Marketing Maestros Archive

May 2020


How Local Will Lead the Way Out of the Crisis

Posted: May 27, 2020 12:00am ET BY Steve Lanzano

Businesses of all types and sizes are struggling to get back on their feet as a result of COVID’s gut punch, from local restaurants, car dealerships, and retailers to national travel and hospitality chains. Steve Lanzano, president and CEO of TVB, believes local markets will be where businesses spark back to life again — and local television will be the best conduit to get there.

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Beyond Profit Podcast: A Discussion with SAP CMO Alicia Tillman

Posted: May 27, 2020 12:00am ET

Beyond Profit host Ken Beaulieu catches up with Alicia Tillman, CMO at SAP, to discuss how purpose guides decision-making, the brand’s response to the crisis, how marketing will evolve, and more.

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B2B Marketing Gets Personal(ized)

Posted: May 26, 2020 12:00am ET BY Julia Doheny

B2B marketers in North America and Europe are looking to “get personal” with their marketing communications in 2020 and beyond, according to new research.

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5 Ways Marketing Could Be Different Post-COVID-19

Posted: May 25, 2020 12:00am ET BY Ryan Dinger

Though the COVID-19 pandemic has created uncertainty across every facet of society, one thing is clear: The world will never be the same again. Here are five predictions on how marketing could evolve after the pandemic ends.

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Designing a Personalization Go-To-Market Strategy

Posted: May 21, 2020 12:00am ET

Dynamic creative optimization (DCO) is a technology that uses data to choose – in real time – the most relevant set of visual components to show, optimizing the brand’s creative message to be more personal to the user. In this SlideShare, Innovid provides best practices for your DCO strategy.

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Miller Lite and Chipotle Crush Social to Keep Their Brands Fresh During COVID-19

Posted: May 20, 2020 12:00am ET BY Wendy Ball

Miller Lite gains some very valuable advertising in ESPN's popular documentary The Last Dance, and Chipotle engages house-bound fans on Tik Tok. Plus, ANA resources to help your brand adapt to the changing COVID-19 landscape.

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The Future of Brand Lift Studies is Brand Intender Rate

Posted: May 19, 2020 12:00am ET BY Stephen Jepson

Traditional brand lift studies are valuable, but they fail to give brands a complete picture of their audience, or the impact of their marketing. Brand intender rate (BIR) is a new way to look at campaign performance and optimization.

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Why Inbox Zero Is a Waste of Time and What You Should Do Instead

Posted: May 14, 2020 12:00am ET BY Andrew Eitelbach

Chasing the fabled empty inbox is a Sisyphean task that can end up costing more time than it saves. The ANA’s Andrew Eitelbach offers some alternatives to the endless pursuit of “inbox zero.”

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Retail’s New Reality

Posted: May 13, 2020 12:00am ET BY Olivia Lipski

It comes as no surprise that retailers are struggling as COVID-19 continues to take its toll across the globe. With social distancing and lockdowns still in effect in many key cities, storefronts and shopping malls remain empty and closed as restless shoppers sit at home.

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Beyond Profit Podcast: A Discussion with Rishad Tobaccowala on Staying Human

Posted: May 11, 2020 12:00am ET

Beyond Profit host Ken Beaulieu sits down with Rishad Tobaccowala to discuss some of the key insights from his book, "Restoring the Soul of Business: Staying Human in the Age of Data" and why the world has too much math and too little meaning.

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Data: First Harvard Business Review, Then the ANA Trust Consortium

Posted: May 11, 2020 12:00am ET BY Bill Duggan

A tremendous amount of money is spent on data for media buying decisions, specifically third-party audience data. A new white paper from the ANA Trust Consortium recommends five criteria to focus on when evaluating data.

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How CVS Health Is Encouraging Patients to Stay Home in Response to COVID-19

Posted: May 8, 2020 12:00am ET BY Dominick Fils-Aimé

As the COVID-19 pandemic continues to affect the lives of people around the world, some brands are standing out by adapting to the times. Here’s how CVS Health and Comcast are making a difference for their customers and driving brand affinity.

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Amid Chaos, COVID-19 Creates a Unique Opportunity for Brands

Posted: May 7, 2020 12:00am ET BY James Heller

Many marketers have pulled back their advertising in response to COVID-19. The buy-side is wise to adjust its spending, but halting marketing efforts entirely is bad for business, the economy and even consumers.

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The Pandemic’s Effect on Marketing, Why AI Will Change Agencies, and More

Posted: May 6, 2020 12:00am ET BY Andrew Eitelbach

In three months, the coronavirus has forced economic changes that will affect people’s lives for the better part of the next decade, if not longer. This, and other highlights from the month of April on ANA Newsstand.

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3 Ways Your Brand Can Work with Virtual Influencers

Posted: May 5, 2020 12:00am ET BY Christopher Travers

Brands need fresh, innovative ways to appeal to new audiences while artfully retaining already hard-earned fans. Partnering with a virtual influencer is a proven strategy to accomplish this goal, giving brands new, direct access to younger generations as they age into the consumer market.

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Giving Is More Important Than Ever During the Pandemic Crisis

Posted: May 4, 2020 12:00am ET BY Senny Boone

As the COVID-19 pandemic continues its devastating toll, nonprofit organizations — including a large portion of ANA members — work on the front lines to provide needed relief. Take a moment on Giving Tuesday to participate, but do not stop there!

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Top Email Marketing Award Honors for 2020 Go To…

Posted: May 1, 2020 12:00am ET BY Ryan Phelan, Jose Cebrian

We are excited to announce the winners for the 2020 ANA Email Experience Council’s Awards. These awards help shine a light on the best and brightest in our community.

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