Industry Insights | Marketing Knowledge Center

Building Trust: Combating Deinfluencing Through Authenticity

Leading Edge September 8, 2023

Influencers 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, 2023

Discover 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, 2023

The 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, 2023

In 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, 2023

There 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, 2023

Martin’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, 2023

Retailers 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, 2023

Effective 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, 2023

In 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, 2023

Generation 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, 2023

Not 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, 2023

The 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, 2023

Growing 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, 2023

As 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, 2023

The 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, 2023

We 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, 2023

The ANA recently released the latest edition of its Ethics Compliance Report, covering January through June of 2023.

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The Coolest & Most Unique Award-Winning Smarties Campaigns

Pulse August 22, 2023

Sometimes, you see a commercial or video clip that warms your heart, makes you laugh, brings tears to your eyes, and/or may feel like a punch to the gut. Sometimes, all these things happen at the same time. Portraying real people and their stories, or highlighting an underrepresented perspective or issue, can change people’s lives.

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David Baldwin, Co-Founder of Ponysaurus Brewing, Talks Brand Purpose

Leading Edge August 21, 2023

As emerging media and marketing channels continue to explode, it is paramount for brands to curate authentic and engaging ways to connect with audiences. Observing audience behavior and cultural trends demands more agile marketing and begs the question: How can marketers ensure their brands are showing up at the right time, in the right place, and on-tone in this evolving climate?

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Nostalgia Marketing: A Powerful Source of Emotion

Pulse August 21, 2023

Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it’s unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences, and media.

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