency across touchpoints as customers consider and evaluate decisions while navigating their path to purchase. Adopting this approach offers marketers three key advantages as “front-end” activity triggers valuable responses on the back end of the technology.

Videos

A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.

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Blogs

Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.


Marketing Futures

With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.


ANA Magazine

Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.


Podcasts

Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.

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