Marketing Maestros | Archive

A Return to Its Roots: How Engagement Drives Virtual Events

Posted: May 27, 2021 12:00am ET BY Allie Magyar

In some ways, the events industry returned to its roots over the past year. At their core, events are all about bringing people together and fostering new relationships. So it should come as no surprise that organizations rushed to adopt technologies that help bring people together virtually.

Can Clubhouse Be a Viable Marketing Channel?

Posted: May 26, 2021 12:00am ET BY Greg Paull

With excitement building around Clubhouse, marketers are starting to wonder if it’s a viable channel for long-term marketing strategies. Here’s why there’s so much excitement around the app, and what marketers can do to capitalize.

How Marketers Should Reimagine Digital Strategy in a Cookie-less Future

Posted: May 25, 2021 12:00am ET BY Mark Connon

As the advertising industry churns toward an impending date of deprecation of the third-party cookie and Apple follows suit with greater restrictions on their IDFA, it's time for marketers to begin the process of implementing new digital strategies.

Talking Influencer Marketing With Rocket Mortgage’s Casey Hurbis

Posted: May 21, 2021 12:00am ET BY Leah Marshall

At the 2021 ANA Influencer Marketing Conference Presented by TikTok, Casey Hurbis, CMO at Rocket Mortgage, will be sharing how Rocket brought, not just one, but two Super Bowl commercials to life and landed the top two rankings on USA Today's Ad Meter. Casey spoke with the ANA in advance of the event to preview the vision behind the campaign and its outcomes.

4 Questions That Can Help Brands Connect Vision, Purpose and Trust

Posted: May 20, 2021 12:00am ET BY Anne Kawalerski, Michelle Lynn

When purpose drives vision, companies are in a position of strength and can meet customer needs in a way that builds trust. Bloomberg analysis revealed four key questions that brands should explore in order to understand how the factors that define purpose, vision and trust interact to underpin performance.

What Looming Postal Increases Teach Us About The Future of Omnichannel Marketing

Posted: May 19, 2021 12:00am ET BY Britt Vatne

Amid the entire digital revolution in advertising, direct mail has remained a reliable constant for performance-minded marketers. But, unbeknownst to many, the costs of postage are heading toward a steep increase. Its impact on direct mail and the companies that rely on it could be immense.

Things Are Different Now — and That’s Good

Posted: May 18, 2021 12:00am ET BY David Carrel

Innovations designed to help people during the pandemic will have a lasting — and positive — impact on our lives.

Media KPIs That Matter

Posted: May 18, 2021 12:00am ET BY Bill Duggan

The ANA Media Leadership Growth Council was recently established to be a direct counterpart to the CMO Growth Council, with an exclusive focus on media. The group is currently working to establish its growth agenda, and measurement will certainly be an important part of that.

The Purpose Advantage: A Q&A with Barkley’s Jeff Fromm

Posted: May 14, 2021 12:00am ET BY Jerusha Harvey

In his ANA workshop about the power of purpose, Jeff Fromm teaches marketers all about how unlocking your brand’s purpose can help elevate your messaging, forge stronger connections with customers, and attract all-star talent. The ANA’s Jerusha Harvey sat down with Fromm to discuss the principles of purpose marketing and the keys to unlocking a brand’s purpose.

How Virtual Strategies Can Boost Marketing Performance for B2B Enterprises

Posted: May 13, 2021 12:00am ET BY Dmitri Lisitski

It’s no secret that B2B enterprises have lagged behind their B2C counterparts when it comes to embracing digital transformation, but the pandemic-driven surge in remote work has spurred many B2Bs to step-up their adoption of digital marketing and e-commerce. It’s been a positive experience for most, as they’ve discovered the advantages virtual strategies have to offer, especially better ways ...

U.S. Marketers: Meet Mexican Americans

Posted: May 12, 2021 12:00am ET BY Carlos Diaz

Marketers have made strides in reaching Hispanics, but we’re still painting with too broad a brush. As a result, we’ve overlooked the largest Hispanic community: Mexican Americans.

Don’t Guess, Ask: How Quiz Commerce Answers the Challenges of a Cookie-Free World

Posted: May 11, 2021 12:00am ET BY Tom Coburn

Google’s recent Chrome and email ID announcements have put the industry on notice: consumers want greater control over their data, and going forward, brands will need to build their customer journeys around fully privacy-compliant first-party data. That’s there quiz commerce comes in.

Beyond Profit Podcast: A Movement to Protect Our Press

Posted: May 11, 2021 12:00am ET

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Ken Beaulieu welcomes three guests to discuss the state of local journalism and the advent of Protect Our Press: Andrew Graff, CEO at Allen & Gerritsen; Kayvan Salmanpour, chief commercial officer at Boston Globe Media; and Chris Scott, enterprise editor at The Lowell Sun in Lowell, Mass.

The Challenge of Activating Purpose

Posted: May 6, 2021 12:00am ET BY Ken Beaulieu

As more companies look to make a larger impact on society through purpose-driven strategies, they would be wise to heed to the warning of Andrea Brimmer, chief marketing and public relations officer at Ally Financial: “While the potential of brand purpose is game-changing, it’s also a minefield if you get it wrong.”

Nationwide’s Kristi Daraban on Managing Influencer Marketing Program Costs Efficiently

Posted: May 5, 2021 12:00am ET BY Barbie Romero, senior manager of committees and conferences, ANA

The annual ANA Advertising Financial Management Conference is one of the ANA's most dynamic conferences, with a long history and a loyal following. At this year’s conference, Kristi Daraban, associate vice president of social media at Nationwide, will discuss how to balance costs with agencies, influencers, owned and paid media to ensure an effective campaign.

3 Keys to Building a Professional Brand During the WFH Era and Beyond

Posted: May 4, 2021 12:00am ET BY Alyssa Merwin

People of all stripes are reimagining how to build their professional brand, as tens of millions of Americans have been working from home and typically not traveling to get business done. And as we discover (or affirm long-standing beliefs) that work can be performed virtually, the hallmarks of in-person networking have been parked on the edge of the road for the time being.