Insight Briefs

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Multi-Screen Marketing

Multi-screen campaigns are widely acknowledged as crucial for marketing success, but implementation and measurement challenges remain. This Insight Brief explores best practices for multi-platform strategies and new research on cross-screen consumer behaviors. Case studies from ESPN and Food Network also offer insights into successful multi-screen campaigns.

The Mechanics of Music Licensing

Elliot Lum and Jasmine Martin of the Columbia Records Creative Agency share a number of best practices and case studies from brands who used music to effectively bring their campaign to a whole new level.

Millennial Marketing

Millennials are the first generation of digital natives. They expect unlimited choice, customized service and products, and extremely fast delivery of goods. They share experiences, retail and otherwise, more than any other group of consumers. This insight brief offers a deeper understanding on how to engage with the largest and most influential generation of consumers in history.

Real-Time Marketing

Connecting with consumers in real time has more to do with a brand’s day-to-day activities than one “big moment.” This Insight Brief explores best practices in organization, strategy, and content for success in real-time marketing. Learn how brands like MasterCard and Coca-Cola have created real-time command centers to maximize social listening and engagement.

Innovation

In order to keep up with a rapidly changing market, it’s crucial for brands to constantly seek new ways to innovate and evolve, not only in messaging, but as a company. In this Insight Brief, top marketers discussed the challenges, opportunities, trends and best practices involved in creating a truly innovative marketing campaign.

Sponsorship and Event Marketing

This ANA Insight Brief features sponsorship case studies from Con Edison, Herbalife, Home Depot, Norwegian Cruise Line, and SAS. Read about important considerations to protect your sponsorship, secrets to successful experiential marketing, and the most popular types of events sponsored by ANA members.

Collaborating with the Music Industry

Elliot Lum of Columbia Records discusses the five differences between music marketing and marketing a traditional consumer product or service in this Insight Brief. Read about the key players in the music ecosystem, core partnership principles, and more, told through brand case studies and interviews.

Multicultural Marketing

Take a deep dive into the debate between cross-cultural and multicultural marketing in this ANA Insight Brief. Learn the secrets to more effective multicultural marketing from leaders such as AT&T, Heineken, and L’Oreal.

Marketing Organization

This Insight Brief discusses the evolving roles of the CMO and marketing teams as companies reorganize to achieve digital excellence. Learn the eight essentials to building an all-star social team, the five ways companies organize for social, and how B-to-B structures are changing. Case studies from Brown-Forman, Avon, and GE are also shared.

From Branded Entertainment to Branded Engagement

Branded engagement is what happens when you create branded content on a digital platform. The process amplifies the message, delivering strategic results. Read how Diageo, DuPont, and Ubisoft are using branded engagement to reach consumers in this ANA Insight Brief written by Rich Sutton of Mail Online.

Big Data

Big data seems to be the buzz­word of the moment. But what is it, exactly? And what does it mean for marketing? Read best practices from Adobe, Allstate, Gilt Groupe, and Barack Obama’s presidential campaigns. Learn how to put big data to work for you in this ANA Insight Brief.

Content Marketing

Research reveals that 91 percent of marketers use content marketing, yet only 36 percent believe their programs are effective. This ANA Insight Brief provides tips for building an impactful content marketing program and shares best practices from Charles Schwab, Cleveland Clinic, Kraft, and Schick. Read how to repurpose existing content, empower brand advocates, and what to measure to create an effective content marketing program.

Music in Advertising

Written by Elliot Lum, Niara Blakney, and Justin Jesena of Columbia Records, this ANA Insight Brief offers members a primer on using music in commercials. Research from ANA, Columbia Records, and Millward Brown makes the case that music is an effective way to enhance the creative message, improve brand recall, and engage distracted consumers.

Social Media

This compilation of ANA resources explores new trends in social media, including tips for using Pinterest, how to harness fan data, and the secrets to creating engaging social content. Case studies from ANA members Hilton, HP, and REI are also shared.

Luxury and Affluent Markets: What’s Really on Consumers’ Minds in 2013?

This ANA Insight Brief features findings from The Shullman Luxury and Affluence Monthly Pulse survey. The results provide marketers with insights into affluent consumers’ perceptions of their personal financial situations, media and purchasing habits, and their outlook of the U.S. economy in 2013.

Out-of-Home Advertising: Reaching the Consumer Everywhere

Out-of-home media includes hundreds of formats and endless possibilities for reaching consumers. Get an overview of the out-of-home landscape and take a deeper dive into mall advertising, interactive billboards, and digital place-based media in this ANA Insight Brief. Case studies from Purina, Fiat, and Yahoo! are also shared.

Green Marketing: Growing Your Business Through Sustainability

Green products are a huge business. It is estimated that they account for $40 billion in annual U.S. sales. This ANA Insight Brief includes best practices for building a green marketing program. It features case studies from Patagonia, Reckitt-Benckiser, Seventh Generation, and TerraCycle, in addition to information on federal guidelines for green and sustainable marketing.

Local Marketing: Bringing the Message Home

Localism and targeting are more important than ever as technology is enabling marketers to have one-to-one conversations with consumers. Featuring case studies from ANA members BP, Coca-Cola, and Walmart, this Insight Brief discusses how national brands are going local. Read why local TV is more relevant than ever and why having a local social media page is essential.

Marketing to Hispanic Consumers: The Path to Growth

This ANA Insight Brief contains valuable information on reaching Hispanic consumers via shopper marketing, how to connect with the bilingual/bicultural Latino, and five ways to invest well in multicultural marketing. Case studies from Hennessy and ANA Multicultural Excellence Award winner The Scotts Company are also included.

Sports Marketing: A Slam Dunk

This Insight Brief contains case studies from ANA members, such as Budweiser, Western Union, PNC Financial Services, and Whirlpool, as well as best practices for moving into the sports marketing arena. An in-depth look at advertising spending during the 2012 NCAA March Madness men’s basketball tournament is also included.

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