Marketing Maestros | Archive | ANA

Marketing Maestros Archive

July 2021

  • The Only Truly Universal ID Is Multiple IDs

    Posted: Jul 29, 2021 12:00am ET BY Bryan MacDonald

    The deprecation of third-party cookies and mobile ad IDs (MAIDs) has thrust the data-driven advertising ecosystem into a period of uncertainty. The underlying mechanisms that support targeted marketing are going away, but nobody is quite certain what will take their place.

  • Audience-Based Buying Is Taking Over: Here’s How Advertisers Can Successfully Adapt

    Posted: Jul 27, 2021 12:00am ET BY Marianne Vita

    “The only thing that is constant is change.” That adage rang true in Ancient Greece, when it was originally stated by philosopher Heraclitus, and today it rings truer than ever for the TV advertising industry.

  • Our Fight Against Market Research Fraud: Using Next-Gen Fraud Defenses

    Posted: Jul 22, 2021 12:00am ET BY Bonnie Breslauer

    There is an immense focus on cookieless solutions as third-party cookies begin to crumble. Given the changing methodology, the industry must continue to be cognizant of fraud and the impact it has on media effectiveness research.

  • Google’s Quiet Move: Responsive Search Ads Are Now the Default Format

    Posted: Jul 20, 2021 12:00am ET BY Brian Coccaro

    If you are anything like me, you watched The Queen’s Gambit and now fancy yourself a learned chess player and scholar. As such, Google’s announcement that responsive search ads, or RSAs, are now the default ad format in Google Ads reminds me of a very particular chess tactic: the quiet move.

  • We Are Rebuilding Digital Advertising: Marketers, Your Choices Matter

    Posted: Jul 15, 2021 12:00am ET BY Joe Zawadzki

    As we look forward to the reopening of society, “getting back to normal” will become an intentional choice. We can choose what aspects of our pre-pandemic routine we want to go back to and what we want to leave in the past. For marketers, the events of the last year should serve as a catalyst for real and lasting change.

  • How to Be a Better Customer-Centric Marketer

    Posted: Jul 13, 2021 12:00am ET BY Nancie McDonnell Ruder, ANA Faculty

    Marketing success is simple: Brand marketers who truly understand their customers create engaging and successful new products and communications, and through those successes, reap the benefits of increased sales and engagement. Meanwhile, those who don’t understand their customers fail to connect and fall further behind. Luckily, anyone can learn to be a better customer-centric marketer.

  • Good On the Ground: A Q&A with Amy Smith of TOMS

    Posted: Jul 12, 2021 12:00am ET BY Mike Kaufman

    As the original one-for-one company, TOMS created a new way of doing business — merging profit with purpose while inspiring customers to be part of the giving experience. TOMS has evolved their impact model but continues to remain grounded in their mission of using business to improve lives.

  • Innovative Strategies for Modern Marketing Success

    Posted: Jul 8, 2021 12:00am ET BY Jay Kulkarni

    Shifts in marketing needs have created an evolution across marketing teams and in the marketing services industry. As we rush full speed into the golden age of automation, marketing teams must utilize a combination of technology, data and insights, audience definition and acquisition, operational efficiency, best practices and of course automation strategies to ensure success and scalability.

  • Making it Funomenal: A Q&A with Robert Pasin of Radio Flyer

    Posted: Jul 7, 2021 12:00am ET BY Mike Kaufman

    Robert Pasin, chief wagon officer at Radio Flyer and grandson of the company’s founder, is no stranger to innovation. At the 2021 ANA Brand Activation & Creativity Conference, presented by TikTok, Pasin discussed the importance of establishing a brand identity and leveraging its purpose within your overall brand strategy.

  • B2B Virtual Events, Re-Imagined

    Posted: Jul 1, 2021 12:00am ET BY Michelle Bandler

    The COVID-19 pandemic necessitated a shift to virtual events, but even as in-person events begin to resume, virtual will remain a key strategy for B2B marketers. According to Google's latest research with Ipsos, 46 percent of B2B buyers plan to attend more virtual events this year than they did last year.