Marketing Maestros Archive

December 2021

  • The Fresh Market's CMO Kevin Miller on Diversity

    Posted: Dec 20, 2021 12:00am ET BY Kevin Miller

    Over the past 35 years, not many have been comfortable enough with anchoring their business or individual successes closely to diversity initiatives, until recently. This time it seems different.

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  • What’s Your Training Identity?

    Posted: Dec 14, 2021 12:00am ET BY Matt Prohaska, ANA Faculty

    The method behind more than 85 percent of display, mobile, and video advertising, bought programmatically, is fundamentally changing, causing every marketer to assess how they are spending budget today and tomorrow. So how we appreciate, understand, and leverage these changes is of most importance.

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  • Maximize Digital Marketing Investments by Harnessing Untapped Incrementality

    Posted: Dec 13, 2021 12:00am ET BY Julian Baring

    Google’s initial announcement to completely do away with third-party cookies has caused concern among industry players. However, there is significant opportunity for advertisers and publishers if they are willing to test and learn.

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  • Why B2B Has Different Challenges in the Post-Cookie World

    Posted: Dec 13, 2021 12:00am ET BY Erik Matlick

    Alarmist takes on privacy changes and policy updates have equated these changes to an apocalypse for digital advertising. While no company will be immune to any of these changes, the impact will be felt differently across the ecosystem.

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  • 30 Years in Your Ears: Audio and Marketing

    Posted: Dec 13, 2021 12:00am ET BY Tammy Greenberg

    Consumers are increasingly leaning into audio across platforms and moving off-screen as a result of extreme post-pandemic fatigue. Audio has, once again, become the consumers' go-to content of choice.

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  • Why Brands Should Better Utilize Retail Media Networks

    Posted: Dec 10, 2021 12:00am ET BY Mike Ellgass

    Growth of Retail Media Networks (RMNs) as shopper engagement vehicles accelerated dramatically in 2020 due to the pandemic, as shopper marketers and retailers had to expand digital platforms to connect with consumers who were adopting new shopping habits amid stay-at-home mandates.

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  • 5 Shifts eCommerce Brands Should Make to Mitigate the Supply Chain Crisis

    Posted: Dec 10, 2021 12:00am ET BY Ki-Hoon Chung

    Retail experts predict an all-time high of over $1.147 trillion in holiday-related retail sales this year -- a staggering 9 percent increase from last year's sales, per eMarketer. However, one major obstacle stands in the way of every single brand: the global supply chain crisis.

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  • How Brands Are Finding Success in Flipping Tired Stereotypes

    Posted: Dec 9, 2021 12:00am ET BY Greg Ricciardi

    From detail-obsessed Pinterest moms to loafing clueless dads, marketing has always loved a stereotype. They’re easy. They’re accessible. They require very little explanation or defense when thrust into a marketing campaign.

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  • The CMO and CIO’s Action Plan for Marketing Data Security

    Posted: Dec 8, 2021 12:00am ET BY Nancy Marzouk

    As first-party data moves front and center, CMOs are looking to make maximum use of the first-party data the company has available, and the CIO is eager to help. The two share a common goal of using data to properly engage customers and prospects, while also protecting all sensitive data.

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  • How to Increase Holiday Sales with Better Performing Facebook Ads

    Posted: Dec 8, 2021 12:00am ET BY Stephanie Bohn

    Facebook recently published a helpful holiday guide offering best practices for retailers and e-commerce brands. The company uncovered new trends about how gen X and boomers are adopting mobile shopping, perspective on mega-sales, and the rise of self-gifting — all of which can guide marketers on how to approach the holiday season.

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  • Diversity Is the 2021 Marketing Word of the Year

    Posted: Dec 7, 2021 12:00am ET BY Bill Duggan

    It’s an absolute landslide! Diversity has been chosen by ANA members as the ANA 2021 Marketing Word of the Year.

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  • The Importance of Diverse Suppliers

    Posted: Dec 3, 2021 12:00am ET BY Bill Duggan

    Supplier diversity has been a key focus of our work at ANA all year. In May we released "The Growth of Supplier Diversity" that provided a deep dive into supplier diversity in marketing/advertising from the marketer point of view -- covering benefits, challenges, spend, goals and measurement. Throughout the year we've regularly updated our "Certified Diverse Suppliers Resource List." In this new w ...

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  • Hyper-Targeted Multicultural Marketing: 3 Audiences to Know

    Posted: Dec 3, 2021 12:00am ET BY Heather Bien

    Hyper-targeted marketing has never been more critical, particularly when it comes to connecting with the increasingly diverse population of the United States. In the 2020 census, nearly four out of 10 Americans identified as a race or ethnicity other than white.

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  • Hispanic Representation in Ad Industry Still Lags Behind

    Posted: Dec 2, 2021 12:00am ET BY Bill Duggan

    The ANA/AIMM recently released, “A Diversity Report for the Advertising/Marketing Industry,” examining diversity in client-side marketing departments. The report comes with a significant headline – Finally, there has been progress in increasing ethnic diversity!

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  • Screen Size Matters: Study Highlights Viewer Preferences

    Posted: Dec 1, 2021 12:00am ET BY Hadassa Gerber

    Measurement across media platforms has been challenging and far from seamless, with a variety of metrics, third party companies, and media organizations approaching it differently. On a positive note, the industry’s move to impressions has facilitated the ability to combine audiences across platforms with a common metric; however,there is still work to be done on de-duplicating audiences and ide ...

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