Industry Insights
-
Which Minorities Do We Forget When We Say 'Multicultural'?
Pulse January 27, 2022In 2021, the ANA’s Multicultural Excellence Awards added a new category, recognizing important work in marketing to “Rising Multicultural Segments.” The inaugural winners in the category highlighted the power of marketing to reach a wide variety of communities, elevating representations of their members and even contributing to their bodily safety.
view -
How to Master Streaming TV
Leading Edge January 25, 2022Streaming TV’s meteoric rise has taken the marketing world by storm. From jaw dropping shifts in consumer behavior, huge investments from technology firms and media sellers, to streaming TV inventory has become the hot ticket item for advertisers and agencies alike.
view -
My Agencies Drive Me Crazy and I Can’t Help Myself
Leading Edge January 25, 2022What is it about the relationships we need most that are sometimes the most difficult? Your agency partners are critical to driving your business, so why is it so hard to work together?
view -
2022 Marketing Cloud Best Practices
Leading Edge January 24, 2022For modern marketing teams, the key to success lies within the ability to rapidly adapt to change. The past two years have put the agility of the marketing team to the test with the constant evolution of technology and the warp-speed pivots incited by the endemic era.
view -
4 Tips for Converting Seasonal Shoppers
Leading Edge January 24, 2022After the hustle and bustle of the holiday season, the first few months of the new year can be a challenging time for retail marketers. You’ve just spent significant time and effort getting customers to buy, and hopefully your strategies have paid off with strong sales.
view -
How to Leverage Automation to Negate the Impact of the Great Resignation
Leading Edge January 24, 2022Today's employees are seeking positions that allow them to not only work remotely but also work efficiently. That is where automation comes into play.
view -
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.
view -
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.
view -
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.
view -
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.
view -
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.
view -
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.
view -
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?
view -
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.
view -
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.
view -
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.
view -
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.
view -
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.”
view -
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.”
view -
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.
view