Marketing Knowledge Center
Industry-best content to drive business decisions.
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Marketing News Quiz
Marketing News Quiz for May 18, 2024
In this week's marketing news quiz: an ad banned in Times Square, the career highlights of Mary Wells Lawrence, and a new McFlurry flavor from McDonald's.
Knowledge Partners
The Power of Sports on Local Broadcast TV
A survey of over 5,000 adults by Dynata Research reveals that linear TV is the preferred medium for viewing sports, demonstrating the significant influence of local broadcast TV on sports viewership and advertising impact.
In-House Excellence Awards
Canva Blankets New York Advertising Week
During New York Advertising Week, Canva launched an out-of-home campaign of digital posters just for advertising creatives. Designs were inspired by New York and all designed in Canva, to show that Canva is meant for advertising creatives.
Segmentation Strategies
How are brands handling their segmentation strategies?
Agile Marketing
How can I adopt an agile marketing approach in my organization?
Canva Blankets New York Advertising Week
During New York Advertising Week, Canva launched an out-of-home campaign of digital posters just for advertising creatives. Designs were inspired by New York and all designed in Canva, to show that Canva is meant for advertising creatives.
Deloitte Drives B2B Business with Storytelling
Deloitte demonstrated the value that storytelling can hold for those marketing professional services.
Mr. Mucus Takes Over Social Media for Reckitt
Reckitt created a social media handle for America’s snottiest mascot (Mr. Mucus) and generated content with the character.
A Definitive Guide for CEOs and CMOs to Jointly Unlock Growth from Marketing
This study, developed in partnership with McKinsey, provides a new perspective for unlocking marketing-driven growth - and has implications for CEOs, executive committees, C-Suites, and chief marketers.
IRG Impact Study Findings: Driving More Humanized Growth
In 2023, the Global CMO Growth undertook an important research initiative with Oxford University and the Institute for Real Growth to help elevate how the business community understands and values marketing, brand building, and creativity in driving growth.
2023 ANA Global CMO Growth Summit Recap
The ANA Global CMO Growth Summit provided opportunities for CMO delegates to incorporate best practices into their individual company’s growth strategies and, importantly, to gain consensus on leadership initiatives that will strengthen the marketing ecosystem.
10 Tips to Grow ROI Using An ABM-Based Approach to IRL Events
In today's data-driven landscape, B2B marketers understand the importance of maximizing ROI from in-person events. This session delved into actionable strategies rooted in ABM principles aimed at elevating event success and driving tangible business outcomes.
How Chevron Lubricants and Quarry Piloted ABM with “No Compromises”
In this session, Walt Collier (Americas Commercial Sector Manager, Chevron) and Peter Harrington (Sr. Director Demand Marketing, Quarry) unpacked how they applied the eight tenets of Account-based Marketing to make Chevron Lubricants’ first ABM campaign a big success.
In-House, Out-House, Through the House — The New Agency Model
In this session, learn how DoorDash checks egos at the door, embracing the one team, one fight mentality to making great work.
The Power of Sports on Local Broadcast TV
A survey of over 5,000 adults by Dynata Research reveals that linear TV is the preferred medium for viewing sports, demonstrating the significant influence of local broadcast TV on sports viewership and advertising impact.
Ads in Misinformation: An Ad Effectiveness Experiment
Zefr conducted an “ad effectiveness experiment to uncover the true impact of ads next to misinformation.
Everything Wrong with TV Measurement: The Attribution Playbook for TV Advertisers
In this report, Marketing Architects identifies top challenges facing advertisers when measuring TV’s effectiveness and provides a playbook for solving them.
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.
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.
The Acceleration of Principal Media
Principal media has been getting increased attention, and marketers need to be aware and knowledgeable. This report provides detailed guidelines around areas including the importance of the client/agency contract, the approval process, and auditing.
Decoding Compensation Models and Implementing the Right Model
This executive-level guide is a joint initiative from the ANA and the 4A’s that outlines commonly used compensation models and provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model.
ANA Collection of Summary Reports on Artificial Intelligence
The ANA presents a collection of 18 AI research reports that most closely align with the interests of marketers, summarized with key takeaways.
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.