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Marketing Maestros

Top 10 Marketing Takeaways from 2012

By Caitlin Nitz, Knowledge & Research Specialist
Posted: Dec 13, 2012 12:00am ET

The ANA’s Marketing Knowledge Center added over 1,200 pieces of content to its library this year! Five hundred of those insights are Snapshots, which are executive summaries of presentations given at ANA events. If you didn’t have time to read all 500, here are my top ten favorite marketing takeaways from 2012:

  1. To woo Millennials, don’t underestimate the power of free pizza. – Macy’s
  2. Dare to do something different and create some “mayhem” when your brand is in a comfortable place. – Allstate
  3. Make the world a better place. Work as hard as you can on your brands, and don’t screw it up! – MasterCard
  4. For apps, instead of “If you build it they will come,” we believe it’s “If they use it, it’s never done.” – WellPoint
  5. Grow bigger ears. – Johnson & Johnson
  6. Likes are nice but sales are better. – The Dallas Morning News
  7. CMO = Chief Mathematics Officer – ANA Brand Committee
  8. Stop thinking “mobile phone” and start thinking “untethered technology.” – Forrester
  9. Your audience are not targets. They are real people. – Unilever
  10. It’s not the size of the budget that matters. It’s the size of the idea. – Coca-Cola

 

 

Creativity at B-School

By Bill Duggan, Group EVP, ANA
Posted: Dec 10, 2012 12:00am ET

It’s inspiring to hear that the MBA students at New York University now have an elective available on creativity.  The class, simply titled, “Creativity” is taught by Professor Kim Corfman.

I went to NYU for business school and taught there as well.  I remember the finance, accounting, and statistics classes.  I loved the marketing and advertising classes (I taught Advertising Management).  But a creativity course was never offered “back in the day.”

Success in business relies on the right balance between right and left brain thinking and it’s terrific that NYU has a portfolio of courses that provides that balance.  A full description of the Creativity class is below.

NYU Creativity Course Description

Successful business people approach their problems creatively and happy people live their lives as works of art. In this course we explore the many dimensions of creativity that are important in business and in our own lives. Creativity isn’t a mystical quality with which only a special few are endowed. Practical methods to become more flexible, imaginative, and productive thinkers can be learned by anyone, nurtured in others, and harnessed to create new products, uses, designs, theories, strategies, structures, and other solutions of all kinds. We will define creativity, review the science, and develop our own creative skill set by learning about, experiencing, and experimenting with a wide variety of approaches.

 

 

 

Creativity is King

By Bill Duggan, Group EVP, ANA
Posted: Dec 6, 2012 12:00am ET

The ANA Creativity Conference took place in New York City on December 5 and this provides insights and highlights. 

Thanks to Ogilvy – an agency that provides a strong balance between creative excellence and effectiveness – for presenting the event.

 

 

 

Masterful Takeaways

By Bob Liodice, President and CEO, ANA
Posted: Dec 4, 2012 12:00am ET

This year’s Masters of Marketing Conference in Orlando, Fla., attracted nearly 2,000 attendees — a record gathering for the ANA’s signature annual event. Over the course of three days, we heard how the true giants of our industry are growing their brands and driving results. Their remarkable stories and rich insights personified the very best in marketing strategy, measurement and analytics, people management, and brand building.

At the end of each presentation, I asked each speaker for one pearl of wisdom — something audience members should remember once they got back to the office. Here are some of their responses:

The Voting Booth for Multicultural Consumers is at the Checkout Counter

By Bill Duggan, Group EVP, ANA
Posted: Dec 4, 2012 12:00am ET

Attendees of the recent ANA Multicultural Marketing & Diversity Conference learned some terrific things.

One brand that could have benefited from attendance at the conference is the Republican Party.  President Obama enjoyed strong support from multicultural voters – 71% of the Hispanic vote, 93% of the Black vote, 73% of the Asian vote, 76% of the LGBT vote.  The Democratic Party was aggressive in courting multicultural voters and that helped win the election.  The Republicans paid the price by not doing so.  Amazingly, there are still many brands that are ignoring – or at least short changing – the multicultural opportunity.  Like the Republican Party, those brands should be prepared to lose in the voting booth – in this case, the checkout counter – by not fully embracing the multicultural opportunity.

Marketing Procurement Success Story at Intel

By Bill Duggan, Group EVP, ANA
Posted: Nov 14, 2012 12:00am ET

I had the opportunity to facilitate a discussion at the recent “ProcureCon for Digital and Marketing Services” conference between the marketing and procurement leads at Intel – Mariann Coleman, director, global agency management and Sean Dowd, senior manager, global strategic sourcing.  Intel is unique as their marketing procurement team is very mature (20+ years) and has long since moved its contribution from “tactical” to “strategic.” Some of the key learning from this discussion:

And we’ll say it again: leave “cost savings” for the purpose of reducing costs out of the conversation, and focus on gaining efficiencies and effectiveness.

