Chris Warren

Chris Warren has written about everything from the best jazz clubs in Tokyo to B2B marketing. A former editor at Los Angeles magazine, Warren has contributed to National Geographic Traveler, Institutional Investor, and the Los Angeles Times, among many other publications.

Recent content by this author:

  • The Curtain Rises for Livestreaming

    ANA Magazine   February 10, 2023  

    After first gaining popularity in China, livestream shopping is growing fast in the U.S., with the market expected to reach $32 billion this year, nearly double compared to 2022. Conversion rates are also on the upswing. As they ramp up their investments in livestreaming, it's key for brand managers to develop programming that will both entertain viewers and mesh with other marketing channels.

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  • Growth of Influencer Marketing Brings New Rewards, Raises Tough Questions

    ANA Magazine   January 20, 2023  

    Spending on influencer marketing is expected to grow to $6.1 billion in 2023 and $7.1 billion in 2024, per Insider Intelligence. But as the market expands, brand managers are starting to ask tougher questions about the advantages — and drawbacks — of using influencers to help boost engagement efforts and land new customers.

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  • Will CMOs Face New Pressure to Prove Their Worth?

    ANA Magazine   December 9, 2022  

    As companies began to double down on their online marketing efforts due to the pandemic, newly hired CMOs were able to command higher salaries. But the calculus for CMO pay may be changing, as companies face a possible recession.

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  • For More Marketers, 'Black History Month' Goes Beyond a Point in Time

    ANA Magazine   November 11, 2022  

    With Black History Month around the corner, a growing number of brands are moving beyond a four-week window tied to the celebration to forge deeper relationships with Black-owned businesses and Black communities. The efforts range from hands-on training to help companies go to market faster to making people aware of rapidly changing demographics in the U.S.

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  • Agency Account Reviews Are Increasing

    ANA Magazine   October 14, 2022  

    The pandemic jolted many brands into beefing up their digital marketing and some into switching their ad agencies. But while the tumult caused by COVID-19 has subsided, the pace of account reviews has only accelerated.

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  • Fighting Digital Ad Fraud Is Getting More Complicated

    ANA Magazine   September 21, 2022  

    Fraud in digital advertising remains an issue, and while the exact scale of the problem is a matter of dispute, there's widespread agreement that as the market grows, so will the need for brands to take an active role in protecting their investments.

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  • Making Scents of Your Brand

    ANA Magazine   August 5, 2022  

    The acceleration in scent marketing is being fueled by consumers' post-pandemic thirst for real-world experiences. A powerful driver for human emotion, scent provides food brands with unique ways to stir engagement and fuel sales. As with other brand extensions, context is critical.

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  • Consumers Want a New Retail Experience

    ANA Magazine   June 3, 2022  

    The retail world looks a lot different following two years of tumult due to the COVID-19 pandemic. Brick-and-mortar sales are expected to grow up to 3.4 percent through 2025, per eMarketer. As consumers head back to stores, brands will need to sharpen the ways they weave their messaging between the physical and digital worlds.

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  • Why Chief Executives Run Out of Patience with Their CMOs

    ANA Magazine   April 22, 2022  

    A recent survey paints an ominous picture of the level of confidence chief executives have in their CMOs, with most thinking that CMOs put their own interest above that of the organization. At the same time, about a third of CEOs have great confidence in their CMOs. That presents an opportunity for chief marketers to change the dynamic and demonstrate their business acumen.

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  • When Cancel Culture Comes

    ANA Magazine   March 25, 2022  

    When consumers shame and/or boycott companies and organizations due to actions or statements they deem offensive or harmful, marketers at the center of the cancel-culture storm may want to wait until things blow over, a recent study says. At the same time, a brand could risk irrelevancy if it goes too long before responding to public concerns. How best, then, to respond?

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  • Marketers Bolster Their Efforts to Support Mental Health

    ANA Magazine   January 28, 2022  

    Even before the surge in the COVID-19 Omicron variant, there was ample data chronicling the huge toll the pandemic has taken on people's mental health. Brands in the health care sector are responding proactively, offering new counseling services at or near their retail outlets. The efforts have led marketers to reevaluate how they talk about the highly sensitive subject of mental health and reduce the stigma people have about asking for help.

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