Marketing Maestros | Archive

Rethinking Escalating Sponsorship Escalators

Posted: Nov 29, 2021 12:00am ET BY Dan Kozlak

Sponsorship fee escalators come standard with pretty much any multi-year sponsorship agreement. (For those of you less privy to sponsorship contracts, an escalator is an increasing incremental fee charged to the sponsor for each year the sponsorship is active on top of the original base fee.) However, lately, there appears to be a growing trend of properties baking in higher and higher year-over-y ...

How Brand Marketers Should Respond to Supply Chain Uncertainty

Posted: Nov 23, 2021 12:00am ET BY Brent Pero

Amid the health crisis, marketers have had to navigate evolving situations with the supply chain that have created a trickle-down effect. Uncertainty about product inventory has forced constant adaption so that marketing plans accurately reflect what consumers actually buy.

What ANA's 2021 Diversity Report Found

Posted: Nov 23, 2021 12:00am ET BY Bill Duggan

For the fourth consecutive year, ANA and AIMM (the Alliance for Inclusive and Multicultural Marketing) are releasing "A Diversity Report for the Advertising/Marketing Industry." The report examines both ethnic and gender diversity. Our headline is significant: Finally, there has been progress in increasing ethnic diversity in the advertising/marketing industry.

Marketing Automation Cannot Replace Creativity

Posted: Nov 22, 2021 12:00am ET BY Costanza Ghelfi

Marketing will always require a human touch, but the right technology can measure efficacy and optimize creativity to make the biggest and best impact

The Unsung Heroes of an Omnichannel World

Posted: Nov 22, 2021 12:00am ET BY Matthew Deets

Publishers and marketers have been discussing the need to create omnichannel experiences for consumers for more than a decade, but the reality of seamless, consistent transitions from screen to screen and channel to channel has remained elusive for many. At its core, this is a data problem.

Why a Corporate Focus on Diversity and Inclusion Isn’t Enough

Posted: Nov 22, 2021 12:00am ET BY Judy Courtney

Media and marketing organizations are putting a greater emphasis on diversity and inclusion (D&I) initiatives than ever before, but there’s still a long way to go toward rebalancing the industry for a more-equitable future.

Are You a Marketing Double Agent?

Posted: Nov 17, 2021 12:00am ET BY Bruno Gralpois

In the age of transparency and speed, how client /agency relationships can thrive by adopting new means of collaboration and partnerships powered by data.

2021 Holiday Shopping Trends and Stats

Posted: Nov 16, 2021 12:00am ET BY Dwenya Pouncy

It’s everyone’s favorite time of year – prediction season! How will consumers shop this year? Just how overwhelmingly powerful is e-commerce in the second pandemic holiday season? We have those insights and more, all wrapped up and ready to be opened below.

How Brands and Communities Can Save Lives

Posted: Nov 16, 2021 12:00am ET BY Kat Krieger

Marketers discussing “impact,” “statistics,” “signals,” and especially “safety,” are often referring to their path to effective branding. But, as ANA brands who have partnered with Together for Safer Roads (TSR) know, those same words apply to protecting the communities TSR serves.

How D2C Businesses Can Overcome the 2021 Holiday Season’s Supply Chain & Shipping Crisis

Posted: Nov 8, 2021 12:00am ET BY Jenn Choo

Thanks to unprecedented supply chain shortages and an increasingly impossible demand on shipping carriers, 2021 is proving to be a challenging year for D2C businesses that rely on outside vendors and third-party shipping services. Not to mention, media coverage of the aptly named supply chain and shipping “crisis” is causing holiday shoppers to be more on edge than ever before.

Accurate Product Information Is the Foundation of Successful Marketing

Posted: Nov 8, 2021 12:00am ET BY Ceejay S Teku

There’s a clear difference between mediocre marketing and successful marketing. While a variety of factors can influence the outcome of a campaign, it’s in a business’s best interest to take as few risks as possible. To do that means thinking ahead by furnishing a foundation of accurate product information.

How Brands Can Capitalize on the Increasing Mobile Shopping This Holiday Season

Posted: Nov 8, 2021 12:00am ET BY Jim Johnson

Anyone born before the year 2000 likely remembers the holiday shopping experience of the pre-mobile commerce (or even e-commerce) days. Following shoppers back to their car as they exited the mall to claim their parking spot wasn’t considered creepy, queuing in long lines overnight for Black Friday sales was commonplace, and the now ubiquitous smartphone was used primarily for making calls or te ...

Determining the Right Training Mix for Your Marketing Team

Posted: Nov 8, 2021 12:00am ET BY Jerusha Harvey

With the right training, your teams will become more productive, improve business results, and become more engaged. If you’re wondering how to best allocate your marketing training budget in 2022 (assuming you are lucky enough to have a dedicated budget for talent development), there are a few different ways to go about determining the right training mix. Depending on your needs and team cultu ...

Brand Safety Should Be Your Cornerstone

Posted: Nov 4, 2021 12:00am ET BY Van Chappell

Within the realm of partnership marketing, affiliate marketing has matured as a channel in the past 10 years, thanks to greater adoption by performance marketers. Affiliate marketing is a thriving strategic and operationalized ecosystem, with its own dynamics and concerns.

Tracking 'Ghost Demand' This Holiday Will Inform Future Marketing Decisions

Posted: Nov 4, 2021 12:00am ET BY Polly Wong

With the low inventory and supply chain issues many retail brands are currently facing, the ability to fulfill product this holiday season and the potential lost sales has everyone on edge. Quantifying the sales impact, managing inventory, and future merchandise planning are just a few of the challenges brands will have to deal with moving forward.

Why the Global Ad Industry Needs Creative Logistics

Posted: Nov 3, 2021 12:00am ET BY Melinda McLaughlin

Marketers used to brag about their budgets and now it’s the size of their tech stack. Heading into 2022 and beyond, that stack deserves a better foundation.