Industry Insights
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Why Brands Need a Culture Stack
Leading Edge September 12, 2023Today, great brands are built through experiences people love at the speed people live. Brands must penetrate culture and harness data through marketing technology to create an amazing omnichannel experience.
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How to Hold Creative Accountable for ROI
Leading Edge September 11, 2023No matter where you look, creative is proven to be the biggest driver of ROI. Marketers know this, but even as creative drives half of ROI, many marketers seem unable to measure and fix it. This “creative conundrum” is holding brands back from higher campaign effectiveness. The reasons behind the conundrum are numerous, but luckily, there are solutions available today that smart advertisers are using to drive major improvements.
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The B2B Companies Creating Better Energy Efficiency and Sustainability
Pulse September 11, 2023Reducing energy consumption and promoting more sustainable business practices and production methods are just a few ways companies can fight climate change. While mitigating climate change can feel like a challenge and can’t be done quickly by one company or industry, it is important for companies to realize the influence and power they do hold — and make the changes they can.
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Building Trust: Combating Deinfluencing Through Authenticity
Leading Edge September 8, 2023Influencers are an effective way for increasing brand awareness, even if there are caveats marketers should be aware of. The right influencer can hand-deliver your brand to an entirely new audience, while the wrong influencer can hamper your growth.
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Direct Mail Marketing Strategy: 3 Proven Tips for Success
Leading Edge September 7, 2023Discover the value of direct mail marketing, harnessing 3 proven strategies for success: personalization, multi-channel integration, and targeted segmentation.
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Observing Hispanic Heritage Month
Pulse September 7, 2023The period from September 15th to October 15th is Hispanic Heritage Month, a time for celebrating, with a special attentiveness, the achievements of Hispanics and for elevating the causes that are most important to their communities. Of course, this isn’t work that can be confined to a single month, and, in recognition of that fact, the 2022 Multicultural Excellence Awards honored marketing to and on behalf of the Hispanic community that took place across the year.
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Prove Your B2B Marketing Worth Through Data
Leading Edge September 6, 2023In a recent survey of B2B marketers, Anteriad uncovered a group we call "data heroes,” marketers who are using the right data to convert audiences into customers, and they have the analytics to prove it. At every stage of their marketing strategy, they’ve employed data to help them be more precise and more relevant, and to measure their results.
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AI Partnerships: Looking Beyond the Creative Unions
Leading Edge September 5, 2023There is a huge amount of excitement surrounding the latest marketing fixation, AI, and for good reason. It offers a wealth of opportunity, from simple fact-finding hacks through to content creation, most of which professionals are only just beginning to realize.
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Mike Nelson, VP of Marketing at Martin Guitars, Talks Legacy & Reinvention
Leading Edge September 5, 2023Martin’s legacy is an incredible asset, but it is also daunting. One of the most challenging aspects of the job is to make sure we stay true to the heritage, while moving the brand forward to maintain relevance. Plus, there are millions of devoted fans - some of whom have had a Martin guitar passed down through their family for generations - who are also are also stewards of the brand, helping to keep us honest.
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Effective Marketing Triggers for Retailers
Leading Edge September 1, 2023Retailers know by now that an abandoned shopping cart (AC) is an important trigger to incorporate into a multichannel marketing strategy. It takes a decent amount of effort for someone to visit a retail site, browse and add an item to their cart, yet the average cart abandonment rate is an incredible 70 percent, according to Baymard Institute. A well-timed email can be enough to nudge many of them to buy - with AC email conversion rates in the double digits.
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10 Email Marketing Segmentation Strategies
Leading Edge August 31, 2023Effective email marketing goes beyond sending generic messages to your entire subscriber list. To maximize engagement and conversions, it’s crucial to segment your audience to deliver personalized content.
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How to Combat "Made for Advertising" Sites
Leading Edge August 31, 2023In June, the ANA released a preview of its Programmatic Transparency Study, which reported that 15 percent of advertiser budgets are going to garbage sites. We are 20 years into this thing, so why does this keep happening?
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3 Ways for B2B Marketers to Engage with Gen Z
Leading Edge August 30, 2023Generation Z: They’re different from you and me. The more than 68 million people aged 11 to 26 who make up 20 percent of the U.S. population are pre-teens, teens, and young adults who have been shaped by a changing and challenging world. They have witnessed innovations in technology, unforeseen health and economic conditions, geopolitical uncertainty, and climate issues that they accept as an existential threat and want to address.
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5 Brands Successfully Marketing to Parents
Pulse August 29, 2023Not every family looks the same. Here are five brands who've excelled at reaching different kinds of families.
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AI in Direct Mail Marketing
Leading Edge August 28, 2023The concept of AI goes back more than 70 years. It is considered a general term for complex computing. In 2017, Gartner Group predicted that 87 percent of AI projects would never generate any ROI. Their estimates have continued to suggest 50 percent failure in the report, Gartner Predicts Half of Finance AI Projects Will Be Delayed or Cancelled By 2024. (Gartner Predicts Half of Finance AI Projects Will Be Delayed or Cancelled By 2024).
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Maximizing Your Instagram Strategy with Insights
Leading Edge August 25, 2023Growing an Instagram following can be a tricky business; success feels like luck and some of your best posts go un-hearted. But if your literal business depends on getting more eyes on your ‘gram, it’s easy to get discouraged when your efforts go unnoticed.
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Email Marketing Automation: Tips and Strategies for Success
Leading Edge August 24, 2023As technology and customer expectations continue to evolve, embracing email marketing automation is no longer just an option but a strategic imperative for brands looking to stay ahead in the digital landscape.
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How Marketers Can Fight Ad Fraud to Drive Results
Leading Edge August 24, 2023The first look of the Association of National Advertisers (ANA) Programmatic Media Supply Chain Transparency Study found brands may be wasting much of their programmatic advertising campaign budgets on low-quality or fraudulent media.
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It’s Not About Personalization — It’s About Being Personal
Leading Edge August 23, 2023We have all heard the statistics that show that B2B customer experiences are lagging behind. Sixty-two percent of buyers feel that B2B advertising is too vague to be relevant to their business, while 64 percent feel that ads don’t always demonstrate a good understanding of their organization’s problems. The answer the industry is telling us is that personalization is key. B2B is the new B2C, with personalized experiences being the critical door-opener to success.
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ANA Ethics Compliance Report, January — June 2023
Ethics Issue Alerts August 22, 2023The ANA recently released the latest edition of its Ethics Compliance Report, covering January through June of 2023.
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