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Search returned: 71 document(s).

  • Advertising Financial Management

    Insight Briefs   July 14, 2016  

    This Insight Brief discusses the financial trends and challenges faced by advertisers and includes case studies from Adobe and Neiman Marcus.

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  • Events and Sponsorship

    Insight Briefs   June 21, 2016  

    Sponsorships and event marketing used to be a straightforward concept: pay a sports team or other entity a fee in exchange for visibility and access to fans at events. However, brands are finding more and more that to get the ROI they’re looking for, they must take sponsorships and event marketing to the next level. The ANA shared trends and best practices from companies that are using their sponsorships as a platform to activate strategies and engage consumers.

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  • Marketing Organization

    Insight Briefs   May 23, 2016  

    In the past five years, the only constant in the marketing industry has been change. Advances in technology have significantly changed consumer behaviors and expectations, which in turn have upended many longstanding marketing tactics and business models. In order to keep up with the rapid pace of change, brands must go beyond updating their messaging; they must change the way they go to market, and often, the way their marketing function is organized. In this insight brief, the ANA shares stories of brand transformation from Taco Bell, Kraft, SAP and more.

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  • Integrated Marketing

    Insight Briefs   April 18, 2016  

    This Insight Brief gives marketers best practices for building integrated marketing campaigns that better connect with consumers, with case studies from brands such as Mastercard and Dunkin’ Donuts.

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  • Marketing Technology

    Insight Briefs   March 16, 2016  

    This Insight Brief discusses how technology disrupted the consumer journey and how it makes marketing faster, cheaper, and more targeted. It includes new research from CES, innovative trends from Oculus, USPS, and Mashable and best practices from NOOK and Touchstone Energy.

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  • In-House Agencies

    Insight Briefs   February 9, 2016  

    This Insight Brief gives marketers best practices for building and maintaining an in-house agency, with case studies from brands such as Netflix and Vistaprint.

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  • Big Data

    Insight Briefs   January 22, 2016  

    This Insight Brief discusses how brands can interpret data to better target emails, drive customer loyalty, and develop campaigns that speak to the specific interests of their customers. It includes case studies and best practices from MGM Resorts, Oral-B, Hewlett-Packard, and GE.

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  • Using Content to Drive Brand Engagement

    Insight Briefs   January 11, 2016  

    Content Marketing has gone from an emerging tactic to a central pillar of marketing in a manner of months. As consumers continue to grow weary of traditional advertising, the need for valuable, relevant content delivered when and where the consumer wants it becomes greater. Elliot Lum, VP of Strategic Marketing at Columbia Records, spoke with marketing leaders from across numerous categories to find out how they define content marketing, and what they are doing to master it moving forward.

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  • Industry Vertical: Automotive

    Insight Briefs   December 22, 2015  

    As more and more of the automotive path to purchase occurs online, what does the future hold for car dealerships?

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  • TV and Video

    Insight Briefs   November 20, 2015  

    This insight brief covers the latest trends in TV and video advertising, including connected TV, mobile video, and in-house production.

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  • B-to-B Sales Enablement Through Marketing

    Insight Briefs   October 27, 2015  

    The sales and marketing functions within most B-to-B brands are isolated at best, and antagonistic at worst. In recent years, industry-leading companies have worked to align their sales and marketing teams under common business goals using tools, training and even reorganization. The ANA and BMA explored the way brands are empowering sales via marketing, and driving business growth in the process.

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  • Innovation

    Insight Briefs   October 19, 2015  

    This Insight Brief discusses the necessity of an innovative approach to marketing in an age of disruption.

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  • Global Marketing

    Insight Briefs   August 27, 2015  

    This Insight Brief discusses how brands are connecting with consumers globally, including best practices from Nissan and Coca-Cola.

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  • B-to-B Marketing

    Insight Briefs   July 30, 2015  

    For years, Business-to-Business marketing was largely viewed as a support function for the company’s salesforce. Recently, however, an increasing number of B-to-B organizations are realizing the importance of branding, cross-channel messaging, and leveraging customer insights to resonate with business decision-makers on an emotional level. The ANA and BMA shared insights, trends, and best practices from some of the world’s leading B-to-B brands.

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  • Media Leadership

    Insight Briefs   June 25, 2015  

    This Insight Brief discusses links media leadership to innovation strategy and included case studies from American Airlines and Time Warner.

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  • Social Media

    Insight Briefs   May 19, 2015  

    This Insight Brief examines best practices for social media platforms and includes case studies from McDonald’s and the Ice Bucket Challenge.

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  • Driving Business Through Content Marketing

    Insight Briefs   April 29, 2015  

    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.

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  • Brand Activation

    Insight Briefs   April 7, 2015  

    This Insight Brief covers the six pillars of brand activation: promotion marketing, retail marketing, relationship marketing, experiential marketing, content marketing, and influencer marketing.

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  • Multicultural Marketing and Diversity

    Insight Briefs   February 19, 2015  

    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.

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  • Reaching Consumers Through Mobile Apps

    Insight Briefs   February 9, 2015  

    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.”

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