Industry Insights
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The Future of Marketing Belongs to Consumers
Leading Edge January 21, 2022This is a pivotal moment in marketing. Today’s consumers have an increasingly sophisticated relationship with brands and digital content. They don’t take what companies say at face value, instead evaluating their behavior across multiple channels — and they have a nuanced understanding of the tradeoffs they face. For example, they may want personalized offers but may be loath to share their data unless they have complete control.
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The New World of Computer Vision
Leading Edge January 20, 2022Imagine watching the NBA Finals – Game 5. LeBron James is on the court driving to score mid-air with seconds left. He shoots and is fouled. Moments later, millions of eyes are on LeBron’s face as he stands on the line with a chance to score for the Lakers and win the game. Time slows to the pace of anticipation. His focus is our focus, his vision is our vision.
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4 Privacy-Minded Predictions for Data-Based Marketing in 2022
Leading Edge January 19, 2022Financial analysts are hopeful the economy will reach near or full recovery by the end of this year. Such news is music to the ears of retail, restaurant, grocery and gasoline marketers, who will be looking to not only lift sales but also increasingly adapt to a privacy-led world.
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Your Ad Frequency Is Driving Me Insane
Pulse January 19, 2022With the pandemic cresting yet another wave, I spent the 2021 holiday season mostly at home in my Brooklyn apartment, avoiding people and resuming many of the habits that got me through the early days of COVID-19 when we were all locked down.
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Marketing to Generation Alpha, the Newest and Youngest Cohort
Pulse January 13, 2022The new kids on the block are generation Alpha, kids born after 2010 to predominantly millennial parents. Following their gen Z predecessor’s footsteps, they are already heavily immersed within the digital world and were born with screens all around them. The resources here discuss some of the ways CX will evolve in 2022.
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Marketing and Protecting Children
Ethics Issue Alerts January 11, 2022This ethics update focuses on the pitfalls to avoid when marketing to children as well as provides you with key tips for how to do so in an effective, respectful, and safe manner.
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Supply Chain Woes Shed Light on Transactional Email Opportunities
Leading Edge January 11, 2022How many times have you bought something online only for it to be delayed, and then not received up-to-date information from the retailer?
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ESG Industry Insights: Media & Entertainment
Leading Edge January 3, 2022Swayable has surveyed over 140,000 U.S. consumers since April to find out what they really think about more than 400 top U.S. brand’s ESG performance. The media and entertainment industry displays stronger differences in ESG scores from urbanization and region than other industries.
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Let’s Talk About CX: Trends in Customer Experience for 2022
Pulse December 17, 2021Last month's Pulse discussed Customer Data Platforms to manage the myriad data marketers will need to collect post-cookie. It begs the question, though: If you can't deliver an exceptional customer experience in a highly competitive world, will you even need a CDP? If you can't delight your customers, then the rest is moot; the keys to all success across a marketing organization start and end with the end-user: the consumer. The resources here discuss some of the ways CX will evolve in 2022.
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iOS 15: Apple Pushes Consumer Privacy Further with Email Protection
Pulse December 16, 2021Apple announced earlier this year that with the update to their operating system with iOS 14, consumers would have more control over the information that apps could track via the IDFA (we explored the effect this would have on marketers here). Now with the announcement of iOS 15, Apple is putting yet more control in the hands of consumers by extending privacy protection to email and other often-used services on all their devices.
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Marketers in the Metaverse of Madness: VR, Crypto, Communities, Gaming, E-Commerce, and More Converge
Pulse December 16, 2021The resources collected here explore just what the metaverse entails, how brands can take advantage of them, and some examples of marketers who have already dipped their toe in these unchartered waters.
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10 Tactics to Authentically Launch Your Brand’s LGBTQ+ Marketing
Leading Edge December 15, 2021Earlier this week, the ANA released the results from the first LGBTQ+ Marketing Inclusion survey as part of a report on LGBTQ+ Marketing Inclusion, including best practices. The survey results are overall positive with half of respondents stating that had at least one ad that featured an identifiable LGBTQ+ community member in the past year. However, the survey results showed that there is still hesitation from brands to embrace inclusive marketing. Moreover, that hesitation could be hindering brand growth.
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Consumers Want Companies to Be More Empathetic, Study Shows
Pulse December 15, 2021People crave empathy — and yet the digital and marketing landscape could be doing a much more effective job of fostering it and creating an environment where people feel seen, heard, and connected. As Jeff Tan and Brad Alperin of Dentsu International USA stated, “Radical empathy is more important than any technology. By thinking foremost about human needs, brands have the opportunity to truly innovate.”
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ANA 2021 Marketing Word of the Year: Diversity
Leading Edge December 6, 2021Since 2014, the ANA has surveyed its members to identify the marketing word of the year. The 2021 winner is “Diversity.”
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A Customer Data Platform to Rule Them All: How Marketers Can Manage Data Using a CDP
Pulse November 29, 2021With the eventual and final phase out of the third-party cookie, marketers will need to rely on the data they can collect directly from consumers. This first- and -zero-party data will come from a multitude of sources and, if not managed properly, can end up as a disorganized, in-actionable mess.
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8 Inspiring Quotes from Marketing Leader John Durham
Leading Edge November 18, 2021This was just one of the 2,874 social-media musings of John Durham, a leading voice in the digital marketing and advertising industry who passed away November 16, 2021 at the age of 70.
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Health, Like Our Salvation, Is Up to Us (with Some Help from Tech)
Leading Edge November 12, 2021Before COVID 19, getting health care meant physically going to the doctor or a hospital. However, advances in digital technology not only allow patients to receive health care remotely, but to take more control in their health overall. What does this transformation mean outside of the industry, particularly for marketers?
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Protecting Older Consumers: Role of Self-Regulation in Sweepstakes and Prize Promotions
Ethics Issue Alerts November 1, 2021Older consumers rule the marketing landscape in many ways. But as we market to them, areas of concern continue to arise. This ethics update focuses on best practices to employ in sweepstakes and prize promotions to protect the vulnerable — our older and/or mentally impaired Americans.
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Frito Lay's Perspective on Building Community Through Multicultural Marketing
Leading Edge October 7, 2021Marissa Solis, Senior Vice President Marketing and Media at Frito Lay North America, will be a keynote speaker at the ANA's Multicultural Marketing and Diversity Conference, to be held October 24-26 in San Diego. Marissa shared her thoughts on the importance of multicultural marketing with ANA Senior Director Gena Casciano in advance of the conference.
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Hiring Trends Marketers Need to Know for 2022
Leading Edge October 5, 2021According to Robert Half's latest Salary Guide, 49 percent of employees feel underpaid; this fact does not necessarily bode well for organizations who want to retain top talent.
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