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Pulse
Editor Highlights: Gen Z, TikTok, and Partnerships
Do you feel like it’s a challenge to keep up with the latest trends, best practices, and marketing strategies? You aren’t alone. Bimonthly, ANA’s Pulse will highlight content within ANA’s resources hub, from Industry Insights, Knowledge Partner contributions, ANA Magazine, case studies, Marketing 101, Tools and Playbooks, and more. This way, the hard work of finding actionable insights, marketing trends, and helpful guides is done for you.
Leading Edge
Next-Level Contextual: 3 Ways Publishers Can Increase Revenue Through Relevance
As signal deprecation undermines the efficacy of certain methods of identity-based targeting, contextual targeting is emerging as a more vital strategy than ever. This strategy, which analyzes content and matches ads to the most relevant environments, not only preserves addressability but also aligns with growing concerns about privacy.
Champions of Growth Podcast
How B2B Brands Take Relationship Marketing to the Next Level
Jamie Gier, CMO at DexCare, joins host Matthew Schwartz to discuss the latest trends in relationship marketing, which emphasizes customer retention, satisfaction, and lifetime customer value.
Marketing to Generation Alpha
How can brands connect with gen Alpha?
Marketing to Hispanics
How can my brand effectively market to Hispanics?
USAA Leverages the Army-Navy Game to Attract Customers
The Army-Navy Game presented by USAA offered the organization an excellent opportunity to reflect its brand values and showcase its products and services to a large cross-section of members and prospects. USAA leveraged sponsorship rights and tactics to develop a campaign aligning with fan passion-points while supporting marketing objectives.
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.
The ANA Global CMO Growth Council Position on Generative AI — September 24
The CMOs of the ANA Global CMO Growth Council community have steered the development of a common set of principles and guidance to help ensure that AI-based initiatives create value without harmful unintended consequences. The initial draft is available now for review and comment.
Global CMO Growth Council Leadership Assembly at Cannes LIONS 2024: Topline Recap and Key Takeaways
For the seventh consecutive year, the Global CMO Growth Council convened its leadership community at the Cannes Lions International Festival of Creativity. This pivotal forum brought together CMOs from top brands around the world to share progress and prioritize leadership initiatives for the remainder of 2024.
Executive Forum: Achieving Gold Standards in Brand-Building and Creative Effectiveness
This forum, conducted during the Global CMO Growth Council Leadership Assembly in Cannes, 2024, was dedicated to delegates connecting, learning, sharing, and challenging each other to raise our collective creative game.
A New Genre of Advertising
In this session, Lenovo and creative agency Superheroes shared how they pioneered mixed reality art with a new breed of digital creators to launch highly engaging social media content that connected with its targeted GenZ market and drove impressive sales of the new Yoga laptop.
Brand Building with Addressable Advertising
Charlotte Lipman and Sam Oyekoya from DIRECTV Advertising explained innovative use cases for addressable advertising solutions across linear, CTV, and pause ads, demonstrating how these technologies can be leveraged to create stronger brands.
Creating Resilient Brands Through Creativity
Mark Miller from Team One and Mikaila Ulmer from Me & the Bees Lemonade explored strategies for building long-lasting brands in a rapidly changing business environment, emphasizing the importance of creativity and forward-thinking approaches.
Brand Experience: The Key to Customer Loyalty and Business Growth
A common misconception is that your brand equals your logo plus your ads and nothing more. It’s true that visual identity and brand voice contribute to overall customer perception of a brand and its value. However, it’s the total brand experience that drives competitive differentiation, builds brand loyalty and, ultimately, delivers value to the business.
Premium, Defined: Long-Form Content Drives Ad Success
DIRECTV identifies five valuable personas that can be appealed to with premium long-form video. The information on each persona includes its demographic breakdown and its viewing and purchasing behavior.
The Gen AI Implementation Pyramid
Phaedon’s Nate Thompson and Buddy Norton lay out a framework to help brands navigate the complexities of implementing AI across their organizations.
Quantifying the Reach of Each Marketing Channel
TVB, a trade association representing America’s local broadcast television industry, shares data that gauges the reach of a wide array of different marketing channels, from broadcast TV, to email, to social media, to newspapers, and beyond.
Quantifying the Time Consumers Spend with Each Marketing Channel
TVB, trade association representing America’s local broadcast television industry, shares data that pins down the average time spent with a wide array of different marketing channels, from broadcast TV, to email, to social media, to newspapers, and beyond.
Ranking Marketers' Most Frequently Used Retail Media Networks
The ANA shares the results of a survey that identifies the ten retail media networks that marketers use most — a list that includes the likes of industry behemoths such as Walmart Connect, Amazon Advertising, and Target Roundel, but also smaller players such as Instacart, Sam’s, Costco, and Dollar General.
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.
Data Visualization Playbook: A Picture Is Worth Infinite Words
ANA's Data Excellence and Privacy Practice's Data Visualization Playbook aims to equip marketers and practitioners with practical techniques and best practices to harness the full potential of data visualization.
Retail Media Networks: Optimism Tempered with Caution
While retail media networks (RMNs) have been around for well over a decade, they have really come into their own over the past few years. This ANA report concludes that, “Retail media networks have a measurement issue...and therefore better measurement of RMNs is clearly required.”
ANA Ethics Code of Marketing Best Practices
The ANA Ethics 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.
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.
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.