B2C
Covering everything from brand activation to major initiatives, ANA keeps you on top of the latest marketing news and insights with in-depth stories, profiles, infographics, and more.
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Marketers Raise Podcast Volume to Eleven
B2C November 13, 2020The recent decline in podcast advertising is merely a pandemic-induced blip on the radar. The longer-term outlook remains quite attractive, with spending projected to reach more than $1 billion in 2021. Marketers are whetting their appetite.
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Marketers Should Start to Prepare for Post-Pandemic Scenarios Now
B2C October 30, 2020Marketers need to develop a plan for catered messages for different audiences, as consumers have had starkly different experiences during the pandemic based on factors such as geography and income level.
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What the Virus Is (and Isn’t) Changing About Marketing
B2C October 23, 2020Companies that don’t realign their priorities toward a digital-first strategy will cede their business to competitors, says Geoff Ramsey, chairman and co-founder of eMarketer. In an interview with ANA magazine, Ramsey discusses how the pandemic has put pressure on marketers to sharpen their online platforms and make sure their data reflects the new reality.
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Marketers Search for Light in the ‘Dark Web’
B2C October 16, 2020Despite growing privacy concerns among consumers and a lurch toward the ‘dark web,’ brands can still drive actionable insights from social listening.
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Brands Are Cultivating New Ways to Help Communities
B2C October 9, 2020Following the initial rush among brands and organizations to donate money and supplies, some companies are opting to build on their relief efforts and assist the community at large.
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Reversing the Decline of American Brands in Europe
B2C October 2, 2020Since the coronavirus outbreak, European consumer perceptions of American brands have worsened, and purchases have declined. There are various marketing strategies to deploy to get things back on track.
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Sports Have Become a Jump Ball for Marketers
B2C September 25, 2020Beyond updated TV ads to reflect the current climate and some new in-broadcast signage, what are brands doing to reimagine their sponsorships for professional sports leagues and maximize their value — even with fans relegated to their living rooms?
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Airlines Keep Marketing Efforts Afloat Amid Pandemic
B2C September 18, 2020The initial shock and continuing uncertainty caused by the pandemic have led many companies in the travel sector to put the brakes on their marketing efforts. Yet evidence suggests that keeping up engagement with consumers can help lessen the impact of the blow.
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Pebbles Cereal Rocks User-Generated Content in New Branded Series
B2C September 11, 2020Amy Brothers, brand manager for Pebbles cereal, and Brian Hurley, creative director at Public Works, discuss the kid-centric “Daily Yabba Dabba Doo” series and provide insight into the most effective ways for brands to harness user-generated content.
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Why It’s Time to Humanize the Brand — for Real This Time
B2C September 2, 2020Brands and organizations need to recognize that consumer patterns and behaviors are now being exclusively shaped by the pandemic, rather than demographics. Brian Solis, global innovation evangelist at Salesforce, discusses the digital transformation companies are now confronting, how the pandemic will fundamentally change marketing, and why it’s time to get to know generation N.
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Social Media Channels Dial Up Brand Safety
B2C August 28, 2020The recent crackdown on hate speech among various social media platforms provide an opportunity for brands to reset their social media strategy (not to mention their budgeting).
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Taking a Stand on Systemic Change
B2C August 19, 2020The deaths of George Floyd, Breonna Taylor, and Ahmaud Arbery, among others, reignited a national conversation around racial injustice and systemic inequalities. With consumers increasingly expecting brands to take a stand against racial injustice, keeping silent is not an option for many companies. But to help effect real change, companies need to resolve the problematic practices that exist within their own houses first. Here’s how they can get started.
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A New Concern Among Consumers: Brand Safety
B2C August 14, 2020The term ‘brand safety’ has taken on a more literal meaning during the pandemic, with consumers acutely interested in how the products they buy are manufactured, packaged, and distributed.
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Media Spending in an Uncertain Environment
B2C August 7, 2020The pandemic will require marketers to master a new set of media buying skills, adopt KPIs that transcend return-on-advertising spending, and move e-commerce toward the center of their marketing strategy.
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Facebook Looks to Be a Better Friend to Brands
B2C July 31, 2020To both keep advertisers in the fold and attract new ones, Facebook has rolled out new tools to bolster brand safety and make it easier for brands to reach their intended audiences.
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What Brands Mean by Brand Purpose
B2C July 22, 2020A crisis may not be the best time for companies to stress test their brand purpose. However, the past few months have forced companies to reexamine why their brand exists, or perhaps more important, what’s needed to better articulate their purpose.
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Harnessing the Power of the Loyalty Economy
B2C July 17, 2020As the internet has matured from a novelty to a mainstream source for news and entertainment, digital content creators have carved out massive audiences who are enormously loyal. Many fans consider this content essential to their lives, and they are willing to support the brands that make it possible.
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A New Norm for Ad Shoots?
B2C July 8, 2020Brands are cutting back on producing commercials as marketing budgets are curtailed and social distancing measures remain in place. The good news is that scaling back on ad shoots can have broader benefits.
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Plant-Based Brands Turn a New Marketing Leaf
B2C July 1, 2020Plant-based food products continue to expand, along with a marketing strategy that goes beyond a green or environmentally correct message and focuses on what consumers crave: taste. Big brands like IKEA and Disney join the fray.
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Organizing for Success
B2C June 19, 2020To nurture talent at every level brands need to apply an agile marketing model that holds people accountable for their work and encourages them to step out of their comfort zone.
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