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Boosting In-Housing ROI: Harnessing the Power of Creative Storytelling
As brands increasingly bring creative functions in-house, they gain greater control over their storytelling, boost efficiencies, costs, and accelerate their time-to-market. This approach provides a cohesive platform for developing creative concepts that can scale across channels, whether it’s brand marketing, social media, or e-commerce.
Industry Insights
Creators Move Down Funnel to Performance Marketing
Creator marketing has officially moved down funnel and become a true performance marketing channel. Whether they’re paid affiliate commissions, flat fees per post/video, consulting fees, or a combination of the three, today’s creators are motivated to increase their marketing partners’ sales.
Industry Insights
Programmatic Transparency: Website Overload – Little Reward, Lots of Risk
The ANA’s Programmatic Supply Chain Transparency Study revealed a statistic that should be particularly alarming to those who rely on inclusion lists, as I did when I was running a media buying function; the average campaign examined in the study ran on a staggering 44,000 websites. So, in this, the third post in our programmatic transparency series, let’s examine what’s going on here and how things should, and can, be done better.
Growth Marketing
How can my brand ensure it is focused correctly on growth?
Brands and Mental Health
How can brands support consumer and employee mental health and wellness?
How a Binge Worthy Drama Drove Gen Z Gym Memberships
“On this Repisode of High School Summer Pass” is a free gym promo disguised as a bingeable teen drama that lived on the same platforms as generation Z, positioning Planet Fitness as a place they belong.
Invisalign’s Movie Trailers Juxtapose the Benefits of its Aligners to the Discomfort of Braces
To position the brand as the hero that keeps teens drama-free, Invisalign created #InvisIsDramaFree 2023 — a series of fake movie trailers emphasizing the daily hassles and visceral discomfort of braces juxtaposed against the benefits of the brands clear aligners.
McDonald’s Host Grimace's Birthday to Engage Gen Z Consumers
McDonald’s harnessed the power of one of its most iconic characters and social media to modernized its nostalgic McDonald’s Birthday experience.
A Definitive Guide for CEOs and CMOs to Jointly Unlock Growth from Marketing
This study, developed in partnership with McKinsey, provides a new perspective for unlocking marketing-driven growth - and has implications for CEOs, executive committees, C-Suites, and chief marketers.
IRG Impact Study Findings: Driving More Humanized Growth
In 2023, the Global CMO Growth undertook an important research initiative with Oxford University and the Institute for Real Growth to help elevate how the business community understands and values marketing, brand building, and creativity in driving growth.
2023 ANA Global CMO Growth Summit Recap
The ANA Global CMO Growth Summit provided opportunities for CMO delegates to incorporate best practices into their individual company’s growth strategies and, importantly, to gain consensus on leadership initiatives that will strengthen the marketing ecosystem.
AI Adoption In Marketing — The Game Changer You Can’t Afford to Ignore
Knotch surveyed over 200 marketing professionals in order to understand how perspectives on AI are shifting, the velocity of AI adoption, and where AI is currently being underutilized for marketing organizations. Andrea Salerno, Director of Content and Community at Knotch, discussed the research findings.
360° Insight: Elevating Year-End Success with Agile Fundraising and Marketing Strategies
Jeffery Owens, Direct of Marketing for the Salvation Army, Western Territory, shared how his team and organization are planning for the 2024 end of year fundraising and the longer term during significant social change and disruption.
A Pulse Moment in NYC: A Look into Citizens Activation Strategy as Official Bank of the 2023 TCS NYC Marathon
Looking to authentically connect with New Yorkers using sponsorships, in 2023 Citizens became the official bank of the TCS New York City Marathon. Citizens strategically executed a week-long activation and takeover around NYC’s most iconic event that engaged customers, colleagues, runners, and NYC communities.
The Role of Customer Analytics Throughout the Value Chain: Applying Customer-centric Thinking to Fuel Growth
This paper explores the opportunities for brands to use customer analytics and the concept of customer centricity as a core business strategy in driving brand experience and growth.
Captivating Characters in Advertising: Harnessing the Power of Fluent Devices
System1 shares how leveraging characters can differentiate a brand, enhance branded storytelling, and induces positive feelings among consumers.
The Top Influencer Marketing Trends of the 20s (So Far)
This report from CreatorIQ summarizes all the organization’s key findings during its first three years researching key trends in influencer marketing.
Radio and TV Compared by Share of the 18-49 Audience
Cumulus Media shares Nielsen data that illustrates how radio and TV have competed for the 18-49 age demographic over time, noting that radio assumed dominance starting in 2022.
Radio's Ability to Increase Reach, by the Numbers
Cumulus Media shares Nielsen data that quantifies the incremental lift in reach gained from adding radio to a campaign’s channel mix.
The Audiences for Radio and TV, by Age
Cumulus Media shares Nielsen data that compares the age composition of radio and TV audiences.
E-commerce Quick Win Package
ANA's E-commerce Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when activating and growing ecommerce at your company.
E-commerce Cheat Sheet
Use this cheat sheet to learn about marketing's role in e-commerce and how to overcome common pitfalls.
E-commerce Checklist
Use this checklist to help you take a systematic approach to activating and growing e-commerce at your company.
ABM Strategy Playbook
Follow this simple step-by-step guide to develop an account-based marketing (ABM) approach and strategy.
The Acceleration of Principal Media
Principal media has been getting increased attention, and marketers need to be aware and knowledgeable. This report provides detailed guidelines around areas including the importance of the client/agency contract, the approval process, and auditing.
Decoding Compensation Models and Implementing the Right Model
This executive-level guide is a joint initiative from the ANA and the 4A’s that outlines commonly used compensation models and provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model.
ANA Collection of Summary Reports on Artificial Intelligence
The ANA presents a collection of 18 AI research reports that most closely align with the interests of marketers, summarized with key takeaways.
Training Takeaways
Get smarter at a glance with career-critical insights drawn from expert-led trainings.
Aligning the Customer Journey to Goals: Lead Gen Versus Retention
The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.
Four Tips for Finding Your Most Valuable Direct Mail Audience
To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.
Three Advantages of Direct Mail Retargeting Technology
Direct mail retargeting delivers multiple touchpoint opportunities for customers who have engaged with your brand. This technology provides consistency across touchpoints as customers consider and evaluate decisions while navigating their path to purchase. Adopting this approach offers marketers three key advantages as “front-end” activity triggers valuable responses on the back end of the technology.
Videos
A library of ANA on-demand conference sessions and highlights, webinars, podcasts, and original video content.
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Blogs
Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.
Marketing Futures
With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.
ANA Magazine
Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.