Find out what marketers should know about TV viewers’ propensity to interact. With the right basic framework, brands can transform a traditional 30-second encounter into a dialogue, dynamically tracking their targets’ preferences to make each dollar more valuable than the last.
Actionable insights are powering the effectiveness of TV advertising. A data-driven methodology helps brands successfully engage target consumers, substantially enhancing the power of their overall marketing strategies.
New media platforms may grab all the attention, but television reigns supreme as a powerful advertising medium. While total TV ad spending this year is expected to rise only 2.5 percent, even that hike will result in an outlay of $60.5 billion--considerably more than on any other media format.
These statistics show the growing importance of iTV.
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.
Profitable growth results from a focus on improving customer value. Learn how executives connect the redefinition of customer value to social media and metrics.
Through focused efforts, brands in a number of industries are becoming more accountable marketing organizations. Learn what steps these companies are taking to improve marketing accountability.
CMO Karen Quintos lays out a fresh branding campaign for courting IT success and provides best practices for achieving professional (and personal) victories.
A case study from Staples shows how the brand increased campaign response rates. Staples is analyzing the purchasing patterns of its core customers and targeting them with relevant, profit-generating offers.
Today’s marketing leaders must create consistent, personalized customer experiences. CMOs from Procter & Gamble, Zappos, and Nike share how they connect with consumers.
A new ANA survey reveals a significant level of digital agency fee renegotiation. Learn about approaches marketers can take to more productively and efficiently obtain digital marketing services.
Decideware's practical guide presents three elements to consider when determining the value of an agency relationship.
These five best practices can improve the relationship between marketing, procurement, and agency professionals. To further improve these relationships, ANA has launched the Procurement Mentoring Program.
At AB InBev, procurement and marketing take a team approach to agency selection.
Key insights help marketers maximize an agency evaluation program to improve agency performance, maximize client efficiencies, and optimize cost savings, the program centers on a client’s evaluation of an agency’s performance across a range of areas. A case study shows how one pharmaceutical company refreshed its existing agency evaluation program to ensure that agencies focused on activities that increased brand value in a cost-effective way.
When marketing and sales work together in an insights-based approach to sales, everybody wins.