Marketing 101 | Marketing Knowledge Center | ANA

Marketing 101

Explore diverse content on the fundamentals of our craft.

ASK Answers

Compendiums based on ANA member research requests.

Search Marketing: SEM, SEO, and More

1 day ago

How are marketers utilizing and optimizing their search marketing efforts?

AI Marketing and Ethics Issues: Bias, Privacy, Transparency, and More

2 days ago

What ethical risks and issues come along with using AI (Artificial Intelligence) in marketing?

AI and Generative AI in Marketing

1 week ago

How has the rapid development of artificial intelligence, especially generative AI, affected marketing and brands?

Ethical Marketing

1 week ago

How can brands ensure they are accountable to consumers?

Case Studies

Results of ANA Award-winning marketing campaigns.

A Brand Revamp for Schwab

2 months ago

Learn how Schwab earned quick “street cred” among traders and proved that they were committed to providing the same — or better — technology, innovation, support, and education that they’d come to rely on from Ameritrade.

The 7-Eleven X Pac-Man Collaboration

2 months ago

7-Eleven leveraged the key insight of gen Z's longing for nostalgia to create a campaign that would appeal to both gamers and non-gamers alike. The company looked to its classic partnership from the 1980’s and the iconic Pac-Man gameplay and let the retro design influence the campaign creative – all while staying true to the 7-Eleven brand.

Empowering Girls through Sports

3 months ago

Basketball is more than a game. It helps shape communities and inspires change, both on and off the court. DICK'S Sporting Goods and Nike recognized the challenges young female basketball players face in sport and partnered to build a program that would empower the next generation of girl ballers.

Event Recaps

Summaries of presentations at ANA conferences and committee meetings.

The Power of AI-Enabled Synthetic Market Research

1 month ago

Generative AI technology holds out the possibility of being able to replace traditional market research with vastly improved efficiencies of cost and time — a development with particular benefits for B2B marketers.

The Missing Link in Marketing: How Empathy Influences Buyer Behavior

1 month ago

When deployed effectively, empathy can strengthen the quality and impact of marketing programs and increase customer loyalty. Using real-world examples, Ignite 360 CEO Rob Volpe demystified empathy and cleared up the misconceptions which can lead to mistakes in marketing strategy and messaging.

Ad Net Zero Shares Emissions Best Practices and Case Studies

1 month ago

A new book by Sebastian Munden and Matt Bourn includes a manifesto for anyone in marketing and advertising to adopt, putting their skills to promoting better choices, disconnecting value-creation from more stuff, accelerating economic productivity, and growing the businesses that will be central to a sustainable economy.

Knowledge Partners

Third-party content submitted by agencies and brands.

What Do Retailers Need to Do to Make the Most of First-Party Data?

2 weeks ago

This report from Intent HQ leverages insights from some of the industry’s top experts on how to build a clear roadmap for first-party data success.

Mapping the Multi-ID Landscape: A Glossary

2 weeks ago

In this comprehensive glossary, Adstra proposes a fresh approach to mapping the advertising value chain.

Delivering Ad Relevance Without Third-Party Cookies

2 weeks ago

Amazon Ads provides advanced techniques for modeling audiences in anonymous traffic.

Money Slides

The best standalone PowerPoint slides from presentations at ANA events.

In 2023, Diverse-Owned Media Climbed to 2.5 percent of the Mix

1 week ago

Marketing solutions provider Guideline shares data that illustrates the gains made by diverse-owned media in the 2020s.

The 2020s: A New Era of Digital's Global Preeminence Over Linear TV

3 weeks ago

Marketing solutions provider Guideline tracks the proportion of media mix devoted to digital, on the one hand, and linear TV, on the other, in the first quarters of 2022, 2023, and 2024 in the U.S., the U.K., China, Australia, Canada, and New Zealand.

Ranking the Most Valuable B2B Brands, 2024

4 weeks ago

Representatives from Deloitte, Stein IAS, and Brand Finance identify the most valuable B2B brands of 2024.

Playbooks & Tools

How-to resources, including templates, guides, tips, and more.

Content Marketing Playbook

4 months ago

Use this step-by-step playbook and set of 34 premium tools and templates to create a comprehensive content marketing plan.

Shopper Marketing Playbook

4 months ago

Follow this simple, step-by-step playbook to develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.

Firing Your Agency Quick Win Package

5 months ago

ANA's Firing Your Agency Quick Win package includes a high-level cheat sheet and a comprehensive, customizable checklist to guide you through every step of the way when parting with your agency — assessment, communication, offboarding, and transition.


Insightful discussions on marketing trends, brand purpose, and more.

Cracking the Innovation Code, with Tony Ulwick of Strategyn

2 years ago

Innovation doesn’t have to be a mystery. In reality, it’s a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. Today’s guest, Tony Ulwick, CEO and founder of Strategyn, shows us how.

Dr. Bronner’s: A Purpose Brand Like No Other

2 years ago

Gero Leson, VP of special operations at Dr. Bronner's, is a pioneer in the movement to socially just and environmentally responsible supply chains. He joined Ken Beaulieu, host of the Beyond Profit Podcast, to discuss the company once described as a for-profit with the DNA of a nonprofit.

Why Meaning Matters

2 years ago

In this episode of Beyond Profit, host Ken Beaulieu talks with Ujwal Arkalgud, about why brands should understand the language they use in storytelling, the role meaning plays in driving brand purpose, two trends we should keep an eye on, and more.

Training Takeaways

Get smarter at a glance with career-critical insights drawn from expert-led trainings.

Aligning the Customer Journey to Goals: Lead Gen Versus Retention

5 months ago

The USPS offers examples of how you can tailor your customer journey to either lead generation or retention.

Four Tips for Finding Your Most Valuable Direct Mail Audience

5 months ago

To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will focus your message on those who will be the most receptive to it. To achieve just this, consider four tips drawn from the ANA’s Affiliate Training Program, The USPS Advanced Marketing Certificate Program.


Clips of conference segments and more.

Explore ANA Content Channels


Read our latest blogs examining game-changing campaigns and industry research, providing actionable takeaways from ANA events, and highlighting advocacy initiatives and regulatory issues.

Marketing Futures

With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers to discuss, debate, and prepare for the future of marketing.

ANA Magazine

Find coverage specific to B2B, B2C, and social impact; get expert insights from content partners; and have fun with our weekly marketing news quiz.


Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.

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