Marketing Knowledge Center
Industry-best content to drive business decisions.
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Marketing News Quiz
Marketing News Quiz for July 20, 2024
In this week's marketing news quiz: Elon Musk's latest feud with advertisers, Reddit's efforts to win over brands, the ANA's newest set of guidelines, and more.
B2C
Advertising Ethics in the Age of AI
Committing to ethical data and marketing practices can earn consumer trust — a commodity that's in short supply. The ANA's newly released Ethics Code of Marketing provides principles, best practices, and resources for making ethical decisions across six areas of marketing and advertising, including data privacy and artificial intelligence.
Industry Insights
Pathways to Transparent Media: The Old Blame Game No Longer Applies
The past decade of our industry has been rife with headlines detailing egregious brand safety scandals and mind-blowing levels of wasted ad spend. The inevitable villain in these stories? Digital platforms like Meta and Google, not to mention the myriad ad tech vendors that comprise the digital supply chain.
AI Marketing and Ethics Issues: Bias, Privacy, Transparency, and More
What ethical risks and issues come along with using AI (Artificial Intelligence) in marketing?
AI and Generative AI in Marketing
How has the rapid development of artificial intelligence, especially generative AI, affected marketing and brands?
National Grid Promotes Energy Efficiency
National Grid undertook a multi-year campaign to encourage its customers to pursue greater energy efficiency.
SAP Riffs on the Day’s News with AI-Generated Images
SAP leveraged AI image-generation to accelerate the creative cycle, allowing it to pitch its technology to mid-size companies.
This Vendor Convinced GE to Retain Its Services Because of, Not Despite, Cost Cutting
Cloud-management firm VMWare undertook to convince GE that it could help it achieve cost efficiency and flexibility in the face of financial cutbacks.
The UN Live at the Global CMO Growth Council Leadership Assembly in Cannes, 2024
Speaking at the Global CMO Growth Council Leadership Assembly in Cannes, Katja Iversen, CEO of the Museum for the United Nations (UN Live), emphasized the organization's mission to inspire sustainable behavior by engaging people globally.
How CMOs Are Shaping Their GenAI Future
According to our 2024 survey in partnership with Boston Consulting Group (BCG), of over 200 CMOs in seven countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
2024 CMO’s Guide: A Compendium of Cases from Brands Driving Business Growth and Innovation with Generative AI
Adding to the Growth Council’s Position on Generative AI, CMOs and other thought leaders have shared examples of how leading brands across many industries are successfully implementing Generative AI into their marketing strategy.
Nonprofit Case Study: Armed Services YMCA National Headquarters
This session provided a comprehensive look at how nonprofits can grow their audience, expand their donor base, and attract volunteers through innovative and practical approaches.
The Psychological Mechanics and Outcomes of Community
In this session, learn about the psychological processes of community to help you understand how to help your nonprofit grow community, which will lead to constituent action and revenue production.
AI For Email Primer: Everything You Need to Know
Wondering about the growing ways AI is empowering and evolving email marketing? Unclear on terminology and AI-driven tech? This session provided a brief primer that spans AI’s impact on email from campaign strategy to creative to analytics to deliverability.
Breaking Through, Engaging, and Driving Results in Healthcare Marketing
RPA shared key insights from its experiences working with healthcare brands, including what matters most to patients along their healthcare journey.
Discover the Shein Effect in Spain
Intent HQ shares a report providing comprehensive insights on Shein consumers for European retailers to better understand and adapt to emerging market changes.
Raising the Verification Bar with More Impactful Media KPIs and Currencies
Hudson MX’s Michael Stoeckle shared how marketers can improve their media verification process with more impactful media KPIs.
In 2023, Diverse-Owned Media Climbed to 2.5 percent of the Mix
Marketing solutions provider Guideline shares data that illustrates the gains made by diverse-owned media in the 2020s.
The 2020s: A New Era of Digital's Global Preeminence Over Linear TV
Marketing solutions provider Guideline tracks the proportion of media mix devoted to digital, on the one hand, and linear TV, on the other, in the first quarters of 2022, 2023, and 2024 in the U.S., the U.K., China, Australia, Canada, and New Zealand.
Ranking the Most Valuable B2B Brands, 2024
Representatives from Deloitte, Stein IAS, and Brand Finance identify the most valuable B2B brands of 2024.
E-commerce Quick Win Package
ANA's E-commerce Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when activating and growing ecommerce at your company.
E-commerce Cheat Sheet
Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.
E-commerce Checklist
Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.
ABM Strategy Playbook
Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.
ANA Ethics Code of Marketing Best Practices
The ANA Ethic Code of Best Marketing Practices is a framework of high-level principles, guidelines, resources and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising.
2024 ANA Business Marketing Practice — Marketing Impact Measurement Study
This study and “first-look” discussion guide report explores how to address the “snowflake” problem — that every senior marketing role appears to be uniquely defined. Aspects of the study included C-suite interviews, extensive marketing literature, and contextual industry analysis.
Programmatic Transparency Benchmark
The ANA and TAG TrustNet have released early findings from their first quarterly Programmatic Transparency Benchmark Study, which seeks to collect, reconcile, and analyze ANA members’ log-level data to establish supply chain metrics against which individual can regularly assess their own programmatic campaigns.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Aligning the Customer Journey to Goals: Lead Gen Versus Retention
The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.
Four Tips for Finding Your Most Valuable Direct Mail Audience
To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.
Three Advantages of Direct Mail Retargeting Technology
Direct mail retargeting delivers multiple touchpoint opportunities for customers who have engaged with your brand. This technology provides consistency across touchpoints as customers consider and evaluate decisions while navigating their path to purchase. Adopting this approach offers marketers three key advantages as “front-end” activity triggers valuable responses on the back end of the technology.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
Explore ANA Content Channels
Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.