Industry Insights
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A Blueprint for Next-Level Partnership Marketing in Global Travel
Leading Edge June 27, 2024The global travel industry steadily navigates impact, recovery, and growth cycles. So, the need for brands to distinguish themselves sustainably runs deeper than a marketing strategy. That focus on differentiation must be core to the travel brand’s business and all its dealings. The strategic utility of B2B partnerships plays right into this mission.
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Gustavo Cecilio of PepsiCo on Multicultural Marketing
Pulse June 27, 2024ANA's Denise McDevitt connects with Multicultural Excellence Awards judge and PepsiCo Foods’ head of multicultural marketing, North America, Gustavo Cecilio.
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Exposing the Waste in Tactless Targeting Efforts
Leading Edge June 26, 2024Consider someone browsing online and being served an advertisement for their own internet provider. The advertisement in question has not reached a prospect, the consumer has no defined action to take and rolls her eyes at the lack of personalization from her provider, and at that moment, the exchange becomes a marketer’s worst fear — a waste of everyone’s time.
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Lessons for Marketers Inspired by Fatherhood
Leading Edge June 26, 2024Open Influence COO and Co-Founder Joey Chowaiki shares the marketing lessons he learned by becoming a father, including understanding what engages young minds, and the importance of authentic connections.
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Honoring Consumers’ Marketing Preferences: The Right Thing to Do
Ethics Issue Alerts June 25, 2024The ANA Center for Ethical Marketing is committed to advancing an ethical marketing ecosystem. Our mission is clear: to promote accountability, protect advertising and marketing freedoms, and build consumer trust. This ethics alert focuses on the need for companies and organizations to instill consumer trust and meet the consumers where they are by honoring their marketing preferences.
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Navigating the Shift: Adapting to a Potential TikTok Ban
Leading Edge June 25, 2024With the looming possibility of a TikTok ban in the United States, businesses heavily reliant on this platform must swiftly and strategically pivot to maintain their competitive edge. As marketers, we need robust strategies for adapting digital marketing efforts to thrive, even in TikTok's potential absence. Let’s jump in.
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Unleashing Creative Data Alchemy: From Taco Bell Nuptials to Walrus Stardom
Pulse June 25, 2024At the inaugural ANA Marketing Technology for Marketers Conference in Orlando, Florida, Marisa Thalberg, the chief marketing and communications officer at United Parks & Resorts shared how the perfect alchemy of marketing technology and imagination unlocks marketing magic.
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The Power of Social Communities: Essential Strategies to Build Brand Engagement
Leading Edge June 24, 2024Programmatic ad buying took off in the 2010s because advertisers and publishers alike realized that audiences were splintering across the long tail of websites. As the monoculture dissolved, it became clear that it was impossible to reach a mass audience with direct buys and homepage takeovers across a dozen websites.
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The Art of Persuasion in the Age of AI
Leading Edge June 21, 2024As marketers, we spend a lot of time discussing the art and science of persuasion. Many of the most successful brands in fact, have built their entire creative process around using behavioral science to create persuasive narratives grounded in human insights.
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The Genius of OREO: Inclusively Everywhere
Pulse June 21, 2024Experiences bond people together and create positive sentiment. One of the most important ways a brand can successfully connect with people is through crafting memorable, inspiring, and engaging experiences, whether through a brand activation in real time, a limited-edition product, or special swag. OREO is a brand that accomplishes each of these objectives in a way that fosters fun, excitement, and inclusivity.
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3 Strategies to Rule Your Cross-Channel Campaigns
Leading Edge June 20, 2024Seeking patterns is considered a distinctly human trait — beyond a part of our learning process, this approach also allows us to utilize our problem-solving ability. However, this behavior in isolation may cause more problems than it solves in a volatile discipline like modern marketing. Given the complex terrain of today’s hyper-connected digital landscape, marketers must embrace a strategic blend of dynamic creativity, data-driven decision-making, and efficient targeting.
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How a Legacy Brand Crafted a Modern Recipe for Success
Pulse June 20, 2024From streamlining operations to enhancing customer experience, Sonny’s BBQ is committed to its growing community by using technology coupled with a touch of southern charm. Peter Frey, Sonny’s chief brand officer shared the brand’s journey to digital transformation at the inaugural ANA Marketing Technology for Marketers Conference.
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Consumer-Centric Spending: Why Your Ads Need to Follow the People
Leading Edge June 18, 2024Almost 75 percent of US ad spending is funneled into online channels according to eMarketer, but that doesn’t necessarily reflect where people actually spend their time or where best to capture their attention. Vistar’s Leslie Lee explains the importance of consumer-centric spending.
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Marketing Lit the Fire of Consumerism: Now We Must Do the Same for Sustainability
Leading Edge June 18, 2024As humanity is poised to overshoot the earth’s replenishable resources for 2024 by August first, marketers must rally around sustainability as they have consumerism in the past.
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The Pros and Cons of the Hype Cycle
Leading Edge June 18, 2024Most marketers are drawn to new things. They enjoy finding new ways to engage with audiences or leveraging new pieces of technology. But is this always a good thing?
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Where Is All That Search Investment Going?
Leading Edge June 18, 2024Digital marketers aren’t new to change, and we’ve seen a lot of it throughout the course of our careers. Once again, the winds of change are blowing strong, and nowhere is this more evident than in the realm of search. For years, Google has reigned supreme as the go-to platform for search advertising, commanding the lion’s share of ad spend. But a big shift is underway, propelled by the rise of consumers performing their searches on social versus traditional search platforms such as Google or Bing.
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The Evolution of Digital Marketing in the Era of AI
Leading Edge June 17, 2024As concerns over data security and consumer privacy continue to grow, marketers are confronted with a unique challenge: how to engage audiences effectively while respecting their privacy and remaining in compliance with regulatory legislation across geographies.
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Why Open Programmatic and CTV May Never Mix
Leading Edge June 17, 2024Programmatic ad buying took off in the 2010s because advertisers and publishers alike realized that audiences were splintering across the long tail of websites. As the monoculture dissolved, it became clear that it was impossible to reach a mass audience with direct buys and homepage takeovers across a dozen websites.
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Marketing to People with Disabilities: Case Studies and Campaigns
Pulse June 14, 2024Marketing to people with disabilities starts with creating content and campaigns that resonate with them using real-life stories and situations. Below are case studies and campaigns that are inclusive to people with disabilities.
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Unpacking Personalization: Martech and Data Insights for SMBs
Budgeting Brilliance June 13, 2024As the impending demise of third-party cookies looms, marketers, particularly those in small-to-medium sized businesses (SMBs), are pivoting towards new data strategies. SMBs stand poised to leverage emerging technologies to meet consumers’ expectations, foster meaningful connections, and thrive in an ever-evolving market.
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