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Search returned: 39 document(s).
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Do Marketers Have the Time & Resources to Boost Efficiency and Performance?
Leading Edge December 9, 2024According to a recent McKinsey & Company study, marketers believe that they are being asked to “do more, with less.” Further, many survey respondents feel ill-equipped to deliver on the expanded expectations of the marketing department.
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Domino's: Modeling Media Playbook for Growth
Smarties Awards September 30, 2024The strategic objective of this campaign was to achieve a 30 percent increase in sales for Domino's in fiscal 2023 while fostering strong brand affinity and competitive advantage. It aimed to strike a balance between brand marketing and performance targets.
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This Cashback App Launched a Digital-Only Campaign
Smarties Awards September 30, 2024The cashback and couponing apps niche is a densely populated one. As a result, it’s important to do everything possible as a business in that category to stand out. Upside sought to improve brand visibility within both app stores, garner more organic downloads, and increase conversion rate (CVR).
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Doritos Launched a LGBTQ+ Campaign, #RespectMyIdentity
Smarties Awards September 30, 2024A brand mission for Doritos is to empower individuals to make bold choices and to truly be themselves. To that end, Doritos launched a LGBTQ+ campaign, #RespectMyIdentity.
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How Fluidity Is Powering the Rise of Intelligent Creative
Leading Edge September 27, 2024At times, beautiful pixel-perfect creative and performance seem to be at odds. The production time involved in achieving core creatives can conflict with the speed and scale that is needed to deliver performance optimizations in real time. What if we could embrace speed without sacrificing quality? What if we could make creative excellence breathe through every optimization, protecting the integrity of the original creative, while adapting quickly?
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ANA's Knowledge Partners: These Are the Top Pieces
Pulse August 23, 2024In a crowded industry with endless content and information to sift through, it can be challenging to discern quality content that provides relevant and factual information and helpful case studies. ANA’s Marketing Knowledge Center can help, however; the MKC provides trusted information meant to inspire concrete and actionable next steps.
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The Secret to Fixing Customer Acquisition
B2B August 21, 2024According to a recent study, nearly three-fourths of B2B marketers are growing their investments in customer acquisition activities in the next two years as marketers look to play a greater role in landing new customers — and keeping them. However, the investments come despite several challenges to improve prospecting, ranging from a lack of data to measuring performance.
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The Performance Marketing Versus Branding Debate Heats Up
Champions of Growth Podcast May 15, 2024Lou Aversano, CMO of The Cigna Group, joins host Matthew Schwartz, to discuss the performance marketing versus branded advertising debate heating up throughout B2B precincts, why there’s a growing onus on B2B firms to thread more emotional elements throughout their messaging architecture, and more.
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Creators Move Down Funnel to Performance Marketing
Leading Edge May 15, 2024Creator marketing has officially moved down funnel and become a true performance marketing channel. Whether they’re paid affiliate commissions, flat fees per post/video, consulting fees, or a combination of the three, today’s creators are motivated to increase their marketing partners’ sales.
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Insights from ANA’s Study of Trust and Transparency in Media: Capturing the $22 Billion Opportunity
Event Recaps May 8, 2024Sharon Harris, CEO and founder of The Sharon Harris Collective, shared insights from the ANA’s Programmatic Media Supply Chain Transparency study and provided actionable recommendations for B2B marketers to tackle the challenge of media waste.
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Are We Entering the Era of Niche Marketing?
Podcast Clips March 20, 2024Ryan Kutscher, founder and CEO of ad agency Launch Party, says we’re moving into the era of niche marketing. So why are so many agencies and companies resisting the trend? Kutscher says fear is the driving factor.
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The Power of Performance Marketing in 2024
Knowledge Partners March 15, 2024Wunderkind’s latest report digs into what performance marketing looks like in 2024 and beyond.
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How to Succeed on the Full Funnel Journey
Leading Edge March 4, 2024The marketing industry is transforming, as brands grapple to find the sweet spot between performance-driven tactics and long-term brand-building strategies. Historically, the industry has been divided between brands in two categories: performance brands or brand-building brands. What we are seeing now is a reconciliation of this divide. Marketers who understand the dynamics driving this shift to integrate the two will evolve and experience more powerful outcomes.
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Marketing Leaders Share Their Perspective on Key B2B Issues
Event Recaps February 29, 2024Marketing leaders from SAS, S&P Global, and LinkedIn came together to discuss key issues related to B2B marketing, including ways that marketers can affect change in their organization, how to determine the right brand-to-demand ratio, and the KPIs they favor most.
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Marketing Performance Versus Business Performance: What to Prioritize?
Leading Edge January 16, 2024The alignment of marketing strategies with overarching business objectives is becoming increasingly crucial in a business landscape more obsessed than ever with ROI. Traditionally, marketing performance has been evaluated through channel-specific metrics. However, this approach often overlooks the broader business objectives.
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Demand Side Platforms (DSPs) Deliver Users Cost-Effectively
Leading Edge December 21, 2023One of the biggest marketing technology events of 2023 was the bankruptcy filing of the storied Demand Side Platform (DSP), MediaMath in June. Despite the closure of MediaMath, DSPs are still delivering strong results for marketers.
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A Guide to Marketing Attribution
Leading Edge November 9, 2023Marketers understand today’s consumers don’t follow a linear path to purchase. They might discover your product through a Facebook ad, read reviews on a third-party website, click on a Google Ad, and finally make a purchase after receiving a promotional email.
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It’s Not About Personalization — It’s About Being Personal
Leading Edge August 23, 2023We have all heard the statistics that show that B2B customer experiences are lagging behind. Sixty-two percent of buyers feel that B2B advertising is too vague to be relevant to their business, while 64 percent feel that ads don’t always demonstrate a good understanding of their organization’s problems. The answer the industry is telling us is that personalization is key. B2B is the new B2C, with personalized experiences being the critical door-opener to success.
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It's Time for B2B to Go Big on Branding
POVs July 28, 2023Champions of Growth host Matthew Schwartz provides some valuable tips for B2B marketers to take a page out of the B2C playbook by going big on branding and achieving long-term success.
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6 Reasons Performance Marketing Is Recession-Proof
Leading Edge July 24, 2023Employing internal teams to market, optimize, and drive ROI is an expensive, fixed cost for Fortune 500 brands. The same can be said about service fees for an agency partner running brand awareness advertising. In times of economic uncertainty, performance marketing is a crucial conversion funnel due to its emphasis on accountability, measurability, flexibility, and risk mitigation.
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