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Trends and Technology
How Marketers at SMBs Ensure They Have the Right Skillsets
A skills-based recruitment strategy — rather than strictly relying on education level — is an increasingly popular ingredient for small- and medium-sized businesses (SMBs) that are eager to attract, retain, and grow marketing talent. SMBs can fill in any potential knowledge gaps through training programs that take a long-term approach.
Pulse
The Cool Ways Brands Have Used AI and VR/AR
Innovative technology can truly change the way people experience their lives, whether it’s because they can Zoom with a family member or coworker or sort through large amounts of data more quickly to understand a demographic and its needs better.
Leading Edge
The Power of Diversification in Affiliate Marketing: Lessons for Q4 and Beyond
Every holiday season, the perennial question for businesses is: how can we maximize growth while maintaining sustainable, diversified revenue streams? Affiliate marketing offers a powerful solution, yet the running perception of this channel often narrows it down to last-click, coupon-driven models. This is a missed opportunity, particularly when brands should be thinking about diversification — not just in their partner types but in how they plan, execute, and adapt during the busiest time of the year.
Loyalty Marketing
How can I encourage loyalty within my customer base?
DEIB (Diversity, Equity, Inclusiveness, and Belonging) in Marketing
How can my brand ensure that we are embracing DEIB, both internally and in our marketing efforts?
Abbott Revolutionizes Traditional Trade in Vietnam with a Data Program to Assist Retailers
Abbott created a data-collection program that gave retailers in Vietnam the power of first-party data analysis normally the province of large and sophisticated organizations.
adidas Shares Local Flavor with Sneakerheads
adidas co-branded a new shoe in partnership with a legendary Dubai restaurant.
adidas’ "Running While Black" Docuseries Shows What True Commitment to Positive Change Looks Like
In the wake of Ahmaud Arbery’s heinous murder, adidas created a three-part docuseries meant to shine a light on dangers and discrimination Black individuals face while performing simple activities like running.
Recap: The 2024 Global CMO Growth Summit
Over 250 CMO delegates, collectively representing over 50 percent of the world’s marketing investments, concluded the 2024 Global CMO Growth Summit with a shared commitment to accelerate progress toward Growth Council priorities for 2025.
Creative Excellence from Cannes LIONS
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.
The Value of Corporate Reputation
Against a backdrop of economic uncertainty, disruptive technology, the flowing momentum of ESG and DEI, and a continued distrust in media, organizations are taking a more cautious approach to brand building, but a strong corporate reputation requires the long game. Find out how with this new research from Bloomberg Media.
Accelerating Marketing Craft with Gen AI: Insights from Intuit
Mos' Okediji, Marketing Director at Intuit, explored how her team is driving the adoption of generative AI among marketers and communicators so they can practice their craft with greater velocity.
Building an Inclusive Marketing Organization: Assetmark's Approach to Serving Diverse Client Needs
In this session, learn how AssetMark is fostering an inclusive culture within the organization to ensure their marketing strategies are aligned with the evolving expectations of their clients and advisors.
Vitalant: Lessons in Digital Asset Management
In this session, Vitalant's Denise Gotcher discussed her team's transition to a new digital asset management (DAM) system earlier this year. She walked through the transition process from one solution to another, how her team has utilized the DAM system, and the impact it has had on their overall creative process.
From Roar to Whimper: How Modern Branding Tamed the Jaguar
The jaguar we once knew has officially been muffled. In the name of modernism, brands are scrapping the distinctive assets that once made consumers fall in love, replacing them with drab, minimalist fonts and soulless designs. Jaguar’s new logo is the latest casualty — a rebrand with aspirations but no clear link to its roots.
Nudge Theory: How Brands Can Empower Customers Through Behavioral Science
A comprehensive examination of how brands can use behavioral science and nudge theory to ethically influence customer behavior while preserving freedom of choice, featuring practical applications and case studies that demonstrate the power of small environmental changes to drive significant behavioral outcomes.
Jobs-To-Be-Done: Satisfying Your Customers’ Highest Needs
The “jobs-to-be-done” framework for understanding consumer purchase decisions was first coined by scholar Clayton Christensen. In this piece, Brandtrust Founder Daryl Travis outlines what the framework is and how marketers can use it to better understand what motivates consumers.
AI's Influence on Consumers' Brand Choices, by the Numbers
The Brandtech Group shares the results of a survey that reveal what proportion of consumers in different age groups have had their brand and product choices influenced by the answers generated through AI services like ChatGPT, Meta AI, and Google’s Gemini.
How to Keep Phone Contact Compliant with Consent
Law firm Troutman Amin breaks down how to maintain compliance with the rules that govern marketers’ contact with consumers on their landlines and cellphones and how to respond when consent for such contact is revoked.
Broadcasters’ Share of Ad Voice, by the Numbers
Comscore quantifies 20 of the largest broadcasters’ share of ad voice.
ABM Account Plan Canvas 2025
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Advertising Calendar and Budget Template 2025
Use this to organize your advertising campaigns. Track media types, due dates, and budget info.
Agile Content Marketing Calendar 2025
Use this calendar template to keep track of your content marketing efforts through an agile approach.
Blog Post Syndication Calendar 2025
A report to track editorial calendar opportunities and their associated deadlines.
Loyalty Marketing: The Good, the Bad, and the Ugly
Loyalty marketing rewards customers for their repeat purchases or interactions with a brand. While there is clear “good” in loyalty programs, there are also “bad” and “ugly” characteristics. The paper provides guidance for protecting loyalty programs.
CMO's Playbook for MarTech
For the modern CMO, mastering the MarTech stack is no longer a luxury; it's a necessity. This playbook is designed to guide CMOs through the complexity of today's MarTech landscape, offering strategies and insights to build a high-performing marketing technology operation.
Ultimate Playbook for Data Clean Rooms
Data clean rooms provide companies a secure and controlled environment to bring data together in a collaboration exercise for an analysis of a consolidated data set. Data clean rooms have a long way to go until they reach mass adoption by client-side marketing companies. This playbook is intended to close this gap.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Four Tips for an Effective MarTech Business Case
Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.
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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.