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Industry Insights

  • 3 Practical Tips for Unlocking Programmatic’s Potential in 2024

    Leading Edge   November 17, 2023  

    With 2024 on the horizon, the challenges presented by the market’s unhealthy addiction to cookies and the limitations posed by misguided investments in walled gardens like Google and Meta have shifted from constant chatter to clear and present danger for those who have not shifted practices to hit their goals. The good news? The gaps that will increasingly prevent those invested in programmatic from reaching their full potential are evident and addressable.

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  • Data Principles That Could Help Brands Regain Trust with Consumers

     Leading Edge   November 17, 2023  

    Three principles are crucial in changing ad experiences for people. The first is what I call Less is More. Over time, we have allowed the Big Data approach to guide our thinking. Big Data is data led and looks for insights without any assumptions. Prior to that the approach was based on hypothesis testing; it still exists but our data strategies are led by the Big Data approach. The Big Data approach works with volume; hence the focus of most organizations has been on collation of data and investment in infrastructure to process these large datasets.

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  • The Power of Niche Marketing for Small B2B Businesses

     Leading Edge   November 16, 2023  

    Niche marketing can be the game-changer for your small B2B business with many benefits including a higher return on investment (ROI) and more personalized customer interactions. In this article, we'll look at real-life examples of successful niche marketing, and offer actionable tips to help you identify and reach your own niche market effectively.

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  • These Industry Leaders Will Lead Discussion on DEIB, Branding & Technology

     Leading Edge   November 16, 2023  

    Extreme industry-wide demand for talent development prompts the launch of ANA’s latest Global Day of Learning - with participants from around the world. The ANA's Global CMO Growth Council will hold its fifth and final Global Day of Learning in 2023 to offer master class-level insights, innovations, and best practices from leading marketing experts around the world. Global Day of Learning is available at no cost to anyone in the marketing industry, including interns, students and professors.

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  • Winning Gen Z Hearts: 15 Tips to Rock Your Marketing

     Leading Edge   November 16, 2023  

    By 2025, 85 million U.S. customers will be in the gen Z age group, according to MarketSplash. Gen Zers, born between 1997 and 2012, is a generation that’s reshaping the rules of engagement between brands and their audience. Born into a world of smartphones, social media, and instant connectivity, these digital natives approach shopping and brand interactions in unique and innovative ways.

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  • How AIMM Is Helping Foster Inclusivity in Front & Behind the Camera

     Pulse   November 15, 2023  

    AIMM explores its impact on driving multicultural marketing and investment, its pledge for systemic interventions, and resources and tools its providing marketers and suppliers to advance diversity across the marketing ecosystem.

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  • Why Omnichannel Creative Is the Future of Advertising Effectiveness

     Leading Edge   November 15, 2023  

    As advertisers grapple with the phasing out of essential signals like Mobile Ad IDs (MAIDs) and third-party browser cookies, a renewed emphasis on creative optimization becomes inevitable. To harness this burgeoning opportunity, brands are required to use creative management platforms that not only offer omnichannel support but are also attuned to emerging formats and the impending elimination of cookies.

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  • Concerns Around Automation and AI

     Pulse   November 14, 2023  

    While AI holds many promising capabilities to enhance the marketing function, there are clear causes for concern if AI is deployed irresponsibly. R3’s Craig Stein joined the Marketing Futures Podcast to discuss.

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  • How to Move the Privacy Needle Without Really Trying

     Leading Edge   November 14, 2023  

    Many organizations have adapted to a privacy-centric world by addressing several fundamental aspects of consumer data privacy, including cookie notices, privacy policies, and managing complaints. Focus has often been on the first State regulations in the U.S.: the California Consumer Privacy Act and the California Privacy Rights Act.

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  • What Fashion Marketers Need to Consider When Expanding Their Affiliate Programs Internationally

     Leading Edge   November 14, 2023  

    As so many companies can attest, affiliate and partner marketing programs can generate tremendous ROI and serve as a core monetization method within a company’s broader portfolio. One way to make the most of this opportunity is to expand such efforts in a multinational capacity. This global orientation is especially useful for the aspirational fashion marketer — namely those inclined to follow the playbook of luxury brands who’ve gone all in on partnership marketing.

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  • The Simple Question That Gives Your Brand a Competitive Advantage

     Leading Edge   November 13, 2023  

    From one industry to the next, there’s no question that business success relies on innovation. Innovation grows a business, and helps it stay ahead of the competition. While many marketers begin their quest for innovation by asking “what,” more and more of today’s highly successful businesses are the result of those asking “how?” Their objective is to identify ways to change up how consumers do things – the stuff of daily life – to make these activities easier, more convenient, or better.

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  • Addressable Advertising: A Guide to Political Advertising in 2024

    Leading Edge   November 10, 2023  

    When then-presidential candidate Eisenhower broadcast the first political ad spot campaign in 1952, it marked the beginning of television’s reign as the go-to advertising medium for reaching key voters en masse. While “I Like Ike” may be catchy, the traditional TV media landscape that helped Eisenhower clinch the White House is now long gone.

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  • How Brands Can Ensure Future Success

     Pulse   November 10, 2023  

    ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

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  • A Guide to Marketing Attribution

     Leading Edge   November 9, 2023  

    Marketers understand today’s consumers don’t follow a linear path to purchase. They might discover your product through a Facebook ad, read reviews on a third-party website, click on a Google Ad, and finally make a purchase after receiving a promotional email.

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  • How to Plan a Successful Mobile Tour on a Tight Budget

     Leading Edge   November 9, 2023  

    Inflation is hitting all of us hard, which means marketing departments must do more with less. This is exactly why mobile tours are a great method of experiential marketing, one that reuses assets, hits a wide audience, and forms a personal connection with consumers across your route.

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  • Capturing the Next Wave: Engage Younger Tax Filers with Video Advertising

     Leading Edge   November 8, 2023  

    The tax landscape in the U.S. has evolved over recent years – technology and regulatory developments have converged, creating more opportunity than ever for taxpayers to feel empowered in filing independently. We have seen the integration of automation and artificial intelligence (AI) help create digital platforms that provide a convenient and efficient way for individuals to navigate the complex world of tax regulations.

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  • Hybrid Work Model Is "Happy Medium" for Employees & Employers

     Pulse   November 8, 2023  

    Robert Half's recent research has revealed that the hybrid workplace model is the most popular choice for both U.S. managers and employees; the hybrid model is exactly what it sounds like, a balance between remote work and in-office connection. For managers and employees, it's a compromise between both extremes and can enable people to find balance and thrive as it can offer flexible hours, remote days, and team development.

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  • AI 101: The Challenges and Opportunities

    Pulse   November 7, 2023  

    R3’s Craig Stein joined the Marketing Futures Podcast to break down the primary challenges and opportunities AI brings to the marketing spectrum.

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  • The AI Wave Has Creatives Drowning in “What Now?”

     Leading Edge   November 7, 2023  

    The question of where AI fits in the creative world has spiked a fever – a frenzy of curiosity for performance marketers everywhere. But this open question chews at the professional mind geared for performance, especially when it comes to imagining the future of jobs and how people actually work.

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  • Preserving Brand Authenticity Amid Generative-AI Powered Misinformation

     Leading Edge   November 6, 2023  

    Lately, it seems, misinformation is as pervasive as the web devices we use; generative AI has become both a facilitator and a combatant in the ongoing information wars. As the U.S. gears up for the 2024 elections, the risk of AI-fueled misinformation looms larger than ever.

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