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In a few short years, content marketing has gone from an emerging tactic to a necessity in most brands’ marketing strategies. By delivering value to consumers within the context of the platform they’re on, brands can deeply engage and establish long-term relationships with them. The ANA shared insights and best practices for content marketing from some of the biggest brands in the world.
Brand activation is the management of the total brand experience and brand/consumer relationship in order to drive business and increase consumer loyalty. In 2014, the ANA acquired the Brand Activation Association to offer its members a robust knowledge base on the six pillars of brand activation: promotion marketing, retail marketing, relationship marketing, experiential marketing, content marketing, and influencer marketing.
This Insight Brief explores best practices in internal organization and strategy for marketing to a diverse population. Learn how brands like Coca-Cola, the NBA, and Honda Civic are reaching multicultural consumers, including the important Millennial target.
Smartphones have been adopted by consumers faster than any technology that has come before it, putting virtually everything an individual could want or need in the palm of their hand. This new channel has created near-limitless opportunities for brands to connect in a deeper, more relevant way with consumers, creating brand advocates and driving sales in the process. The ANA looks at the latest developments and best practices in a space some marketers are describing as “the best way to reach consumers available.”
The digital revolution and rise of the Millennial generation have substantially impacted the marketing landscape. Increasingly, brands are venturing beyond the traditional methods of advertising by creating engaging content without sales pitches to increase brand affinity. The ANA shares the different approaches brands are taking to becoming publishers, and how valuable content can be leveraged to create and enhance the brand/customer relationship.
Consumer neuroscience, also known as neuromarketing, can give brands new ways to test, track, and measure the effectiveness of communication strategies. Brands like Campbell’s are using consumer neuroscience to make print, packaging, and in-store advertising more effective. This Insight Brief also provides tips for selecting the right research vendor.
Customer loyalty isn’t dead, it’s just different. With the proliferation of channels, media, and products, brands must work harder to keep customers coming back. The ANA shared how some innovative brands leverage mobile and social media, as well as customized ads and experiences, to form meaningful, lasting consumer relationships.
Programmatic media buying has caught the attention of major advertisers. This Insight Brief defines key terms in programmatic buying, explains how programmatic buying works through an agency trading desk, and offers best practices for managing agency fees. Marketers can also learn about considerations for taking programmatic buying in-house and read case studies from Kimberly-Clark and Ford.
Each new device, technology, and medium gives marketers new ways to connect with and engage consumers. However, every advancement in advertising has legal ramifications. This Insight Brief shares concerns and advice around issues such as native advertising, global expansion, and the emerging Internet of Things.
This Insight Brief covers several models for agency relations, the agency selection process, compensation, and best practices for writing strong briefs.
How can the marketing organization and PR function evolve to meet the needs of the digital era? Today’s PR professionals should move beyond the press release to build expertise in SEO, influencer outreach, and content marketing. This Insight Brief shares how brands like Honest Tea and CarMax have leveraged PR to improve marketing ROI, as well as tips for selecting the right PR agency partner.
This Insight Brief discusses the best practices, challenges and trends related to the relationship between marketing and procurement.
This Insight Brief discusses the best practices, measurement challenges, and future opportunities of experiential 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.
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.
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.
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.
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.
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.
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.