Magazines
The Next Big Thing
The Digital Marketing Hub is ushering in a whole new standard for engaging customers. It helps marketers solve several long-standing challenges including measurement, attribution, data and analytics, and tagging.
Too Much Data?
While the reams of new data can be difficult to manage, harvesting it can lead to more effective marketing campaigns. Learn how data analysis led to the "Green Line" campaign from Fidelity.
Trending Upward
New ANA research reveals that marketers are developing and executing more effective integrated marketing plans.Even though IMC programs are more effective today than in years past and provide greater value to an organization, the survey found that several challenges remain.
Worldly View
Read about insights from AB InBev CMO Chris Burggraeve on marketing to a global audience. He covers global strategy implementation, new media platforms, and more.
Charitable Mailings
A case study from the American Institute for Cancer Research shows that sending marketing and donation requests through the mail is still an effective strategy.
Direct Mail: You May Be Missing Out on a Powerful Tool
Mail volume might be down, but combining direct marketing with new media strategies has provided increased results. Get the top 10 direct mail best practices from the Direct Marketing Association.
Mail Drives Sales
Why integrate direct mail into our advertising? Short answer: it works. Case studies from Zappos, Dukky, and TruGreen show how mail is making a major difference in advertising and marketing campaigns of all kinds.
Agency Trading Desks Demystified
A new ANA white paper brings to light the essentials of an emerging audience purchasing model. While trading desks have been around for about four years, little has been done to educate the marketing community about their potential benefits.
Digital Buying Trends
Brands are dealing with new and evolving consumer strategies along the path to purchase. Learn about how these trends are being successfully executed by marketers.
Final Say: Creative Dissonance
Disrupting traditional creative practices is the key to success in today’s environment. Learn about Audience First, an approach Visa uses to make consumer-centric media planning the first step in the creative process.
From the Top: Moving Diversity Forward
The marketing industry has taken small steps to embrace diversity, but more must be done. Bob Liodice, president and CEO of the ANA, says despite a number of initiatives aimed at increasing the number of minorities in the industry, marketers and media companies haven't made enough progress.
Interactive TV
It's still early, but initial results for interactive TV (iTV) are promising. iTV has made significant strides over the past year, with 75 percent of U.S. TV households exposed to some type of iTV advertising.
It's England Time
MillerCoors relies on marketing pro Andy England to build market share while leveraging the brewer's unique stable of brands. England shares best practices for guiding the brand forward and discusses a partnership with the National Hockey League.
Marketers’ No. 1 Missed Opportunity
Research recently conducted by Ipsos for Condé Nast Ideactive identified significant, and often overlooked, areas conducive to consumer engagement at pre- and post-purchase points. How best to engage consumers’ emotions depends on what device they’re using and where they are in the purchasing journey.
Marketing Middleware
While short CMO tenure has become a widely accepted way of life, often there's a fundamental issue at play. Marketing middleware is the glue that connects business strategy and marketing execution, and it's a necessity in order for CMOs to succeed.
The Mobile Market
Retailers are reacting swiftly consumers armed with smartphones and other mobile devices. It’s crucial that retailers engage mobile shoppers so that they still find their way back into the store, as opposed to simply ordering online.
A New Era of Financial Services
Discover how the Bank of America is communicating in a challenging environment. The brand focuses on communicating not merely what it does but what it stands for and also conveys what all its stakeholders are demanding: a purpose-driven brand.
Multicultural Excellence
Learn about winners of awards for multicultural excellence in the Hispanic, Asian, and LGBT categories and what made their campaigns such successes. Brands featured include Scotts Miracle-Gro, the California Department of Public Health’s Tobacco Control Program, and Allstate.
Right Place, Right Time
Digital out-of-home advertising opens new doors for brand marketers. Convergence between this evolving medium and other digital technologies can yield powerful benefits for marketers.
Rising Marketing Stars
The ANA recently recognized its second class of “Rising Marketing Stars”—four young professionals who have made valuable contributions to the overall excellence of their marketing organizations. The winners were nominated by a senior executive in their company for demonstrating leadership, innovation, creativity, and accountability, among other attributes.
