Editor's Picks for ANA Magazine
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Brands Step Up Their Sustainability Efforts
B2C January 27, 2021Brands ranging from P&G to PepsiCo are rolling out various initiatives to tackle issues such as climate change and environmental waste across several touchpoints, including product development, packaging, and raw material sourcing.
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What’s in Store for Marketers Once Cookies Bite the Dust?
B2C January 15, 2021The demise of third-party cookies provides marketers with an opportunity to be more transparent with consumers and recalibrate their methods of measurement.
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Showing the Love for Small Businesses
B2C January 8, 2021Mailchimp's latest ad campaign draws on classic animation to help its small business customers build big ideas. Michael Mitchell, director of brand marketing at Mailchimp, calls the campaign a "love letter" to entrepreneurs making their way through the pandemic.
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The Recruitment Race Resumes
B2C December 4, 2020Creative, wide-ranging internships from brands like IBM and Verizon must become the rule rather than the exception if marketing is going to win an increasingly fierce battle for entry-level talent.
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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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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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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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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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Brands Are Rallying to Fight the Coronavirus
B2C June 12, 2020A number of inspiring brand stories have emerged over the past several months, with companies providing ample resources to both combat the pandemic and make things easier for first responders. Here’s how Budweiser, Crocs, Publix, and Hyundai, among others, have seized on opportunities to help in the fight against COVID-19.
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Louder Together
B2C May 20, 2020The advertising, marketing, and media industries are coalescing to fight the coronavirus. PSAs and content designed to educate the public about the disease lead the charge.
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A Different Breed of Marketing
B2C May 8, 2020Petfluencers spark an instant connection with consumers and attract the kind of audiences that should make most marketers jealous. A growing number of brands are giving it a whirl, building marketing campaigns around these unconventional social media stars.
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Is AI the End of Agencies As You Know Them?
B2C April 10, 2020Ongoing changes wrought by AI and machine learning will completely upend client-agency relations, transforming everything from deliverables and metrics to projects and interactions. But the changes could spur much tighter relationships, as well.
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Effects of the Coronavirus on Marketing May Be Incalculable
B2C April 3, 2020With as much as one-fifth of the world’s population told to stay inside, effects of the novel coronavirus on the economy have been swift and could be long lasting. Here’s how the virus is affecting marketing.
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The Succession Conundrum
B2C February 7, 2020While an outside perspective can be helpful, fresh ideas readily exist within an organization. The onus is on upper management to encourage those executives who aspire to be the CMO.
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Shooting for Brand Relevance
B2C January 31, 2020Looking to make a bigger-than-life impression on consumers, some brands are tapping big-name directors to produce ad spots with a cinematic flair. While the end result can be a scene stealer, it requires more than just a large budget. Marketers must be willing to cede some creative control to let the director’s vision — and the brand — shine through.
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California’s Data Privacy Law Stirs Uncertainty for Marketers
B2C January 3, 2020California’s data privacy law is a sea change for brands, enabling consumers to opt out of data sales and compelling marketers to track down any party to whom it has sold that consumer’s data during the preceding 90 days.
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The Young and the Textless
B2C December 13, 2019Alphas may be little in size, but their influence on their parents’ purchasing behavior is growing by leaps and bounds.
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Catering to Gen Z Means Shunning Traditional Marketing
B2C December 6, 2019To boost their appeal to gen Zers, brands need to rip up their existing playbooks and develop an entirely new media mix centered on social channels and entertainment.
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Appealing to Millennial Values
B2C November 29, 2019As they earn bigger salaries and grow their families, millennials are becoming the predominant consumer force, moving marketers to embody the values they espouse.
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Connecting with the MTV Generation
B2C November 22, 2019Compared to other generations, gen Xers are a little more cynical, a little more realistic, and a little more loyal. Brands need to craft their messages accordingly.
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