Marketing Maestros | Archive | ANA

Marketing Maestros Archive

June 2019

  • Targeted Advertising Woefully Missing its Mark

    Posted: Jun 28, 2019 12:00am ET BY Matthew Schwartz

    A recent study finds that the online terrain for targeted advertising is getting increasingly difficult for marketers to negotiate.

  • Paving the Path to Digital In-House Success

    Posted: Jun 26, 2019 12:00am ET BY Molly Knol

    The ANA’s Molly Knol sat down with Josh Palau, VP of media strategy and platforms at Bayer Consumer Health, to get his thoughts on the process of in-housing and the tools necessary to make it work.

  • Cultivating Brand Passion with Sephora’s Emeline Berlind

    Posted: Jun 24, 2019 12:00am ET BY Molly Knol

    Ahead of her session at the 2019 ANA Digital & Social Media Conference, Emeline Berlind sat down with us to share her thoughts on building brand loyalty and spotlighting Sephora’s diverse community of fans.

  • Mobile Video Isn’t a Strategy, It’s a Stop on the Customer Journey

    Posted: Jun 21, 2019 12:00am ET BY Cindy Brown

    Mobile video accounts for the lion’s share of total digital video consumption. Advertisers should take a customer-centric approach by allocating dollars to mobile video only when doing so aligns with the customer journey.

  • Brand Safety Takes Center Stage in Cannes

    Posted: Jun 21, 2019 12:00am ET BY John Wolfe

    The ANA’s John Wolfe reports from Cannes on the launch of the Global Alliance for Responsible Media.

  • Global CMO Growth Council Unveils Leadership Roadmap in Cannes

    Posted: Jun 20, 2019 12:00am ET BY John Wolfe

    In his latest dispatch from Cannes, the ANA’s John Wolfe shares a few highlights of the Global CMO Growth Council meeting.

  • Why SMS Should Be a Strong Focus in Your Customer Engagement

    Posted: Jun 19, 2019 12:00am ET BY Mike Stone

    While some say that SMS (short messaging service) is making a comeback, the truth is that it never went away. Here are brands in four categories that weave SMS into their omnichannel customer experience.

  • The ANA in Cannes

    Posted: Jun 18, 2019 12:00am ET BY John Wolfe

    The ANA’s John Wolfe shares his takeaways from the first day at Cannes Lions International Festival of Creativity.

  • Be Direct, Be Outspoken, Be Consistent: Why Brand Authenticity Matters

    Posted: Jun 17, 2019 12:00am ET BY Vicki Brakl

    Brand authenticity is something that all consumers want to see, but what does it mean and why does it matter? Vicki Brakl, VP of integrated marketing at MNI Targeted Media, explains.

  • A Non-Gaming Brand’s Guide to Playable Ads

    Posted: Jun 14, 2019 12:00am ET BY Beatrice Olivas

    For years, gaming developers have used playable ads to stand out in a competitive space. Here’s a look at how mobile advertisers across verticals — from Coca-Cola to PayPal — can, and do, utilize the format.

  • Small Business Content Marketing Trends to Try in 2019

    Posted: Jun 12, 2019 12:00am ET BY Jessica Fender

    Content marketing is essential for revenue and brand loyalty, but new trends appear and vanish at a lightning-fast pace. Here are five trends that will make a difference in your content marketing strategy this year.

  • Happy Anniversary, ANA Transparency Report (With an Assist from Gary Vaynerchuk)

    Posted: Jun 7, 2019 12:00am ET BY Bill Duggan

    Today, June 7, marks the three year anniversary of the release of An Independent Study of Media Transparency in the U.S. Advertising Industry. The ANA’s Bill Duggan shares his thoughts on the future of transparency today.

  • Inspiration for Innovation: Discerning Opportunities for New Products

    Posted: Jun 7, 2019 12:00am ET BY Morgan Strawn

    Marketers’ role in developing consumer insights gives them a seat at the table where organizations can capitalize on those insights to generate ideas for new products. To seize the opportunity that such a position provides, marketers may find it valuable to consider some approaches that others have used to generate innovations.

  • Beyond Profit Podcast: A Discussion with Kantar’s Leslie Pascaud

    Posted: Jun 7, 2019 12:00am ET

    In the latest episode of the ANA Brand Purpose podcast, Kantar's Leslie Pascaud joins the show to discuss the brand's purpose research, the importance of sparking a purpose movement, the challenges of identifying a purpose that is true to a brand, and much more.

  • Turning Purpose into Action: Q&A With SAP's Tillman

    Posted: Jun 6, 2019 12:00am ET

    Alicia Tillman is the global CMO of business software company SAP. We caught up with her to get her perspective on purpose-driven marketing.

  • Why ‘Going Digital’ Is No Longer Enough for Print Magazines

    Posted: Jun 5, 2019 12:00am ET BY Renée Ruggeri

    Publishers are now paying more attention to their digital efforts and have increased their focus on social media, video, newsletters, and podcasts to make up for the lack of profitability of printed content. But having a web presence is no longer enough.

  • Why Businesses Must Grasp Millennial Thinking or Face Economic Calamity

    Posted: Jun 3, 2019 12:00am ET BY Ashley Pontius

    When it comes to shopping and buying, the millennial generation appears to play by its own rules. Gui Costin, consultant and author of Millennials Are Not Aliens, explains.