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Industry Insights

  • Your Attribution Model May Be Data Driven – But It’s Still Not the Right Answer

     Leading Edge   February 1, 2023  

    The concept of attribution had noble and necessary beginnings – entering the marketing landscape like a newly anointed royal ready to wave away our collective blindness to which ads were working and which were not. Even with its rules-based and/or data-driven origins, “attribution” has always been a misnomer. While it’s been a reasonable success in understanding basic ad performance – it is one the greatest distractions of our time.

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  • With More Marketing Data Sources in 2023, Watch Out for These 3 Pitfalls

     Leading Edge   February 1, 2023  

    More data means more insights. At least, that seems to be the presumption behind a recent Salesforce survey of 6,000 marketers about 2023. The research finds that brands are looking to greatly diversify their data sources, from identity data to transactional records. From 10 sources on average in 2021 to 15 in 2022, they anticipate increasing to 18 sources this year.

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  • Retail Media Networks: A Forced Marriage or Perfect Partnership?

     Leading Edge   January 31, 2023  

    Love them or just live with them, there is no debate that retail media networks (RMNs) have had a spectacular rise to prominence. In a relatively short period of time, they have established themselves as the must-have marketing platform for retailers and the must-buy media platform for brands.

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  • 7 Tips for Communicating Brand Purpose

     Pulse   January 30, 2023  

    In a previous installment of Industry Insights, I shared some tips for defining a company’s brand purpose that guests on the Beyond Profit podcast have offered. While that process can be mysterious and daunting, so too can be the process of conveying to the wider world one’s purpose and one’s efforts toward its fulfillment. Fortunately, Beyond Profit has insights to impart on this matter as well, and seven tips offered by guests of the podcast follow below.

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  • Why Performance Is Paramount for Brands in 2023

     Leading Edge   January 30, 2023  

    “Performance Marketing” has had its time as a buzz word, but amid the current economic climate, it’s more important than ever. Consumer behavior has always been unpredictable, particularly in the last few years, and 2023 waters are looking to be quite murky. However, marketers can find clarity in measuring and optimizing performance.

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  • Retailers Require New Resources for Success in the Privacy-Centric World

     Leading Edge   January 27, 2023  

    For the last 20 years, marketers and advertisers have reached their target audiences on terms set by third parties. Google’s vast display networks, enabled by cookies, defined what we knew as digital advertising. Facebook took it one step further maximizing user-submitted, deterministic data, harvesting it for hyper targeting on and off the platform. It was a gold rush of sorts, with entire segments of the industry born out of the indisputable dominance of the two.

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  • 3 Ways Marketers Can Combat Uncertainty and Build Confidence in 2023

     Leading Edge   January 26, 2023  

    What are marketers concerned about right now? Recent discussions I’ve had with CMOs from a range of industries have revealed three consistent themes.

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  • 2023 ANA Policy Preview for Advertisers

     Leading Edge   January 25, 2023  

    The year was 1864, and the Confederate harbor of Mobile Bay was heavily fortified with “torpedoes” (i.e., sea mines). Despite warnings from his crew, Union Admiral David Farragut charged ahead, issuing his famous order, “Damn the torpedoes; full speed ahead,” an act of courage that resulted in his victory. That about sums up what advertisers must do to succeed in the perilous policy waters of 2023.

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  • 9 Tips for Defining Brand Purpose

     Pulse   January 23, 2023  

    Brand purpose has become increasingly critical to how a company differentiates itself, appeals to consumers, and, perhaps most importantly of all, attains a goal loftier than simply making a profit. However, the process of defining a given organization’s unique purpose can be baffling for those undertaking it.

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  • How Inflation Influences Travel Sentiment

     Leading Edge   January 20, 2023  

    As we emerge from the pandemic, it’s only right to assume individuals will be more likely and willing to travel. According to Statista, the travel and tourism market is projected to reach $175.4 billion in 2022 and projected to grow to $211.10 billion by the year 2026. However, in this post-pandemic era, travelers have changed their sentiments drastically when it comes to travel. Trying to generate business based on pre-pandemic data may now be leading brands to target the wrong demographic.

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  • Why the Ad Industry’s KPIs Are Broken

     Leading Edge   January 20, 2023  

    Digital advertising has moved performance to center stage, prompting marketers to consider how to best monitor and measure the effectiveness of their campaigns. Measurement has therefore become one of the most critical aspects of building a successful campaign. However, it has also remained a huge hurdle for the industry despite a wide array of advancements in digital advertising in recent years.

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  • 6 Award-Winning Campaigns Promoting Gender Equality

     Leading Edge   January 18, 2023  

    Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.

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  • ChatGPT: Effects on Search and Usefulness for Marketers

     Pulse   January 18, 2023  

    If your team has been looking for a way to use AI more to support creative strategy, ChatGPT may actually be helpful for you. While it may seem counterintuitive to have an AI chatbot enhance creativity, the technology can help gather data, research, use the dialogue to plan campaigns and meetings, headlines, key words, copy, and images.

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  • Technology Is Transforming Advertising: CES Just Showed Us How

     Leading Edge   January 18, 2023  

    Welcome to the future. The Consumer Electronics Show (CES) is this year’s most influential electronics and technology event. This event brought in over 100,000 attendees and 3,200 exhibitors, representing over 174 different countries.

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  • The Award-Winning Campaigns Highlighting Sustainable Practices

     Pulse   January 17, 2023  

    The 2022 Multicultural Excellence Awards showcase and highlight campaigns that do just this. Below are some award-winning campaigns that shine a light on sustainability practices.

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  • 4 Award-Winning Campaigns That Spoke to People with Disabilities

     Pulse   January 13, 2023  

    Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.

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  • 3 Award-Winning LGBTQ+ Campaigns

     Pulse   January 12, 2023  

    The best ads are ones where people feel included, represented, and part of a larger community. For the LGBTQ+ community, who haven’t been historically included (and have faced discrimination), feeling seen in mainstream media is huge.

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  • How Executives Need to Rethink Brand Strategy

     Leading Edge   January 12, 2023  

    The traditional brand strategy model can rarely keep pace in today's always-volatile business environment that is being driven simultaneously by financial markets, news media, special interests, elected officials, regulators, employees, celebrities, and consumers.

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  • The Importance of Using Multiple Data Sources When Building Direct Mail Audience Lists

     Leading Edge   January 11, 2023  

    More than ever, your potential customers want to be recognized. The challenge lies in identifying just who your best potential customers are, so you can effectively target them with your direct mail campaigns.

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  • 5 Inspiring Quotes for Marketers on Disruption

     Pulse   January 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. Naturally, when ANA members and other top marketers get together, the potential for a great soundbite or two is very high. For this reason, we’ll be collecting and sharing the top quotes from ANA events during each month throughout 2022.

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