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Industry Insights

  • Worried About the End of the Cookie? Turn to Your Own Data

    Industry Insights   September 18, 2023  

    As we countdown to our last year with browser cookies, many marketers are still concerned about achieving marketing performance in a post-cookie world.

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  • From Likes to Loyalty: Cultivating an Engaged Social Media Community

     Industry Insights   September 15, 2023  

    In a recent Hubspot survey, 90 percent of social media marketers said that an active, online community was critical to brands in 2023. Ninety-percent! You can’t get 90 percent of marketers to agree on a pizza order.

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  • 11 Audience Segmentation Examples & How to Use Them

     Industry Insights   September 14, 2023  

    Understanding and connecting with your target audience through personalized communications is vital for success. Audience segmentation, the process of dividing your customer base into distinct groups based on specific criteria, is a powerful strategy to achieve this personalization.

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  • A Major Shift Is Coming to the Digital Ad Industry: Are You Prepared?

     Industry Insights   September 13, 2023  

    The foundational business model of the ad-supported internet, which revolves around offering free content in exchange for behavioral tracking, is undergoing a dramatic transformation. Over the past two decades, the focus of digital advertising has been on targeting individuals to deliver increasingly personalized and relevant ads. This has created a vast and intricate infrastructure for tracking people's online behavior.

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  • The Latest on Talent & Employee Trends

    Industry Insights   September 13, 2023  

    On behalf of Business for Social Responsibility (BSR), Morning Consult surveyed over 2,000 adults to glean insights on how state policies and organizational social advocacy impacts employee’s willingness to relocate for work or stay with their organization.

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  • Interview with Matt Brutocao, VP of Barbie Global Brand Marketing at Mattel

     Industry Insights   September 12, 2023  

    Matt Brutocao (pictured above) is Vice President, Barbie Global Brand Marketing at Mattel, Inc. He will be a speaker at the ANA Multicultural Marketing & Diversity Conference, October 10-12 in Las Vegas. ANA Director Multicultural and Diversity Initiatives Karim Amadeo recently sat down with Matt for a pre-conference interview in which they discussed the Barbie Evolution, from social impact to dolls who represent all walks of life to this summer’s record-breaking theatrical release.

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  • These ANA Speakers Talked AI, Liability & Measurement

     Industry Insights   September 12, 2023  

    ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

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  • Why Brands Need a Culture Stack

     Industry Insights   September 12, 2023  

    Today, great brands are built through experiences people love at the speed people live. Brands must penetrate culture and harness data through marketing technology to create an amazing omnichannel experience.

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  • How to Hold Creative Accountable for ROI

     Industry Insights   September 11, 2023  

    No matter where you look, creative is proven to be the biggest driver of ROI. Marketers know this, but even as creative drives half of ROI, many marketers seem unable to measure and fix it. This “creative conundrum” is holding brands back from higher campaign effectiveness. The reasons behind the conundrum are numerous, but luckily, there are solutions available today that smart advertisers are using to drive major improvements.

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  • The B2B Companies Creating Better Energy Efficiency and Sustainability

     Industry Insights   September 11, 2023  

    Reducing energy consumption and promoting more sustainable business practices and production methods are just a few ways companies can fight climate change. While mitigating climate change can feel like a challenge and can’t be done quickly by one company or industry, it is important for companies to realize the influence and power they do hold — and make the changes they can.

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  • Building Trust: Combating Deinfluencing Through Authenticity

     Industry Insights   September 8, 2023  

    Influencers are an effective way for increasing brand awareness, even if there are caveats marketers should be aware of. The right influencer can hand-deliver your brand to an entirely new audience, while the wrong influencer can hamper your growth.

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  • Direct Mail Marketing Strategy: 3 Proven Tips for Success

     Industry Insights   September 7, 2023  

    Discover the value of direct mail marketing, harnessing 3 proven strategies for success: personalization, multi-channel integration, and targeted segmentation.

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  • Observing Hispanic Heritage Month

     Industry Insights   September 7, 2023  

    The period from September 15th to October 15th is Hispanic Heritage Month, a time for celebrating, with a special attentiveness, the achievements of Hispanics and for elevating the causes that are most important to their communities. Of course, this isn’t work that can be confined to a single month, and, in recognition of that fact, the 2022 Multicultural Excellence Awards honored marketing to and on behalf of the Hispanic community that took place across the year.

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  • Prove Your B2B Marketing Worth Through Data

     Industry Insights   September 6, 2023  

    In a recent survey of B2B marketers, Anteriad uncovered a group we call "data heroes,” marketers who are using the right data to convert audiences into customers, and they have the analytics to prove it. At every stage of their marketing strategy, they’ve employed data to help them be more precise and more relevant, and to measure their results.

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  • AI Partnerships: Looking Beyond the Creative Unions

     Industry Insights   September 5, 2023  

    There is a huge amount of excitement surrounding the latest marketing fixation, AI, and for good reason. It offers a wealth of opportunity, from simple fact-finding hacks through to content creation, most of which professionals are only just beginning to realize.

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  • Mike Nelson, VP of Marketing at Martin Guitars, Talks Legacy & Reinvention

     Industry Insights   September 5, 2023  

    Martin’s legacy is an incredible asset, but it is also daunting. One of the most challenging aspects of the job is to make sure we stay true to the heritage, while moving the brand forward to maintain relevance. Plus, there are millions of devoted fans - some of whom have had a Martin guitar passed down through their family for generations - who are also are also stewards of the brand, helping to keep us honest.

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  • Effective Marketing Triggers for Retailers

     Industry Insights   September 1, 2023  

    Retailers know by now that an abandoned shopping cart (AC) is an important trigger to incorporate into a multichannel marketing strategy. It takes a decent amount of effort for someone to visit a retail site, browse and add an item to their cart, yet the average cart abandonment rate is an incredible 70 percent, according to Baymard Institute. A well-timed email can be enough to nudge many of them to buy - with AC email conversion rates in the double digits.

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  • 10 Email Marketing Segmentation Strategies

     Industry Insights   August 31, 2023  

    Effective email marketing goes beyond sending generic messages to your entire subscriber list. To maximize engagement and conversions, it’s crucial to segment your audience to deliver personalized content.

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  • How to Combat "Made for Advertising" Sites

     Industry Insights   August 31, 2023  

    In June, the ANA released a preview of its Programmatic Transparency Study, which reported that 15 percent of advertiser budgets are going to garbage sites. We are 20 years into this thing, so why does this keep happening?

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  • 3 Ways for B2B Marketers to Engage with Gen Z

     Industry Insights   August 30, 2023  

    Generation Z: They’re different from you and me. The more than 68 million people aged 11 to 26 who make up 20 percent of the U.S. population are pre-teens, teens, and young adults who have been shaped by a changing and challenging world. They have witnessed innovations in technology, unforeseen health and economic conditions, geopolitical uncertainty, and climate issues that they accept as an existential threat and want to address.

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