The marketing procurement departments continue to grow up in corporate America.  Many are still young, still tactical, and still focus relentlessly on savings …and could learn a lot from the Intel experience.

 

 

 

The Social Media Dilemma

By Ken Beaulieu, senior director of marketing and communications, ANA
Posted: Nov 12, 2012 12:00am ET

Fidelity Investments CMO Jim Speros contends that there has never been a more exciting time to be in marketing, a sentiment echoed by many of his peers.  But he also realizes that, with rapid advancements in technology and the shift to a more empowered consumer, marketers today face some sizeable challenges.

In the latest issue of ANA Magazine, Speros offers an insightful perspective on what it takes to build a successful marketing organization. One of the most important ingredients, he says, is seeking social media engagement. “Establishing a clear plan and supporting infrastructure to leverage social media has never been more critical,” he points out. “There are clearly risks here too. Customer service and your public relations organizations must be tightly looped in. Rapid response to issues that emerge can make or break your brands.”

The industry still has a ways to go in this area. A Stanford University survey of C-suite executives at both public and private companies found that, while 90 percent of respondents claim to understand the impact that social media can have on their organization, only 32 percent monitor social media to detect risks to their business activities and 14 percent use social media metrics to measure corporate performance. Additionally, only 24 percent of senior managers and 8 percent of directors surveyed receive reports containing summary information and metrics from social media, and half of the companies do not collect this information at all.

The bottom line is that there is still a major disconnect between companies’ perception of social media and the actions they are taking to apply it to their business. “The majority of those we surveyed don’t have social media guidelines in place at their companies, haven’t had a social media expert consult with their company, and don’t have systems in place for gathering key information,” says David F. Larcker, a professor at the Stanford Graduate School of Business and lead author of the Stanford study. “They are putting themselves at serious risk by not taking action.”

You don’t have to convince Jim Speros of that.

 

Mobile’s Time Has Come

By Bill Duggan, Group EVP, ANA
Posted: Nov 12, 2012 12:00am ET

For the first time ever, in 2012 mobile ad spending will be higher in the U.S. than anywhere else in the world.  Japan, a market where mobile advertising is much more mature, had previously enjoyed that distinction.  With the proliferation of smart phones, the growth of mobile has reached an inflection point. “Mobility is going to be a massive game changer and it will change the entire retail industry,” said Stephen Quinn, CMO, Wal-Mart Stores, at the recent ANA Masters of Marketing Conference.

Currently, about 1% of U.S. ad budgets are allocated to mobile, despite the fact that time spent with mobile represents a much bigger percentage of the media consumption pie.  I’ve heard as much as 23%.  The Mobile Marketing Association commissioned research that recommends an average of 7% of total ad spending be devoted to mobile marketing.  Furthermore, the study recommends that, over the next four years, marketers should increase their investment in mobile to approximately 10%.

Meanwhile, the shifting population is good news for the mobile industry as multicultural consumers, particularly Hispanics, are heavy users of mobile.  In ANA’s recently released survey/report titled, Multicultural Marketing and Newer Media Survey, mobile was identified as the fastest growing medium to reach multicultural consumers.

But the industry still has challenges, including the need to raise its profile among marketers and agencies in order to increase its share of spending.  Also, some in the industry note the lack of standardized analytics and ad formats as a barrier to higher levels of mobile ad spending.  And a recent report from Nielsen cites “text ads on mobile phones” as the most untrustworthy advertising platform with a 71% “Don’t Trust Much/At All” score. 

But the future for mobile is very bright … perhaps shining brighter than any other medium.  Marketers are encouraged to get active in mobile now – experiment, try some things.  I hope to see you at the ANA Mobile Marketing Conference on November 14 in NYC.

We’ve Seen the Future of Marketing, and It Looks Like 1871

By Caitlin Nitz, Knowledge & Research Specialist
Posted: Nov 8, 2012 12:00am ET

Recently, ANA’s Integrated Marketing Committee, hosted by Spark Communications, took a tour of 1871 — a non-profit space that provides offices and a community of lectures, classes, and support for tech startups. Located in the Merchandise Mart in Chicago, this modern and inspirational space is home to designers, coders, and entrepreneurs hoping to create the next Facebook, Instagram, or OpenTable.

ANA members got a sneak peek inside two startups relevant to the marketing industry, AdYapper and SimpleRelevance:

Named for the spirit of innovation ushered in after the Great Chicago Fire of 1871, this tech startup space is one of many popping up around the country. While most of the companies within its walls will fail, 1871 could just birth the next great marketing tool.

Insights and Highlights from the ANA Multicultural Marketing & Diversity Conference

By Bill Duggan, Group EVP, ANA
Posted: Nov 7, 2012 12:00am ET

The ANA Multicultural Marketing & Diversity Conference took place last week in Miami, attended by 600+.  The following provides insights and highlights from the conference.   


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About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.