Trends and Technology
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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What Does the Ascent of the Chief Purpose Officer Mean for CMOs?
Trends and Technology October 8, 2021The proliferation of chief purpose officers provides CMOs with a lot more runway to boost the value of marketing throughout the company. But as they bring their company’s brand purpose to life, marketers must take the long view and be careful not to slip into ad-mode. They also need to collaborate with other business units on the best path forward.
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Marketers Get Flexible with Payment Options
Trends and Technology September 27, 2021Brands are accelerating their buy-now-pay-later (BNPL) financing options to appeal to younger consumers looking for more flexible ways to pay for their stuff. At the same time, retailers are trying to increase the appeal of BNPL to older generations used to traditional credit cards.
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With New NCAA Policy, Brands Win Big
Trends and Technology September 17, 2021Brands and organizations are scrambling to sign up athletes after NCAA rule changes give amateur athletes the opportunity to sell their name, image, and likeness. Some deals could reach epic proportions. Sports marketing may never be the same.
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The Future of Influencer Marketing Features More Integration
Trends and Technology September 10, 2021Engaging with influencers has gone well beyond traditional brand partnerships. As companies develop their influencer marketing strategies, nuance will be a key ingredient moving forward.
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Marketers Must Join the Fight Against Cyberattacks
Trends and Technology September 3, 2021With cyberattacks on the rise, marketers must understand the scope of the threat and be proponents for consistently updating their companies’ online defenses. However, to have an effect, CMOs first have to make sure they have a seat at the table when cyber issues are discussed and strategies crafted.
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Star Search
Trends and Technology August 27, 2021As the definition of celebrity evolves, marketers have a much bigger canvas to draw in new spokespeople. But they do have to be extra careful that the person matches the tone of the ad campaign and shares the company’s values.
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Marketers Tout the Return of In-Person Events
Trends and Technology August 20, 2021As people start to venture out to live events — even as concerns grow about the Delta variant — consumer-facing brands are looking to strike the right tone in their advertising efforts for in-person events.
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Streaming in the Aisles
Trends and Technology August 13, 2021As the pandemic ebbs and consumers return to physical retail outlets, brands are looking to give consumers the best of both worlds: A better in-store experience combined with conveniences typically found only online. How do brands strike the right balance?
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The Full Return of Live Events Remains Down the Road
Trends and Technology August 6, 2021With most people willing to travel and venues once again filling to capacity, what’s the hold up on business-related events? The answer is, well, businesses, as they put the kibosh on travel spending and limit live programming. Meanwhile, brands are testing new concepts and creating more interactive elements for their virtual events.
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As Offices Start to Reopen, Going Hybrid May Not Be Enough
Trends and Technology July 30, 2021As full-time employees return to the office, they’re bringing with them new demands that go well beyond asking for a “hybrid” schedule; CMOs and marketing departments will need to adapt or risk increasing turnover. In fact, people are leaving their jobs in growing numbers, with the quit rate at an all-time high.
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Marketers Bulk Up Their Content Marketing Efforts
Trends and Technology July 23, 2021As people return to a post-pandemic life, marketers are going to need to reevaluate their content marketing strategy if they want to stay viable and keep their audiences engaged. Producing content that brings meaning to people’s lives is shaping up to be the biggest challenge, along with devising new measurement tools.
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Striking a Positive Tone
Trends and Technology July 16, 2021Marketers are adapting their messaging as the U.S. starts to emerge from a tragic period. But without a single ecstatic moment to mark the pandemic’s end, brands will have to continue to recalibrate their strategies and update their ad creative on a fairly constant basis.
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Livestream Shopping Takes Center Screen
Trends and Technology July 14, 2021A marriage of entertainment and e-commerce, livestream shopping is engaging and fast-gaining in popularity. ANA magazine reached out to Ali Fazal, VP of marketing at influencer marketing platform GRIN, to learn more about how brands can get in on the trend.
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Web Analytics Switch Tracks
Trends and Technology July 9, 2021Recalibrating how their audiences consume information is just one of the key challenges facing marketers on the analytics front post-pandemic. The death of cookies and the rise of online privacy concerns will also spur brands and organizations to bring new strategies to bear when it comes to data management. First-party data awaits.
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Brands Crank Up Efforts to Diversify Their Product Portfolios
Trends and Technology July 2, 2021For marketers diversifying their product portfolios, the aim is to build on the existing strengths of a brand while actively engaging a new set of customers. But in pursuing such a strategy, marketers have to be careful not to dilute the characteristics that have made their company so popular already.
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Consumers Hit Play on Interactive Ads
Trends and Technology June 25, 2021Consumers are much more likely to remember interactive ads, perhaps because they’re not interruptive in nature. As marketers boost their online budgets, there are several ways they can improve the performance of their interactive ads and make them a more robust aspect of their overall communications strategy.
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Slowly, Brands Are Improving Their Digital Accessibility
Trends and Technology June 18, 2021There are deaf people who like to use sign language while others prefer using their voice. There are people hard of hearing who culturally identify as Deaf and those who do not. As brands add more assistive tools to their advertising and marketing campaigns, marketers and organizations need to keep such nuances top of mind.
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Flurry of Account Reviews Reflect Major Changes for Agency-Client Relations
Trends and Technology June 11, 2021Marketers and agencies are struggling with how to tackle the issues that have taken on newfound urgency in the past 18 months, ranging from spurring diversity to protecting consumer privacy to cultivating talent. The various challenges are perhaps most vividly represented by the striking number of agency reviews, consolidations, and overall account changes in the past few months.
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Companies Bolster Brand Identity with Modernized Logos
Trends and Technology June 4, 2021In thinking about creating a brand identity with a modernized look and feel, it’s important that marketers update their logos without losing the familiarity that sparked a connection with consumers in the first place.
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The Pot Market Is Blazing New Trails
Trends and Technology May 28, 2021A growing number of states are moving toward legalizing recreational use of marijuana and publishers are getting more accepting of cannabis-themed advertising. Nevertheless, achieving scale will likely be a long slog for brands that want to join the fray. For clues as to how cannabis might eventually emerge as an everyday product, marketers should take a closer look at the CBD space.
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