Learn how to transform the global marketing supply chain for competitive advantage. While the concept of managing marketing as a supply chain is not new, most organizations struggle with large-scale improvement efforts because managers do not account for marketing’s unique challenges.
Earning customers’ trust is key to getting positive referrals. Understanding what drives admiration for your brand and products will enhance your ability to influence the dialogue in the social media space.
In the years to come, building a deeper relationship with multicultural segments is the key to growing brands and increasing revenue. Taken together, the buying power of the Hispanic, African American, Asian, and Native American communities now exceeds $1.5 trillion a year.
Domain name expansion will cause irreparable damage to brands. Bob Liodice, ANA president and CEO, urges ICANN to reconsider the decision to increase the number of domain names.
Find out what marketers can learn from former Campbell Soup CEO Doug Conant in a Q&A session with ANA Magazine. He discusses how he worked with the brand's marketing department, the average tenure of CMOs, and risk-taking in marketing.
An ANA branded entertainment survey reveals little progress on core issues. Client-side marketers remain devoted to branded entertainment, but measurement continues to be a challenge for most, and cost has emerged as a deterrent for some.
Eight visionaries reveal their predictions for the industry over the next decade. They discuss everything from social to mobile to search to online video.
Online video advertising is hitting its stride — and savvy companies are reaping the rewards. Here’s how to make the most of this emerging medium.
Mobile marketing presents many opportunities, but big issues remain in understanding what mobile marketing’s capabilities really are, enterprise ownership, and perceived complexity.
Marketing to consumers by their life stage rather than by their age can be a game-changer. Learn how with 10 best practices for life-stage marketing.
Michael Palmer, executive vice president of the ANA School of Marketing, explains why training is the key to marketing efficiency, superior results, and brand growth.
Esther Lee, senior vice president of brand marketing, advertising, media, and sponsorships for AT&T, discusses how brands can harness the power of the mobile platform.
Bob Liodice, President and CEO, ANA, discusses why the industry needs a champion for measurement.
CMO Karen Quintos lays out a fresh branding campaign for courting IT success and provides best practices for achieving professional (and personal) victories.
At AB InBev, procurement and marketing take a team approach to agency selection.
When marketing and sales work together in an insights-based approach to sales, everybody wins.
Bob Liodice, President and CEO, ANA, discusses making a case for more productive marketing.
It’s time for marketing, procurement, and agencies to build a more harmonious relationship. Just as procurement executives should expand their knowledge of agency operations, agency executives should become “procurement savvy.”
How to maximize the effectiveness of your sponsorship opportunities through accurate targeting, goal-driven resource allocation, and integrated marketing. Also find case studies from Mercedes-Benz and State Farm.
The IAB’s president and CEO addresses the sensitive issue of online behavioral advertising and other timely topics including digital advertising measurement, mobile marketing, and the efficacy of television advertising.