Marketing 101
Explore diverse content on the fundamentals of our craft.
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Segmentation Strategies
How are brands handling their segmentation strategies?
Agile Marketing
How can I adopt an agile marketing approach in my organization?
Sonic Branding: Using Music and Audio as a Marketing Tool
How can brands use audio and music to reach consumers?
Influencer Marketing
What is the state of influencer marketing, and how can I best leverage influencers?
A Brand Revamp for Schwab
Learn how Schwab earned quick “street cred” among traders and proved that they were committed to providing the same — or better — technology, innovation, support, and education that they’d come to rely on from Ameritrade.
The 7-Eleven X Pac-Man Collaboration
7-Eleven leveraged the key insight of gen Z's longing for nostalgia to create a campaign that would appeal to both gamers and non-gamers alike. The company looked to its classic partnership from the 1980’s and the iconic Pac-Man gameplay and let the retro design influence the campaign creative – all while staying true to the 7-Eleven brand.
Empowering Girls through Sports
Basketball is more than a game. It helps shape communities and inspires change, both on and off the court. DICK'S Sporting Goods and Nike recognized the challenges young female basketball players face in sport and partnered to build a program that would empower the next generation of girl ballers.
10 Tips to Help Nonprofits Become More Nimble Fundraisers and Marketers
During a session held at a May 2024 meeting of the ANA’s Nonprofit Organization Committee, audience members received recommendations on the use of technology and audience targeting (among other topics) from Jeffery Owens, territorial director of marketing at The Salvation Army USA, Western Territory.
Tips for Agencies, Search Consultants, and Procurement Professionals
Kathryn Budzien of Post Holdings drew on experience working for agencies and vendors and leading a procurement team to offer tips to agencies, search consultants, and fellow procurement personnel.
AI and the Evolution of Search: How Brands Can Adapt to a Transforming Landscape
Razorfish's Amos Ductan explored some of the early search trends in AI and what brands need to know to stay ahead in this rapidly changing environment.
The Role of Customer Analytics Throughout the Value Chain: Applying Customer-centric Thinking to Fuel Growth
This paper explores the opportunities for brands to use customer analytics and the concept of customer centricity as a core business strategy in driving brand experience and growth.
Captivating Characters in Advertising: Harnessing the Power of Fluent Devices
System1 shares how leveraging characters can differentiate a brand, enhance branded storytelling, and induces positive feelings among consumers.
The Marketer’s Guide to OTT and CTV
The growth and evolution of OTT and CTV offer brands new and exciting opportunities to reach and engage their target audience. This guide offers a foundational introduction to OTT and CTV that will give you a competitive edge.
The Most Important Factors to Clients in Selecting an Agency
The ANA shares survey data that sheds light on the most important criteria motivating a client’s choice of an agency, with cost topping the list.
A Maturity Model for the Skills and Aptitudes of Modern Marketers
Douwe Bergsma, CMO at health care provider Piedmont, shares a framework for assessing the maturity of a modern marketer’s capabilities.
Quantifying the Dominance of Google, Meta, and Amazon in the Advertising Industry
Omnicom shares data that sheds light on how much Google, Meta, and Amazon dominate the advertising industry, with a projection for how this dominance will continue to grow in the coming years in the auction space for digital media.
Content Marketing Playbook
Use this step-by-step playbook and set of 34 premium tools and templates to create a comprehensive content marketing plan.
Shopper Marketing Playbook
Follow this simple, step-by-step playbook to develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.
Firing Your Agency Quick Win Package
ANA's Firing Your Agency Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when parting with your agency — assessment, communication, offboarding, and transition.
Cracking the Innovation Code, with Tony Ulwick of Strategyn
Innovation doesn’t have to be a mystery. In reality, it’s a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. Today’s guest, Tony Ulwick, CEO and founder of Strategyn, shows us how.
Dr. Bronner’s: A Purpose Brand Like No Other
Gero Leson, VP of special operations at Dr. Bronner's, is a pioneer in the movement to socially just and environmentally responsible supply chains. He joined Ken Beaulieu, host of the Beyond Profit Podcast, to discuss the company once described as a for-profit with the DNA of a nonprofit.
Why Meaning Matters
In this episode of Beyond Profit, host Ken Beaulieu talks with Ujwal Arkalgud, about why brands should understand the language they use in storytelling, the role meaning plays in driving brand purpose, two trends we should keep an eye on, and more.
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.
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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.