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 B2B Companies Need Instagram Marketing

Posted: Jun 5, 2019 12:00am ET BY Hugh Beaulac

With over one billion active users, Instagram is a valuable tool for B2B marketers. Here are five reasons why Instagram should be part of every B2B brand’s strategy.


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.