Industry Insights
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5 Inspiring Quotes on Brand Expression & Positioning
Pulse August 10, 2022ANA 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 True and Open Partnership: A Warner Bros. Discovery Case Study
Leading Edge August 10, 2022In July ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” In that report, Sebastien Slek, executive director, global sourcing marketing at Warner Bros. Discovery contributed the following case study.
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A Global Marketing Executive's Perspective on Brand Versus Performance Metrics
Pulse August 9, 2022Emily Culp, a global marketing executive, former CMO of Keds, and Board Member at Mizzen + Main and Stio & Cordial, recently sat down with the ANA’s Michael Berberich, Senior Director of Content & Marketing, to discuss her views on brand vs. performance metrics and how marketers can make the right decisions for their brand.
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How Brands Are Fighting Ad Fatigue with New Creative Strategies
Leading Edge August 5, 2022Brands are somewhat obsessed with audience targeting, to the detriment of ad creative. Nielsen has long held that creative is responsible for about half of a campaign’s overall performance, with targeting much lower.
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B2B Going Green
Pulse August 4, 2022If the peril currently faced by the planet was not enough to impress upon marketers the importance of sustainable business practices, they have had that importance underscored for them by one of their industry’s leaders, namely, Marc Pritchard. ANA magazine has quoted the chief brand officer of Procter & Gamble insisting that "marketing is in a state of disruption, and people expect more from brands and companies. They expect us to do good for society and for the planet. Brands really have the opportunity and responsibility to step up and do good — and do so in a way that's good for growth."
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Now Is the Time for Brands to Clean Up Their Ad Supply Chain
Leading Edge August 3, 2022More than halfway through 2022, the world is still feeling the effects of global supply chain issues. These woes are impacting the production of everything from planes to cars to Halloween candy. Every time an industry is hit with supply chain slowdowns, there is a trickle-down effect in ad spend.
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Procurement’s Definition of Value Must Be Maximum Growth and Impact
Leading Edge August 3, 2022Last week ANA released the report, “Procurement 2022: The Good, the Bad, and the Ugly.” One of the most fundamental debates about procurement is their definition of value. Is it lowest cost or maximum growth and impact? In the new report we asked procurement, as well as marketing and agencies, “Please indicate where on the continuum below the marketing procurement group stands in terms of its definition of what constitutes value.”
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How Automation and AI Can Enhance Customer Experience
Leading Edge August 2, 2022Across all industries, most successful companies now rely on artificial intelligence (AI) to streamline their operations. For example, the automation of business processes has enabled companies to perform more tasks in less time, resulting in lower labor costs, increased output, and higher profit margins. At the same time, machine learning and AI-driven analytics have made it possible for organizations to make more informed and effective marketing decisions based on high-level insights pulled from data.
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How to Tailor Your DTC Website to Attract & Convert the Modern Consumer
Leading Edge August 2, 2022As a DTC business, your brand’s website is the very heart of your operations. It introduces prospects to your products, showcases your brand, and keeps your shop up and running 24/7 — no matter where your customers are based.
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The Rise of Retail Media Networks
Leading Edge August 2, 2022Retail media networks (RMNs) are becoming essential to the modern digital marketing landscape. These advertising platforms run on the digital properties of specific stores, allowing brands to reach consumers near the closest point of sale. For example, a brand like Lay’s or Tostitos can leverage a grocery chain’s RMN to advertise to consumers searching for snacks on the retailer’s website or app.
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How D2C Brands Can Leverage Influencers and Affiliate Marketing
Leading Edge August 1, 2022As D2C brands enjoy hyper-growth mode thanks to consumers’ increasingly digital habits, savvy marketers are looking to influencers and affiliate marketers to expand their reach. The key to running a successful campaign, regardless of which method you choose, is simple: design it around your goals and customers, and the results you desire will follow.
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How to Create a Conversion-Boosting Referral Program for Your D2C Brand
Leading Edge August 1, 2022As the D2C space rapidly expands, heating up the competition, many brands are leaning on the power of customer referrals to generate awareness and drive sales. Learn how your business can leverage the enthusiasm of your customers to grow a community of ambassadors who promote your growth by sharing about your D2C brand with their friends, family, colleagues, and social media networks.
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Procurement 2022: The Good, the Bad, and the Ugly
Leading Edge July 29, 2022In 2010, the ANA published a landmark report, “Procurement: The Good, the Bad, and the Ugly.” The work took the pulse of the industry on the state of marketing procurement at that time, and measured practices and perceptions among professionals in three functional areas: procurement/sourcing, marketing/marketing services, and agencies. In 2022, we repeated and built upon that prior research to track progress (or lack thereof). Results were just released!
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How to Create an Incredible AR Advertising Experience
Leading Edge July 28, 2022Advertisers are eager to impress people with incredible experiences on augmented reality (AR.) The real magic of digital channels, from display banners to video to mobile ads, is in the new ways brands can tell a story to connect with an audience. AR is no different and, because it’s billed as an immersive experience, the stakes are particularly high to get AR creative right.
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Integrating Accessibility into Marketing & Tech
Leading Edge July 28, 2022Despite recent progress, there is a long way to go in integrating accessibility into the fabric of the marketing and technology ecosystem. The more we understand about the barriers that come between people with various disabilities and online content, the stronger the moral imperative becomes to intentionally build sites and digital tools that are truly accessible.
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Financial Services Marketing: What to Know
Pulse July 27, 2022Discover how bank and financial services marketing has evolved in recent years. Explore strategies for delivering personalized customer experiences and adapting to changing consumer expectations.
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How Companies Are Responding to the Reversal of Roe v. Wade
Leading Edge July 27, 2022Many companies have responded with initiatives that empower women to advocate for and continue to have access to safe abortions. These efforts include an expansion of travel benefits, work relocation programs, and advocacy related investments.
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How the ANA’s Marketer-Led Initiative Is Progressing
Leading Edge July 21, 2022The ANA’s Cross Media Measurement (CMM) Initiative has made extensive progress over the past year, entering a pivotal – and exciting – stage. In 2021, the ANA began building the framework to answer a critical marketer knowledge gap. Now, with the foundation and planning complete, the ANA’s marketer-led initiative is focused on testing, developing, and optimizing.
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Celebrate National Junk Food Day
Leading Edge July 18, 2022Candy, cookies, and chips sometimes get a bad rap as “empty calories.” Maybe so, but the marketing they inspire is brimful of creativity. As we prepare to celebrate National Junk Food Day on July 21, take a peek at a few of the campaigns used to promote some of the more indulgent snacks in the food pyramid.
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How to Reach Moviegoers This Summer
Leading Edge July 18, 2022Things have been heating up this summer at the box office. Top Gun: Maverick topped the $1 billion mark in global box-office revenue over the course of its five-week run in theaters. It’s not the only film that’s earning the attention of moviegoers – Paramount’s Top Gun was in a dead heat with Warner’s “Elvis” biopic on its opening weekend, and Universal’s Jurassic World: Dominion has also been a top grosser.
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