Marketing 101
Explore diverse content on the fundamentals of our craft.
What's New
Marketing to Generation Alpha
How can brands connect with gen Alpha?
Marketing to Hispanics
How can my brand effectively market to Hispanics?
Internal Communications
How are companies effectively communicating with employees across an organization?
Omnichannel Marketing
How can my brand take advantage of an omnichannel marketing approach?
A Brand Revamp for Schwab
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
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
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.
A Recipe for Gen Z Engagement in the Digital Age
PepsiCo's FLVR initiative demonstrates how a major brand can leverage social media and content marketing to engage generation Z consumers and transform its image from a snack company to a comprehensive food company.
Engaging with Value and Delivering More of It
Kelly McKay from The Krazy Coupon Lady shared research providing crucial insights into consumer shopping behaviors, promotional preferences, and effective strategies for brands to deliver value across generations in an era of rising prices and tightening budgets.
Navigating Brand Safe TV and Video Advertising for Regulated Brands
During a session at an August 2024 meeting of ANA’s Ethics Policy Committee, Lauren White of VDX.tv offered guidance for preserving brand safety, offering tips that were especially relevant for companies operating in regulated industries.
The Power of Authenticity: 100 Brands Winning Big with TikTok Creators
CreatorIQ and TikTok share research that sheds light on what makes a creator effective in his or her collaborations with a brand.
Crafting an Effective Gen AI Measurement Plan
Phaedon’s Emily Merkle shares tips for brands looking to establish a well-designed measurement plan for Gen AI implementation.
A Marketer’s Guide to Major Measurement Methods and Triangulation
Ekimetrics provides a general exploration of key measurement methods, what they’re used for, and how insight and effectiveness teams use various data and techniques to build the effectiveness narrative in the privacy age.
Quantifying the Reach of Each Marketing Channel
TVB, a trade association representing America’s local broadcast television industry, shares data that gauges the reach of a wide array of different marketing channels, from broadcast TV, to email, to social media, to newspapers, and beyond.
Quantifying the Time Consumers Spend with Each Marketing Channel
TVB, trade association representing America’s local broadcast television industry, shares data that pins down the average time spent with a wide array of different marketing channels, from broadcast TV, to email, to social media, to newspapers, and beyond.
Ranking Marketers' Most Frequently Used Retail Media Networks
The ANA shares the results of a survey that identifies the ten retail media networks that marketers use most — a list that includes the likes of industry behemoths such as Walmart Connect, Amazon Advertising, and Target Roundel, but also smaller players such as Instacart, Sam’s, Costco, and Dollar General.
Content Marketing Playbook
Use this step-by-step playbook and set of 34 premium tools and templates to create a comprehensive content marketing plan.
Shopper Marketing Playbook
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
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.
Cracking the Innovation Code, with Tony Ulwick of Strategyn
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
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
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.
Eight Tips for Aligning MarTech with Strategy
Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”
Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment
Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.
Explore ANA Content Channels
Blogs
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.
Podcasts
Listen to insightful commentary and discussions concerning the future of marketing, the power of purpose, or legal aspects across the marketing stratosphere.